Informed Delivery How to Conduct Interactive Campaigns

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1 Informed Delivery How to Conduct Interactive Campaigns National PCC Week Workshop The United States Postal Service (USPS ) is doing something new and digital with mail. Informed Delivery is creating an unprecedented opportunity for business mailers to engage users through an integrated mail and digital marketing campaign that generates additional consumer impressions, interactions, and insights.

2 What is Informed Delivery? e It s a consumer-facing feature that provides users the opportunity to digitally preview their household mail and manage packages arriving soon. * Business mailers can integrate colorful and interactive campaign elements to enhance and extend the mail moment! *Exterior images are only provided for letter-size mailpieces that are processed through USPS automated equipment. Package tracking information on Priority Mail, Priority Mail Express, and other trackable parcels is also provided. Are you signed up? Visit informeddelivery.usps.com

3 How Does It Work for Consumers? USPS leverages existing mail imaging processes to provide Informed Delivery users digital previews of their household mail. ID Consumer signs up Mail imaged during processing Images matched to delivery points Notification ed to user User receives mailpiece Consumers sign up for Informed Delivery on usps.com. Mail is sent. USPS gathers digital images of mailpieces processed through automation equipment. USPS automatically matches mailpiece images to Informed Delivery users. USPS notifies users of mail arriving soon via , dashboard view, or mobile app view. USPS delivers physical mailpieces through regular delivery. Interactive campaign data is applied at this step Just like a physical mailbox, the Informed Delivery feature is provided at a household level, based on a unique delivery point code for each address. Multiple residents can sign up.

4 How Does It Work for Mailers? For mailers that choose to conduct interactive campaigns, the Intelligent Mail Barcode (IMb ) facilitates the entire process. Consumer signs up Mail imaged during processing Images matched to delivery points Notification ed to user User receives mailpiece No Interactive Campaign Interactive Campaign Applied Interactive campaign data is applied at this step based on the IMb Serial Number. Note: the IMb Serial Range is provided by the mailer.

5 KNOW YOUR IMb.

6 Why is it Important to Understand MIDs / IMb s? Mailers and Mail Service Providers (MSP) interested in conducting Informed Delivery campaigns must have a clear understanding of both mailer IDs (MIDs) and IMb s. MID Level Campaign Based on the MID only Robert Dixon L Enfant Plaza Room 0 Washington, Dc IMb Serialized Campaign Based on the IMb Serial Range provided by the mailer Personalized Campaign* Based on an individual IMb Serial Number Example IMb: Comprised of digits that signify the barcode ID, service type ID, the mailer ID, serial number and routing code Barcode ID Service Type ID -digit Mailer ID (MID) 9-digit Serial Number Routing Code (i.e. Delivery Point Code) *Currently only available if testing via PostalOne! Not in production in the Mailer Campaign Portal.

7 What Mailpiece Types are Eligible? For a letter, postcard, or flat to be eligible for Informed Delivery, it must be automation compatible and scanned through USPS equipment. LETTERS / POSTCARDS FLATS The majority of letter-size mailpieces and postcards are eligible for Informed Delivery because they are automation compatible and scanned through USPS equipment. Eligibility varies. Images of flat-size mailpieces are not captured by USPS automation equipment at this time. If the mailer does not conduct an interactive campaign on a flat, and a scan is detected, users will see a message stating A mailpiece for which we do not currently have an image is included in today s mail. FLATS CAMPAIGNS Mailers can still conduct Informed Delivery campaigns on flats, but should be aware that results may not match letter-size campaigns. The Representative Image is a required campaign element for flats. If a flat with an Informed Delivery campaign applied is processed through automation equipment (or a scan is otherwise detected), users will see the interactive campaign.

8 Who Can Participate? Informed Delivery is not a niche feature organizations across a variety of industries can (and should!) conduct interactive campaigns. Mail Owners / Brands Companies that own the brand and the decision to mail Mail Service Providers (MSPs) Companies that support mail owners with mail printing, addressing, barcoding, sorting, distribution, and/or commingling Advertising Agencies Companies that support mail owners with media decisions, campaign creative, mailpiece design, etc. 8

9 Defining the Key Elements of Informed Delivery No Interactive Campaign Interactive Campaign Applied Well-designed Physical Mailpiece All Informed Delivery campaigns start with a mailpeiece that targets the right message to the right audience. Mailing Details Mailings must contain a valid MID that is embedded in the IMb printed on the piece. Campaign The campaign is the combination of the mailpiece image (or Representative Image) and the Supplemental Content. Representative Image This image can be used in place of the image of the piece that comes from mail processing equipment (required for flats). Supplemental Content The interactive Ride-along Image and target URL (required for all campaigns). The Informed Delivery for Business Mailers website (usps.com/informeddeliverycampaigns) is the one-stop-shop for information on interactive campaigns. 9

10 THE STEPS FOR CAMPAIGN CREATION [] Determine Submission Method [] Determine Campaign Breakdown [] Determine MID and IMb [] Determine Supplemental Content [] Determine Campaign Timeline [] Enter/Submit the Campaign [] Monitor Progress and Analyze Results

