Tips for Business Mailers While Using Informed Delivery for Marketing

Informed Delivery, a service offered by the United States Postal Service (USPS), has become an increasingly popular tool for businesses looking to enhance their direct mail marketing efforts. This innovative service allows customers to preview their incoming mail digitally, including images of letter-sized mail pieces, before they arrive in their mailbox. For business mailers, leveraging Informed Delivery can provide unique opportunities to boost engagement and drive results. Here are some valuable tips for business mailers when using Informed Delivery for marketing:

1. Optimize Your Mailpiece for Digital Preview

• Design your mailpiece with the digital preview in mind. Ensure that key visuals and messaging are prominently displayed and easily recognizable in the scanned images that recipients will see on Informed Delivery.

2. Encourage Interactivity

• Take advantage of the interactive features of Informed Delivery. Include elements like a clickable link or a QR code in the digital preview to drive recipients to your website or a specific landing page.

3. Coordinate Mail and Online Campaigns

• Sync your direct mail campaign with your online marketing efforts. Use Informed Delivery as a teaser to generate interest and reinforce your message across different channels.

4. Personalize Content

• Leverage data to personalize content for each recipient. Address recipients by name and tailor offers based on their preferences or past interactions with your brand.

5. Include a Call to Action (CTA)

• Clearly state a compelling call to action in the digital preview. Encourage recipients to take immediate action, such as visiting your website, calling a phone number, or redeeming a special offer.

6. Test and Iterate

• Continuously test different elements of your Informed Delivery campaigns, such as visuals, messaging, and CTAs. Analyze performance metrics to refine your approach and maximize engagement.

7. Provide Value Beyond the Mailpiece

• Offer additional value through the digital preview. Consider including exclusive content, behind-the-scenes footage, or interactive experiences that are only accessible via Informed Delivery.

8. Monitor Performance

• Use tracking and analytics tools to monitor the performance of your Informed Delivery campaigns. Measure key metrics such as open rates, click-through rates, and conversion rates to gauge effectiveness.

9. Leverage Customer Data

• Use customer data insights to segment your audience and tailor your Informed Delivery campaigns accordingly. Deliver personalized experiences that resonate with different customer segments.

10. Stay Compliant and Transparent

- Adhere to USPS guidelines and regulations when using Informed Delivery for marketing purposes. Maintain transparency with recipients regarding the use of their data and the benefits of the service.

By following these tips, business mailers can leverage Informed Delivery as a powerful tool to enhance the impact of their direct mail marketing campaigns, engage recipients in new ways, and drive measurable results.