What Is Informed Delivery?
Pat Mango is the Manager of Postal Relations at Neopost USA. Pat has worked in the mailing industry for over 19 years and is currently responsible for creating and implementing postal initiative programs in support of Neopost's Postal Relations team. We sat down with him to get answers to our questions about the Informed Delivery program with the USPS and to learn how it can help business mailers.
1. What is Informed Delivery in a sentence or two?
Informed Delivery allows people to have a digital preview of their daily incoming mail. There are some exciting elements mailers can integrate to enhance and extend the mail experience for their customers.
2. Is Informed Delivery free for mailers?
Currently, yes—there is also an upcoming promotion from the USPS for Informed Delivery. You can get more information and see if you qualify by visiting the USPS website.
3. What types of mail are eligible for Informed Delivery?
Letters, postcards, and flats are all eligible. Keep an eye out in 2019 when Informed Delivery will be extended to include parcels.
4. Can any business in any industry use Informed Delivery?
Yes—currently, 948 brands over all industries are benefiting from using Informed Delivery.
5. Is Informed Delivery popular? How many households are currently using Informed Delivery?
Yes, overwhelmingly so. There are now 12.8 million Informed Delivery users, including 10.8 million registered households, and 8.2 email-enabled users. In addition, 4,175 campaigns have been developed using Informed Delivery.
6. What are the benefits of Informed Delivery for mailers?
Mailers get three chances to interact with customers—with email notifications, with the ride-along digital content, with the direct mail piece—and they have the opportunity to make that interaction more meaningful. Brands that integrate digital and direct mail earn 39% more of the customer’s time.
7. What is ride-along content and what makes it so valuable in the direct mail industry?
The Ride-Along image adds a branded, clickable button with a call-to-action to the preview of your customer’s mail piece that links to a URLs. Allowing your customers to interact with direct mail campaigns digitally increasing engagement and providing more face-time with customers.
8. For those that are already running an Informed Delivery campaign, what are some tips or best practices?
1-Be aware of the shape of your mail piece or flat. Catalogs and some flats can’t be scanned like traditional postcards and letters so be aware of what they look like in the email. 2-Include Ride-Along content in the email that appears below the mail piece and connects to a URL. Try to grab the customer’s attention and have a strong call-to-action encouraging them to do something. 3-Keep mobile in mind, make sure that your content is optimized and taking advantage of mobile.
9. Is Informed Delivery safe?
Yes, the Postal Service's Information Security program and the Inspection Service constantly monitors the network for suspicious activity to ensure that your information is kept safe.
10. Where can mailers learn more about Informed Delivery?
They can learn more on the USPS website.