2019 Government Innovation Awards
Taking 'You've got mail' to a new level
The U.S. Postal Service’s Informed Delivery allows consumers to track packages and digitally preview their mail before it arrives. Customers can opt to receive scanned black-and-white images of the outside of incoming letter-size mail through a daily email message, an online dashboard or a mobile app.
Business mailers can participate, too, by replacing or supplementing grayscale images with colorful, interactive content. To set up an interactive campaign, businesses use the Mailer Campaign Portal to tell USPS which pieces of mail they want to use, upload content and associated URLs, and schedule delivery.
“Informed Delivery makes mail a more dynamic and valuable communication channel for our mailers and our customers,” said Gary Reblin, vice president of new products and innovation at USPS.
The benefits of Informed Delivery include open rates of more than 60% — more than twice the industry average. The tool also creates multiple impressions from a single piece of mail and therefore has the potential to increase USPS’ return on investment on its direct-mail marketing services because businesses can reach more customers without incurring more postage costs.
Launched nationally in 2017, Informed Delivery is now available to eligible residential consumers in the majority of ZIP Codes nationwide and was on track to reach 20 million users by the end of fiscal 2019. More than 2,600 brands have conducted interactive campaigns so far.
Next year, businesses will be able to add a digital call to action to their package notifications, which means companies could include links to instructions or product information.
“Mail, when combined with digital, is turning every interaction into action,” Reblin said. “New combinations of mail and digital have strengthened the relationship between businesses and customers.”
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