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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:
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:
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?
So what should your Informed Delivery image look like?
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.
Topics: Direct Mail