The great thing about Informed Delivery is that it provides marketers with an opportunity to add value to their direct mail pieces before the recipient even opens them. By leveraging the power of email, marketers can offer their customers additional digital content and take their engagement to the next level.
When participating in Informed Delivery, businesses can replace the grayscale image that appears in the daily email with a “representative” image of their mailing and a “ride-along” image. The ride-along image is what will appear in color underneath the preview of the mailpiece and can contain a clickable link, an offer or a call to action (CTA).
Informed Delivery is free for USPS customers who participate with a valid mailing address. All First-Class Mail, Standard Mail and Periodicals mailers are eligible to use the service. Informed Delivery allows marketers to reach subscribers by cross-referenced a list of their existing customers with the USPS database of Informed Delivery participants. This is a great way to get your brand in front of new customers who have already signed up for the service.
When designing a campaign for Informed Delivery, be sure to include methods for tracking success and evaluating return on investment. By giving each included link a unique landing page, companies can track impressions, user activity and conversion metrics to determine the effectiveness of their campaign. This granular data will help you determine what is and isn’t working and help you create better consumer experiences over time.
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