Why Your Direct Mail Package Should Take Advantage of Informed Delivery

46 million. 

That’s how many people in the US have signed up for the USPS Informed Delivery Program. This makes up about 7-10% of total US mail recipients (300 million+).  

But what is Informed Delivery? Those who sign up for Informed Delivery get daily emails from USPS, showing a preview of what’s on the way to their mailbox.  

And the impact among the people who opt in is significant. In fact, Informed Delivery emails get open rates as high as  63%. When you compare that to the 15% average open rate for other emails, it blows those numbers out of the water. 

So what does that mean for marketers? 

You have another chance to get eyeballs on your message.  

Yes, the recipient will see a scan of your envelope. But on top of that, marketers can employ an Informed Delivery Ride-Along image that acts as a clickable call-to-action. It’s an interactive element that can take your campaign to the next level. Essentially, you can get a prospect to convert before they even open the envelope. Before they even SEE it.  

Here’s how the ride-along image looks on an Informed Delivery email:  

(Source: USPS) 

In one test for a not-for-profit, 57% of those who clicked on the Informed Delivery link made a donation. That contribution was 42% higher from the email donations vs. donations from mail pieces. 

You can add even more creativity to your Informed Delivery with a “representative image” instead of a simple envelope scan. This adds more color than the traditional black and white scan, enhanced legibility (since it’s digitally rendered rather than scanned) and excitement about receiving it.  

Here’s how a representative image would look:  

(Source: USPS) 

This gives you the opportunity to highlight your offer, discount code and CTAs.  

So why spend time and money on crafting an Informed Delivery Ride-Along Image and/or Representative Image when only about 7% of mail recipients see it?  

1. Another touchpoint: The addition of an email adds another touchpoint to direct mail campaigns, one which gets demonstrably higher results that direct mail by itself.
2. Target audiences: All USPS sign-ups for change of address service are automatically opted in for Informed Delivery. That means it’s a great option for marketers targeting new movers.   
3. Postage discounts: You can get  postage discounts. For 2022, that discount will be 4%. The  Promotion  Period is for mailing runs from August 1, 2022 to December 31, 2022. And to learn about other USPS Promotions, check out this blog. 

 So what should your Informed Delivery image look like?  

• Use full color to catch people’s eye and draw attention to your mailing. 
• Sync the look and feel of your image with the rest of your campaign. Use the same colors, fonts and motifs as your direct mail package. 
• Your Ride-Along Image is a branded, clickable button. Include short copy and a clear call-to-action. Consider an arrow or button design that makes it clear you can click through for more information. 

J&C is made up of experts in the art and science of customer engagement. If you need help developing a direct mail campaign with Informed Delivery, contact J&C.