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  • 11 April 2023
  • Forum Marketing Resources Team (FMR Team)

In the digital age, it might seem like traditional direct mail has fallen by the wayside, replaced by the instant gratification of email and social media. However, the integration of digital technologies with direct mail has breathed new life into this venerable marketing channel. One of the most innovative examples of this trend is the United States Postal Service’s Informed Delivery® service. This hybrid mail and digital delivery system is transforming the way businesses and consumers interact with traditional mail, enhancing the direct mail experience through digital integration.

How Informed Delivery® Works

Informed Delivery® is a free service offered by the USPS that allows users to digitally preview their incoming mail and manage their packages scheduled to arrive soon. Upon enrollment, users receive an email each morning containing grayscale images of the exterior, address side of letter-sized mail pieces that are scheduled to be delivered that day. In addition to these images, users can view package tracking information for larger items, providing a comprehensive overview of their expected deliveries.

The process is straightforward:

  1. Mail pieces are scanned: As mail goes through the USPS sorting process, automated equipment captures images of the exterior of letter-sized mailpieces.
  2. Digital previews are sent: Registered users receive an email each morning with these images, allowing them to see what will be arriving in their mailbox that day.
  3. Package tracking: The service also includes tracking information for incoming packages, ensuring users are informed about the status of their parcels.

Benefits for Enhancing the Direct Mail Experience

Informed Delivery® offers several benefits that enhance the direct mail experience, making it more interactive, engaging, and efficient for both senders and recipients.

For Consumers:

  • Anticipation and Planning: Knowing what mail will be delivered each day allows consumers to anticipate important communications and plan accordingly.
  • Convenience and Security: The service provides a way to monitor mail delivery remotely, adding a layer of security and peace of mind for those concerned about mail theft or loss.
  • Interactive Content: Recipients can interact with digital content related to their physical mail pieces, such as special offers and additional information, directly from their email.

For Businesses:

  • Increased Engagement: Businesses can add interactive content to the digital preview of their mail piece, turning a simple mail preview into a dynamic engagement opportunity.
  • Enhanced Visibility: The digital preview ensures that marketing messages are seen by the recipient even before the physical mailpiece is retrieved from the mailbox, increasing the likelihood of engagement.
  • Measurable Impact: By integrating direct mail with digital interactions, businesses can track engagement more effectively, gaining insights into consumer behavior and the effectiveness of their campaigns.

Integration with Direct Mail Campaigns

Forum Marketing Resources leverages Informed Delivery® to enhance direct mail campaigns, offering services like mail tracking, call tracking, and online retargeting. With Informed Delivery® integration, businesses can add a full-color clickable ad to the grayscale email preview sent by the USPS, increasing the impact of their direct mail campaign. This allows businesses to not only inform recipients about upcoming mail but also engage them with digital content before the physical mail piece is even delivered.

In summary, Informed Delivery® is revolutionizing direct mail by seamlessly integrating it with digital technology. This service enhances the mail experience for consumers, providing convenience, security, and interactive content. For businesses, it offers a unique opportunity to increase engagement, visibility, and measurable impact of direct mail campaigns. In a world where digital and physical marketing channels are increasingly interconnected, Informed Delivery® represents a significant step forward in the evolution of direct mail.

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