USPS Informed Delivery Is a Game-Changer for B2B Direct Mail

Capturing your target audience's attention and keeping their interest over time can be a challenging endeavor. In today’s saturated world, most people have advertising overload. Finding creative ways to make your direct mail stand out helps boost brand visibility and build interest in what your business has to offer.

USPS Informed Delivery is an innovative digital tool that turns the one-way communication of traditional direct mail into a measurable omnichannel approach. It can boost visibility and provide marketers with information about the performance of each direct mail campaign.

What Is USPS Informed Delivery?

USPS Informed Delivery gives recipients a free digital preview of their incoming mail before it arrives. This service sends recipients a scanned version of the physical mail to be delivered each day by email, increasing engagement by allowing them to see each item twice. This also provides an extra touchpoint for businesses, building brand awareness. Senders can even add interactive digital content to the mailings that Informed Delivery recipients receive.

Boost Engagement Throughout Sales Cycles

Full sales cycles can be long, drawn-out processes that require your marketing team to invest effort into keeping potential customers' attention along the way. Most recipients will not make a purchase the first time they hear about your business. However, Informed Delivery speeds up the process by providing two separate impressions within one day.

Combining this increased engagement with materials from other channels, such as digital ads and email follow-ups, provides more opportunities for recipients to interact with your marketing materials and move closer to making a purchase.

Strengthening Omnichannel Impact

Any money your business spends on postage reduces each campaign's overall ROI. This means that increasing exposure without sending more mail can be a helpful way to stretch your budget. Informed Delivery significantly boosts impressions and engagement by giving recipients an extra opportunity to see each item. Recipients that are initially interested in a digital version are more likely to act upon it when the physical item arrives instead of forgetting about it.

Improve Measurability and Attribution

Direct mail is a straightforward way to market to a large audience, but it also tends to be one of the most challenging methods from which to gather results. The most beneficial campaigns provide an abundance of measurable information about how many recipients read your marketing and what they do with it. Email campaigns have the benefit of reporting different metrics through open rates, click-through rates, and more.

By adding a digital element to your direct mailings, Informed Delivery provides more options for better understanding how your recipients are interacting with these materials and whether each campaign is providing an adequate ROI. This information can be particularly beneficial when combined with data gathered from personalized URLs, QR codes, and other digital aspects of your marketing materials that link specific recipients' actions with specific mailings.

Support Personalization and ABM Strategy

Any modern target audience expects marketing materials designed with their preferences in mind. Sending the same mailings to every prospect no longer generates interest, but Informed Delivery can show your recipients personalized messages about a specific promotion or service that may be a good fit to generate interest before their mail even arrives. Some types of mail that tend to work particularly well for this purpose include:

• Specific offers and sales that relate to a specific recipients' purchase history or demographics

• Invitations to events

• Outreach to certain accounts with other specific elements of interest
  

The Bottom Line: USPS Informed Delivery Takes Direct Mail to the Next Level

Informed Delivery elevates the direct mail experience for senders and recipients by increasing engagement and sharing valuable data. Leveraging this tool can give B2B businesses a significant competitive advantage by turning basic mailings into integrated marketing strategies that produce results.

Milestone Marketing Solutions is here to assist you with your direct mail marketing needs. We would love to speak with you to learn more about how we may be able to assist in creating direct mail marketing campaigns that produce superior results. Contact us and we will respond as soon as possible.