Companies that mix direct mail with digital marketing initiatives find better results in the modern digital environment. To strengthen your campaign across print and digital platforms, you may utilize various methods to integrate the best of both worlds.
The USPS’s Informed Direct Delivery program is one such approach. Businesses may use Informed Delivery to improve their consumers’ direct mail experiences by optimizing digital elements.
Are you prepared to maximize the results of your direct mail initiatives? Informed Delivery may be added to direct mail, a particularly effective marketing method.
Informed Delivery:
You provide your clients and prospects with additional opportunities for interaction, impressions, and effect.
When participating in an Informed Delivery campaign, you may change that image to one in color. You can even include a web link for simple ordering or more details on your good or service.
USPS digitally pictures the front of mail pieces as they pass through our automation equipment to automate sorting and delivering mail. These photos are now being used for a second reason: to provide customers with digital notifications before the arrival of real mail.
A grayscale picture of the address side of a letter-sized postal item will be included in notifications (flat-size mail and packages are not available at this time). The recipient and the sender’s address will both be on the picture. As the mailer demonstrates, a color image or link to a website may be offered in rare circumstances. Except for federal holidays, notifications are distributed six days a week.
What Advantages Does Informed Delivery Offer?
One of the advantages of informed delivery is that you may access your household’s mail from any place at any time using a computer, tablet, or smartphone, even while you’re on the go. Suppose the mail piece contains digital information in the form of attached photographs, exclusive deals, or relevant links. In that case, users may be able to engage with it. You have the option to act on critical mail before it reaches your mailbox when you receive an advanced warning of it.
How Can Results Be Measured?
You will utilize your standard measurement instruments for your direct mail result and the additional Informed Delivery data. Making a separate landing page for your Informed Delivery advertisement that customers can input a coupon code on is the most effective method. This will enable you to monitor both the number of visitors that arrive at the page and the number of purchases completed from the Informed Delivery section. Your answers from the mail piece will travel to a separate landing page; depending on what you specify, they may also come in based on other response modes, including phone or email.
How to Run an Informative Delivery Campaign Successfully?
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Utilize Web Analytics to Monitor Your Success
The abundance of data you can extract from informed delivery is one of the most persuasive arguments for using it. The data may be used by businesses to guide future marketing initiatives. What worked and what didn’t? Over time, analyzing this data will enable you to provide more satisfying customer experiences.
First, be sure that every link you add has a distinct URL and landing page. This makes results tracking simpler. Then, to gain a comprehensive picture of your campaign’s effectiveness, compute impressions, time on page, page navigation activity, conversions, and other metrics. The data is so detailed that it is simple to do A/B testing and other marketing evaluations to identify the best strategy for your company.
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Use Knowledgeable Delivery to Strengthen Your Online Presence
The additional material you can add to each Informed Delivery campaign is the best approach to increase your social media following. Every campaign doesn’t need to bring customers to a landing page. Tease the platforms you use on social networking.
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Remember to use the video feature
Remember that you may link to videos in your Informed Delivery emails to consumers. Videos have the power to evoke feelings and wants that words cannot. Use this low-hanging fruit as an opportunity to design your marketing.
How Is Reliable Informative Delivery?
User experiences might differ. The truth is that Informed Delivery is frequently 1-2 days late and that not every scanned item has a preview image associated with it. However, as a whole, its accuracy may be estimated to be far above 95%.
We recently published another post that outlined consumers’ most frequent problems with informed delivery. Although there may occasionally be a delay in mail alerts (or a day where you don’t receive the mail digest message from Informed Delivery), overall, it should prove to be a highly dependable substitute for traveling to the post office every day to check on your mail.