11 Summary of Campaign Elements Elements Brand Display Name (i.e. Mail Owner Name) Campaign Title Campaign Code Campaign Start and End Dates Mailer ID (MID) IMb Serial Number Range Start / End Mailpiece Shape Representative Image Ride-along Image Target URL Descriptions This name will show in the From field in the Informed Delivery notification and on users dashboards. Open field e.g., AnyBrand Letter-sized Mailing. Open field e.g., AB0- (company name, campaign start date, extension if more than one campaign). Must be unique for each campaign. The date when the Informed Delivery campaign will begin and end. USPS suggests that the Start Date is days prior to the Target In Home Date(s), and End Date is days after that date. Must be or 9 digits in length, all numeric; this is the MID that will be on the mailpieces sent. If this is a shared MID or multiple campaigns are conducted at the same time, then the IMb Serial Number Range is required. Required if the mailing is based on the full IMb and not just the MID. Must be a or 9 digit number (depending on length of MID). Combination of Start and End must result in a unique and sequential range for each interactive campaign. Flat or letter/postcard. Selected as check box in Portal, entered with edoc in PostalOne! A Representative Image is optional for letters and postcards. Flat campaigns must utilize a Representative Image. A Ride-along Image is required for all campaigns. Website to which users click-through via the Ride-along Image or View Website link. Required for all campaigns.

12 Step. Determine Submission Method There are two self-serve campaign submission methods, found via the Business Customer Gateway (BCG): Mailer Campaign Portal MANUAL ENTRY PostalOne! ELECTRONIC SUBMISSION

13 The Mailer Campaign Portal Campaign Volume Campaign Complexity As volume decreases, this option becomes better. Conducting fewer campaigns with the same supplemental content is easier with this environment. When to Use the Mailer Campaign Portal Data and Reports This environment allows for easy access to collect data and reports. Campaign Elements The Portal allows for easy access to campaign elements.

14 PostalOne! Campaign Volume As volume increases, this option becomes more viable. Campaign Complexity Conducting multiple campaigns with different supplemental content is easier in this environment. When to Use Postalone! Mail.dat Experience Mailers already familiar with Mail.dat files are suited for submitting campaigns in this environment. Presort Experience Mailers conducting campaigns this way likely presort their own mail.

15 Step. Determine Campaign Breakdown Using the in-house or purchased mailing list(s): Choose to apply A single campaign to all mailpieces OR Choose to apply Different campaigns to groups of customers A B Choose to apply OR A different campaign* to each customer *Currently only available if testing via PostalOne! Not in production in the Portal. A B C If multiple campaigns (within a single mailing or multiple mailings) are being conducted, mailing lists must be segregated prior to IMb assignment or printing.

16 Three Levels of Interactive Campaigns MID Only IMb Serialized Personalized* All mailpieces with that MID physically applied receive the same Informed Delivery campaign. All mailpieces with a physical MID & specified Serial Number Range receive the same campaign. Each mailpiece with a physical MID & individual IMb receives a unique campaign. *Currently only available if testing via PostalOne!

17 Step. Determine MID & IMb Serial Range A valid MID can belong to: Mail Owner or Brand MSP Ad Agency Printer Ensure the MID is printed on the IMb on the mailpieces. Determine the Serial Number range from the IMb, which can be assigned prior to or during printing. Mailpiece Treatment Number of Customers URLs IMb Serial Start IMb Serial End IMb Serial Number ranges must be unique and sequential for each campaign. They cannot overlap another active campaign.

18 Step. Determine Supplemental Content Develop creative for the Ride-along Image. Determine which URL will be used. Decide whether to use a Representative Image. Optional for campaigns on letters or postcards Required for campaigns on flats Mailers must have rights to use the images in their campaigns. Images must meet USPS Terms & Conditions outlined in the Appendix of the Interactive Campaign Guide. 8

19 Step. Determine Campaign Timeline Based on expected/target in-home dates for mailing(s): Start nd In-home th End 8th START the campaign - days before the first expected in-home date END the campaign - days after the last expected in-home date Consider where the mail is being entered and the class of mail to determine expected/targeted in-home dates 9

20 Step. Enter / Submit the Campaign Using the preferred submission method, enter campaign no later than :00PM EST the day before the campaign start date: Mailer Campaign Portal PostalOne! Then, induct the mailing as usual. Screenshots of Mailer Campaign Portal Image Upload Process 0

21 Step. Monitor Progress and Results There are two types of campaign data reports available through Informed Delivery: Summary Report: Provides insight into the number of s sent, s opened, and click-throughs. Detailed Report: Expands upon the Summary Report by including dates, times, etc. This report is not available for campaigns submitted via PostalOne!. The Interactive Campaign Guide on the Informed Delivery for Business Mailers website contains more information on campaign data.

22 RECAP! THE STEPS FOR CAMPAIGN CREATION [] Determine Submission Method [] Determine Campaign Breakdown [] Determine MID and IMb [] Determine Supplemental Content [] Determine Campaign Timeline [] Enter/Submit the Campaign [] Monitor Progress and Analyze Results

23 The Next Generation Campaign Award The Postal Service conducts an annual contest to identify innovative campaigns and highlight them to mail owners, marketers, agencies and printers: Campaigns that feature Informed Delivery compete to be named Grand Champion BB campaigns can win Innovative BB Campaign Award Recognition: Winners receive trophies at the 09 National Postal Forum Winning entries are showcased in Next Generation Campaign book Entry Period Oct th 08 to Feb th 09

24 Where Can You Learn More? Business Mailer Website: usps.com/informeddeliverycampaigns View an interactive video and Informed Delivery user testimonial videos to learn about the benefits of the feature Review the resources such as the FAQs, Interactive Campaign Guide, and Campaign Image Requirements to learn about campaign creation and how to get started Download Users and Household Data to see our growing user base Contact Information: After reviewing the website and documentation provided, if you still have questions, reach out to your USPS Sales Representative or contact us at the address provided on the website.