Informed Delivery Overview

Transcription

1 Informed Delivery Overview National PCC Week Workshop Informed Delivery is bridging the gap between the physical and digital worlds! This feature is creating an innovative experience for consumers and mailers alike, and enhancing the physical mail moment in today s highly digital environment.

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. *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

4 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 Consumers and mail owners still value physical mail and the tactile experience that it offers. Digital Experience + Informed Delivery enhances the value of physical mail by creating a new mail moment through digital content (i.e., custom images and target URL). 4

5 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. 5

6 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. 6

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. 7

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

9 What are Users Saying? Convenience & Early Action Visibility & Security Access While Away It gives me the ability to plan each day s activities in relation to when certain pieces of mail are arriving. It lets me know when to expect something and gives me peace of mind that important mail will be delivered. Informed Delivery is essential you need to know what's arriving when you are traveling. Source: 2017 Informed Delivery User Survey 9

10 What is the User Response? 89% 82% 93% 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 Used to View Notifications 54% Mobile 38% Computer or Laptop 8% Tablet Time of Day to View 81% Morning 15% Afternoon 4% Evening Source: 2018 Informed Delivery User Survey 10

11 What Value Do Campaigns Add? Offer a high open rate more than twice that of industry average Generate multiple impressions from a single mailpiece (digital + physical) Drive consumer response with interactive content related to mailpiece Ability to reach consumers digitally by merely knowing their physical address Potentially increase ROI on Direct Mail spend Provide additional data insights to optimize marketing spend 11

12 Informed Delivery Interactive Campaigns

13 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. 13

14 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. 14

15 How Can Industries Use Informed Delivery? Balance Transfer Credit Card Activation Promotional Codes Rewards Enrollment Financial Services Retail Device Upgrade Manage Account Telecom Business Objectives Insurance Policy Bundling Claim Submissions ecommerce Government Subscription Renewal Seller Registration Voter Registration Civic Engagement 15

16 Informed Delivery Drives Action! An Informed Delivery user receives an notification one morning. It features a mailer-provided interactive campaign that alerts her to a sale on an upcoming concert in her area. The user remembers that her roommate is a big fan of the concert artist. She purchases two tickets to the concert, before getting her physical mail, to take advantage of the offer immediately. That evening, the user s roommate informs her that they received a mailpiece advertising the upcoming concert. The user surprises her roommate with the concert tickets she already purchased! 16

17 How Can a Mailer Participate? The campaign process is simple create and induct hardcopy mail as usual, then submit data elements and supplemental content to facilitate a campaign. Pre-Campaign Campaign Post-Campaign Plan the campaign Determine the type of campaign to conduct and create your mailing list(s) Prepare Mailing Provide mailing details Enter campaign elements such as mailing dates, the MID or the MID and IMb, custom image(s), and a target URL Induct mailing Analyze and gather insights 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 aggregate pre- and post-campaign data. 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-through Rates The number and percentage of clickthroughs when a user interacts with digital content 18

19 How to Submit a Campaign USPS provides two self-serve campaign submission methods, found via the Business Customer Gateway (BCG): Mailer Campaign Portal MANUAL ENTRY PostalOne! ELECTRONIC SUBMISSION 19

20 RECAP! A new way to reach your customers with a digital preview of their daily household mail Integrates hardcopy mail and digital marketing, providing multiple impressions and interactivity for your customers Digital views create an opportunity for marketers to build anticipation by adding a digital element to their direct mail campaigns

21 Next Steps Innovate. Talk with your USPS representative to create your interactive campaign and connect digital to hardcopy mail. Create. Review the resources on the next slide to learn more about creating an interactive campaign. Sign Up. Experience Informed Delivery as a consumer to truly understand the benefits and see why users love this feature. Share. Share this personalized experience with family, friends or colleagues. 21

22 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. 22