INFORMED DELIVERY UPDATE AND OVERVIEW

Transcription

1 National Postal Forum INFORMED DELIVERY UPDATE AND OVERVIEW May 21, 2017 Informed Delivery 1

2 WHAT IS INFORMED DELIVERY? Informed Delivery is a new feature offered by USPS that provides users with digital previews of their household mail arriving soon. Mailpiece Image: Users receive s with grayscale images of the exterior, address side of incoming letter-sized mailpieces Representative Image: Mailers can replace the grayscale image with a representative full color image For Flats: Without a Representative image a user will see this: Supplemental Content: Mailers can include color images and interactive content that accompany the scanned image or Representative image 2 This feature allows users to interact with their mail in new, exciting ways. HOW DOES IT WORK? User signs up Mail imaged during processing Images matched to user addresses Notification ed to user User receives mailpiece Users sign up on usps.com after identity verification. Mail is sent. USPS uses existing automation equipment to gather digital images of the exterior of mailpieces. USPS automatically matches mailpiece images to Informed Delivery users. USPS notifies Informed Delivery users of mail arriving soon. USPS delivers physical mailpieces through regular delivery. Mailer interactive campaigns are applied at this step 3 The Informed Delivery process is easy for both consumers and mailers. 2

3 WHO CAN SEE IT? Informed Delivery provides mail at the household level for example, the following people can view the image: Spouses and other family members Roommates Neighbors who share door mail slots Informed Delivery functions just like a physical mailbox! 4 HOW SECURE IS INFORMED DELIVERY? USPS takes the privacy of mail very seriously, and Informed Delivery is no exception. 1 Users must validate their identity and physical address 2 Access to Informed Delivery is temporarily suspended during a Change of Address event 3 Scanned images only show the external, address side of the envelope 5 3

4 WHAT MAKES A SUCCESSFUL CAMPAIGN? The seven steps for creating a successful Direct Mail campaign still apply to Informed Delivery: 7 STEPS Target the right customer Get noticed Convince to open Have a compelling offer Have a call to action 7 Simple execution of the call to action Analyze or track results 6 These steps apply to Informed Delivery campaigns too! INFORMED DELIVERY CAMPAIGN ELEMENTS Well Designed Mailpiece: Informed Delivery campaigns always start with a well designed mailpiece Customized Content: Mailer provides color supplemental content and/or color Representative image Interactive Content: Mailer provides custom URL for clickable supplemental content Designated Dates: Mailer provides start and end dates for the campaign Mailer Identification (MID): Mailer uses the MID on the mailpiece or the MID and serial number sequence 7 Campaigns offer mailers an unprecedented opportunity to engage their target audience and expand their reach. 4

5 WHERE IS INFORMED DELIVERY? Informed Delivery began as a pilot program with approximately 6,000 users, and it has rapidly expanded to more than 2 million users nationwide. February 2017 April The Informed Delivery user base will continue to grow following the national rollout. INFORMED DELIVERY BY THE NUMBERS Enrolled households: 1,934,023 (Unique ZIP11 accounts) Total users: 2,083,179 (Total user accounts) s sent: 383,501 (Daily snapshot) Want to learn more about this type of data? Attend our session Using and Understanding Informed Delivery Data during Period 5 from 2:45 PM 3:45 PM. Mailpiece images: 12,593,859 (Daily snapshot) 9 5

6 WHAT ARE USERS SAYING? 91% 75% are satisfied or very satisfied with Informed Delivery. engagement continues to be high with a 75% open rate in last month 9 out of 10 would recommend Informed Delivery to friends, family, or colleagues Convenience & Early Action Family Dynamics Access While Away I am 96 years of age and having this info early in the day means a lot to me. My children get home before I do. Informed Delivery let s me know how to ask for the mail, rather than just finding it by accident. Since I travel a lot, this service allows me to check-in on mail that may require my immediate attention. *Represents reports as of May 15, 2017 Source: January 2017 Pilot User Survey 10 Users are happy and excited about Informed Delivery. 11 6

