Why Use Direct Mail Informed Delivery

Courtesy of Mailers Hub subscriber and Eye/Comm President, Summer Gould

Direct mail is a very powerful marketing channel. Now you can enhance it more by adding informed delivery. What is informed delivery? The USPS offers a free service to subscribers, that sends an email to them with an image of that day’s mail. The default images are not in color, by participating in an informed delivery campaign, you can replace that image with a color image and even add a web link.

How does informed delivery enhance your mailing results?

  • A color image that stands out from the other black and white images
  • Gives a preview of your mail piece so they can be on the lookout for it
  • Allows for a web link so your prospects and customers can shop right away
  • Extra brand impression opportunity
  • You can provide a ride along ad
  • Boosts response rates

How does it work?

Once you design your mail piece you should create your image for informed delivery and also create a ride along ad. Send those items to us along with the web page you want people to go to. When you are ready to mail, we will submit your mailing along with the image, ad and URL. When the post office scans the mail piece for delivery, they then send the email to your customer or prospect with that day’s mail. Your color image with the ad and web page will be in that email.

How can you measure results?

Since this is a direct mail campaign you will use your normal measuring results plus the added informed delivery results. The best way to do this is to create a special landing page for your informed delivery ad and coupon code they enter at purchase. This will allow you to track how many hits to the page as well as how many purchases are made from the informed delivery portion. Your responses from the mail piece will go to a different landing page; they can also come in based on other response mechanisms like phone or email depending on what you provide.

Why use informed delivery?

As you can see there are benefits to enhance your mail results. You should also consider that over 14 million people have registered to receive these emails and that continues to grow daily. Many marketers are looking at new ways to use direct mail and informed delivery can help you grow your ROI.

Call Eye/Comm in San Diego at (619) 448-6111 or email [email protected] for more information on how they can help you maximize Informed Delivery.

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