Informed Delivery Create Once. Connect Everywhere. Informed Delivery Overview September 2017

Transcription

1 Informed Delivery Create Once. Connect Everywhere. Informed Delivery Overview September 2017

2 Informed Delivery offers an integrated marketing approach to meet today s consumer demands.

3 What is Informed Delivery? e Informed Delivery users receive scanned images of the exterior of incoming letter-sized mailpieces (processed through automated equipment). Images are available via notification, online dashboard, or mobile app. If a mailer participates in Informed Delivery, supplemental content, referred to as interactive campaigns, will be shown (for Letters or Flats). Interactive campaigns include custom images and a URL that directs the user to a digital experience. Mailer-provided Website BeyondCubicle.com 3

4 What is Informed Delivery? Informed Delivery integrates hardcopy mail and digital marketing, providing multiple impressions and interactivity for your customers A new way to and reach your customers with a digital view of their daily household mail Digital views create an opportunity for marketers to build anticipation by adding a digital element to their direct mail campaigns 4 4

5 Informed Delivery and the Daily Digital Routine Nothing replaces the tactile value of hardcopy mail, but USPS is responding to consumers increasing desire to interact and communicate digitally with everything, including their mail. Physical Mailpiece Digital Experience Consumers and mail owners still value physical mail and the tactile experience it offers. Informed Delivery enhances the value of physical mail by creating a new mail moment through digital content (i.e., custom images and target URL). 5

6 Marketer Benefits Lower cost per impression Generate revenue and cross/up-sell Improve open rates Improve retention Enable multichannel marketing Maximize envelope views 6 6

7 Marketer Benefits Open Rates Multiple Impressions Drives Response Offers an open rate that s more than twice that of industry average Generates multiple impressions from a single mailpiece (digital + physical) Drives consumer response with interactive content related to mailpiece Digital Access Creates a way to reach consumers digitally by merely knowing their physical address ROI Multichannel campaign increases ROI potential Campaign Data Provides data insights to optimize marketing spend *Marketers in USPS test campaigns experienced average open rates of 70% - sustained Enhanced call to action drives an average click-through rate of 6.1% 7 7

8 How Does the Feature Work? USPS leverages existing mail imaging processes to provide users with a digital preview of mail arriving soon. The Intelligent Mail Barcode (IMb ) facilitates the entire process. ID Consumer signs up on usps.com Mail imaged during processing Images matched to delivery points Interactive campaign data is added Notification ed to user User receives mailpiece 8

9 There is no change to mail processing operations with Informed Delivery.

10 What are Consumers Saying? Convenience & Early Action It gives me the ability to plan each day s activities in relation to when certain pieces of mail are arriving. Visibility & Security It lets me know when to expect something and gives me peace of mind that important mail will be delivered. Access While Away Informed Delivery is essential you need to know what's arriving when you are traveling. v

11 User Response 95% 95% 96% are satisfied or very satisfied with Informed Delivery view Informed Delivery notifications every day or almost every day would recommend Informed Delivery to friends, family, or colleagues Device to View Notifications Time of Day to View Morning 88% Afternoon 11% 59% Mobile 33% Computer or Laptop 7% Tablet Evening 1% Source: July 2017 User Survey. 11

12 What are the Basic Elements of a Campaign? Well-designed Physical Mailpiece Customized Content (Representative image) Interactive Content (Ride-along image and target URL) Mailing Details (Mailer ID, IMb Serial Number Range) 12

13 What Does a Campaign Look Like? Mailers can replace the grayscale image with a colorful Representative image and supplemental content, creating an engaging call to action. Informed Delivery Campaigns for Flats While mailers can, and have, run campaigns for flats, results will not match letter-sized campaigns as many flats are not scanned through automated equipment due to Carrier Route bundling. USPS is scheduled to begin limited testing of the ingestion of flat bundle scans in fall A Representative image is required for all Informed Delivery campaigns for flats. 13

14 Who is Participating? Thank you to our many mailers that have completed campaigns to date! This testing allows USPS the opportunity to validate functionality and data. Participation 35+ mailers have tested to date 250+ campaigns completed across industries Many of these mailers return and conduct additional campaigns Results 70% average open rates sustained For one mailer, the enhanced call to action drove a click-through rate of 6.1% 14