7 WHAT ARE THE BENEFITS? Informed Delivery offers mailers a unique opportunity to engage users through a coordinated physical and digital touchpoint. New digital channel with an engaged user base 85% of respondents use Informed Delivery to anticipate incoming mail More than 2 million users and growing Multi-channel campaigns generating multiple impressions Household Mail CEOs receive a double impression of mail Multiple impressions from individuals who do not typically sort mail Enhanced customer call to action with interactive content 88% of respondents check and view their notifications every day A majority of users act on digital promotions/discounts on a monthly or more frequent basis 12 WHERE DO I FIT IN? Informed Delivery creates new opportunities for mailers in all industries. Promote online activities Bill Payment Balance Transfer Credit Card Activation Financial Services Retail Provide accessibility to offers and remove barriers to purchase Promotional Codes Rewards Enrollment Simplify account management Service Upgrade Device Upgrade Manage Account Users Telecom Industry Verticals Insurance Facilitate online plan enrollment or policy adjustments Policy Bundling Claim Submissions Drive users directly to online channels and marketplace Subscription Renewal Seller Registration ecommerce Government Increase document visibility; reach audience everywhere Fee Payment Voter Registration 13 Incorporating Informed Delivery into your campaign strategies can help drive success within industry verticals. 7

8 HOW DO I PARTICIPATE? The process is simple: Mailers initiate a hardcopy mail and provide supplemental content for the campaign. Pre-Campaign Campaign Post-Campaign Prepare a campaign Prepare mailing Provide mailing details Initiate your mailing USPS and mailer share insights Develop campaign goals and create content to achieve overall purpose Submit campaign elements via PostalOne!: mailing dates, the MID used on the mailpiece or the MID and serial number sequence, custom images, and desired URL View the results of your campaign, including open rate and number of click-throughs If interested in learning more about this topic, attend our session on Campaign Design during Period 3 from 11:30 AM 12:30 PM. 14 It only takes five easy steps to engage your audience and receive unique campaign data. THE FUTURE OF INFORMED DELIVERY The Postal Service will continue to evolve Informed Delivery to better serve mailers and consumers. Summer 2017 Goals Refine strategy based on feedback from NPF attendees Introduce new features to benefit Informed Delivery mailers and consumers Expand the Informed Delivery user base Mail.dat Enhancements Consumer Portal Launch Campaign Portal Launch Add Packages to Informed Delivery 15 Join the Postal Service on a journey to create a more connected, effective, and modern mailing experience! 8

9 INFORMED DELIVERY Want to learn more about Informed Delivery? Reach out through the channels listed below! Website for consumers: informeddelivery.usps.com Website for mailers: usps.com/informeddeliverycampaigns Visit Our Booth at NPF 16 Questions? APPENDIX 17 9

10 National Postal Forum INFORMED DELIVERY USPS Security Standards and Procedures Informed Delivery WHAT IS INFORMED DELIVERY? Informed Delivery is a consumer-facing feature that gives eligible residential consumers the ability to see a daily digital preview of their household s mail arriving in their mailbox soon. e Users receive a morning that includes grayscale images of the exterior, address side of incoming letter-sized mailpieces (processed through automated equipment); users can also view images on the dashboard at informeddelivery.usps.com If a Mailer participates in the Informed Delivery operational test, color images and interactive content will also be shown (Letters or Flats) 19 10

11 HOW SECURE IS YOUR INFORMATION? USPS takes the privacy of mail very seriously and adheres to the privacy requirements of the Privacy Act established by the federal government. The mail is protected by the U.S. Postal Inspection Service, whose sole mandate is to safeguard all USPS employees and customers. Similar to a physical mailbox, Informed Delivery is provided at a household level Individuals who share a residence and mailbox (such as roommates, families, etc.) will receive images for all mail delivered to that household Each consumer must complete an identity verification process that validates their physical address in order to participate in Informed Delivery When the U.S. Postal Service detects that an Informed Delivery user submits an Official Change of Address, access to Informed Delivery will be temporarily suspended until the change of address is confirmed A consumer may re-sign up for Informed Delivery at their new address and reverify his or her address Scanned images are of the external envelope, showing only the address side of letter-sized mail 20 TRANSLUSCENT ENVELOPES Why might an envelope be translucent and what content can be seen? An envelope may be partially translucent if it is constructed of thinner material Similar to holding an envelope directly under light or in direct sun light, the camera flash may cause an envelope to appear slightly translucent Only content on the front fold of the inside mailpiece may be seen in an image Bolded words and logos are often what may be seen through a translucent envelope What can mailers do to mitigate this issue? Comply with design standards as documented in the USPS Domestic Mail Manual (DMM) Ensure that sensitive information does not appear on the front fold of the mailpiece Provide a Replacement image to be included in the user s notification instead of the actual mailpiece image How is USPS addressing this issue? Reviewing sample mailpiece images to determine how often envelopes appear translucent Advising mailers on the envelope quality necessary for preventing translucency 21 11

