Over the years, the US Postal Service has made great strides to improve how mail is tracked. By implementing machine-readable barcodes, the Improved Mail Delivery System can track individual pieces of mail as it moves through the postal system. This also gives recipients a sneak preview of their mail before it arrives.
These new innovations will change the way people receive mail and, more importantly, how direct marketers send it. This blog will examine these innovations, what they mean for businesses that rely on direct mail marketing, and how Presort Inc. is your go-to resource to implement any direct mail strategy.
Digital scanning has been a part of the USPS delivery process for a long time. Ever since optical technology that could quickly and accurately take snapshots was developed in the ’90s, the postal service has taken and kept greyscale images of mailpieces. Now, the postal service is sharing these images with recipients through a voluntary program called Informed Delivery. This free service requires an email address and a physical address, and while it isn’t available to all addresses and ZIP codes, with over 20 million subscribers it is quickly becoming an important resource for consumers because of its many benefits:
- See the mail before it arrives
- Remotely track mail
- Electronic proof that mail was delivered on a specific date
- Special offers and scannable codes can be accessed right away, instead of waiting for the physical mail to arrive
- Mail previews arrive via email on the morning of delivery
This final benefit is a considerable boost to direct mail marketers. While informed delivery is an improvement that is meant for recipients, businesses and nonprofit groups can use it to adapt their strategic direct mail marketing.
Build brand recognition – Informed Delivery scans and shares the front of every envelope. Marketers can use this advantage to boost impressions by placing special offers, important events, and fundraising information on the front of the envelope.
Optimize text and color use – One of the simplest strategies for direct mail is to use striking colors for envelopes. The thought is to have your mail piece stand out from the whites and manila yellows of common mail. The greyscale of Informed Delivery won’t convey these colors, but it is important to make sure that text and pictures are clear and as easy to read in black and white as they are in full color.
Optimize mail for omnichannel marketing – Modern direct mail strategies seek to bridge the gap between print and digital marketing. Informed delivery provides an email with clickable links along with scans. This allows businesses and nonprofit groups the ability to build special landing pages around these pieces to track traffic and maximize leads.
There is no doubt that Informed Delivery is a huge step forward for the USPS to modernize mail delivery. But with some foresight, a solid direct mail marketing strategy, and an experienced, trusted mailing partner in Presort Inc., your organization can make the most of it. This is only the beginning. While this service is currently limited to letter-size mailpieces such as business holiday cards and promotional postcards, the USPS looks to expand Informed Delivery services to larger mailings such as catalogs and brochures.
When your business or nonprofit organization wants to maximize exposure, highlight special offers, or get the word out on sales or special fundraising events, direct mail is a powerful marketing tool. The missing element is a direct mail marketing partner that offers the services you need:
Printing – As the premier direct mail printing service in the St. Louis area, Presort Inc. always offers quick turnaround times and has the ability to accommodate unique ideas for any marketing material, including commercial postcards, brochures, and catalogs.
Mailing List Services – Presort Inc. can also help you choose the appropriate criteria for your business mailing list and prepare a robust plan that will blanket your target market and clients with your direct mail message.
Retargeting – Presort Inc. can develop and implement a marketing strategy that combines the exposure of digital marketing with the tangible benefits of direct mail. Retargeting is a great strategy to use in conjunction with Informed Delivery.
Reach out to Presort Inc. today and share your marketing goals with us. We can start a conversation that will boost exposure, reach your target market, and deliver the ROI you expect.