15 Informed Delivery Drives Action An Informed Delivery subscriber receives her daily Informed Delivery notification. It features an ad alerting her to a dress sale at a local store. The consumer stops at the retailer on the way home, before getting her physical mail, to take advantage of the offer and buy a new dress for her date that evening. That evening your customer is enjoying a wonderful evening looking great in her new dress. 15

16 Campaign Participation & Results Total Industry Participation by Brand (as of 7/31/2017) July 2017: Top Campaigns by Click-through # Pieces Sent to Informed Delivery Users Open Rate Campaign Click-through Rate # % 0.7% # % 0.45% # % 0.45% 16

17 How Can a Mailer Participate? Pre-Campaign Campaign Post-Campaign Plan your campaign Prepare Mailing Provide mailing details Induct your mailing Analyze and gather insights Determine the type of campaign to conduct and create your mailing list(s) Provide campaign elements to USPS such as campaign start and end dates, the Mailer ID (MID), custom images, and a URL View the results of your campaign, including open rate and number of click-throughs 17

18 What Type of Data is Shared? Informed Delivery provides organizations with insights into the following: Density and Statistics The number of users and the percentage of users who elect to receive Informed Delivery s Open Rates The number and the percentage of s opened during an Informed Delivery campaign Click-Throughs The number and percentage of click-throughs when a user interacts with digital content 18

19 What Reports are Available? Pre-Campaign Report OPTIONAL Pre-Campaign Saturation Report Pre-Campaign List Size Eligible 11-digit Delivery Point ZIP Codes Unique Eligible 11-digit Delivery Point ZIP Codes # of Subscribers Subscriber Saturation (%) # of Enrolled Subscribers Enrolled Saturation (%) 103,231 98,978 97,603 10, , Post-Campaign Summary Report Post-Campaign Reports Post-Campaign Detailed Report (5-digit ZIP Code level) 19

20 Sample Campaigns 20

21 How Can Industries Use It? Bill Payment Balance Transfer Credit Card Activation Financial Services Retail Promotional Codes Rewards Enrollment Service Upgrade Device Upgrade Manage Account Telecom Business Objectives Insurance Policy Bundling Claim Submissions ecommerce Government Subscription Renewal Seller Registration Fee Payment Voter Registration 21

22 How to Submit an Interactive Campaign USPS will provide two methods of self-serve campaign submission: PostalOne! and a Mailer Campaign Portal. PostalOne! Current Functionality Work with PostalOne! Informed Delivery support team to conduct CAT testing - USPSInformedDeliveryeDoc@usps.gov Use edoc (Mail.dat ) V17.2 to submit campaign elements at least two days prior to campaign start date Send supplemental content and Representative images to the USPS via - USPSInformedDeliveryCampaigns@usps.gov Mailer Campaign Portal Expected launch: October 2017 Mailer logs into BCG and selects the Informed Delivery Mailer Campaign Portal Mailer submits campaign elements in a step-by-step campaign creation process no later than noon prior to campaign start date Campaigns can be edited and campaign reports can be accessed within the Portal USPS adds images to campaigns Oct/Nov 2017 Functionality Fully automated processing of images 22

23 Next Steps Innovate Talk with your US Postal Service representative to create your interactive campaign and connect digital to mail Sign up Experience Informed Delivery as a consumer to truly understand the benefits and see why users love this feature Create Visit the mailer website to learn more about creating a campaign Share Share this personalized experience with a friend or colleague 23

24 Where Can You Learn More? Visit our online resources to learn more about campaign processes. Mailer Website: usps.com/informeddeliverycampaigns Review the benefits of the feature, learn about campaign creation, and more Download the latest Users and Household Data file View an interactive video and Informed Delivery user testimonial videos Mailer Interest Form: Want to get started today? Complete this required form to express interest in participating in Informed Delivery* Contact Information: Should you have additional questions after reviewing the website and completing the form, you may contact the IDPO at 24