12 SAMPLE TRANSLUCENT IMAGES The below envelope samples were obtained with permission from the Informed Delivery users. Details have been redacted to protect individual and mailer information. Back of the greeting card is slightly visible through this envelope Front fold in this mailpiece is faintly visible; does not reveal any personal consumer information 22 CUSTOMER DATA PROTECTION The Corporate Information Security Office (CISO) protects the information network of USPS, monitors threats, responds to incidents, and boosts cyber resilience. USPS Approach to Protecting Customer Data Comprehensive Security Reviews Conduct a mandatory process to evaluate the security of applications prior to deployment to ensure they meet USPS security standards Rigorous Information Security Standards Enforce strict security standards based on Federal regulations and industry best practices to protect customer information and privacy Dedicated Customer Support & Resources Provide detailed guidance on security standards and have dedicated staff available to consult with and advise customers on secure mailpiece design 23 12

13 MAIL IMAGE SECURITY MEASURES What information do we capture in mail images? USPS captures grayscale images of the exterior, front-side of mail using existing automated processes Data is classified as Sensitive and is protected in accordance with USPS standards How do we enforce mail image application security? USPS performs a comprehensive security review on all applications prior to deployment USPS regularly works with DHS to validate the security of its systems and networks. How do we protect mail images? Information captured through mail images is treated as sensitive information Data and images are encrypted at rest and in transit per USPS Information Security Policy Do we retain mail images? Mail images are stored only for troubleshooting purposes, for redirected mail, and for Informed Delivery Informed Delivery images are available in the user s account for up to seven days 24 CUSTOMER SUPPORT & GUIDANCE To protect sensitive information from being visible in images, customers should develop envelopes that comply with design standards as documented in the USPS Domestic Mail Manual (DMM). Benefits of Mailpiece Design Compliance 1 Ensures sensitive information is protected and not visible in USPS mail images 2 Allows USPS automated equipment to properly read and scan your mail 3 Enables seamless and efficient mail delivery to the correct destination Customer Support Options Mailpiece Design Analysts (MDA) USPS connects customers to MDAs who have specialized mailpiece design expertise Customers can contact a MDA by calling or sending a request via to MDA@usps.gov Pricing and Classification Service Model (PCSC) The PCSC provides one source for mail classification decisions and offers guidance and support on mailpiece design Customers can request assistance by submitting an Application Form 25 13

14 MAILPIECE DESIGN STANDARDS The information below outlines design standards from the USPS DMM that are relevant to mail image security. USPS customers are responsible for complying with these standards. DMM Standard Background Reflectance Detailed Requirements Produce a background reflectance of at least 50% in the red portion and 45% in the green portion of the optical spectrum in the barcoded lower right corner and the area surrounding the barcode (within 1/8 inch of the leftmost and rightmost bars and 1/25 inch above and below the barcode) in the address block Print Reflectance Difference (PRD) Produce a PRD, (reflectance of background minus reflectance of ink), of at least 30% in the red and green potions of the optical spectrum between the background material of the mail and the barcode Opacity Ensure the materials on which the barcode appears have enough opacity to prevent printing from being visible The print contrast ratio of print (aside from the barcode) that shows through the barcode area in the address block must not exceed 15% when measured in the red and green portions of the optical spectrum Dark Fibers & Background Patterns Avoid using dark fibers or background patterns that produce a print contrast ratio of more than 15% when measured in the red and green portions of the optical spectrum in the area of the address block 26 14