creating a successful informed delivery campaign · informed visibility . introduces some important...

Creating a Successful Informed Delivery Campaign

Dave Lewis, President SnailWorks

What is Informed Delivery? •A Full-Service Intelligent Mail enabled

product; • Sends an email to enrolled consumers

with black and white images of the day’s mail; •Consumers may also use app; •Mailers can add and replace images

Why Informed Delivery?

•Boosted response rates for your DM •A great alternative to email •Additional brand impression opportunities •An improved response path •Keeping up with your competitors

Why a Campaign?

• Link mail to your online marketing world •Create a destination for responses •Consistency of offer •Know what’s working •Measurement and attribution

The Elements of a Campaign

• The mail piece • The representative image • The ride-along ad • The web landing page •Web links •Measuring results

The Mail Piece

The Representative Image

Ride-Along Ad Image

The View in Informed Delivery

The Web Landing Page

• Pre-Campaign reporting • Post-Campaign reporting

•Response tracking

Measurement and Reporting

Creating Your Campaign

Design the Mail Piece – Follow the basics •Clean design •Clear offer •Clear call to action

Creating Your Campaign

Presort the file – Assign IMb • IMb’s required to create ID campaign •Keep serial numbers sequential • Set up different ranges for splits/panels

Create Your Campaign

Set up URL(s) • If using ride-along ads, you need a destination URL for

the click • For multiple panels/tests, use multiple URLs • You can assign unique URL to each piece through

Mail.Dat or Mail.xml

Create Your Campaign

Create campaign in Business Customer Gateway

• Names and titles • Start and end dates • Mailer ID • Serial number range • Mail piece shape

• Letter or flat

Create Your Campaign

Upload images to Informed Delivery

Create Your Campaign

Create a web destination for clickers: • Your web site • An offer-specific landing page • A pass-through landing page

It’s all done with the URL: • www.GACservices.com • www.GACoffer.com • www.GACofferA.com; www.GACofferB.com

Create Your Campaign

Measure Your Results

Create Your Campaign

•Click-throughs don’t matter – much •How do ID pieces do versus Non-ID? •A/B campaigns non-ID vs ID •Keep an eye on subscriber counts

Measure What Matters!

Use Cases

Retail

Bill Payment

Service Companies

•Credit cards • Publications • Financial services •Restaurant •Coupons

…And More

•Unique URL for each piece • Enhanced reporting •B2B capabilities • The Key metric – more consumers;

• 10M now • How many 2019??

The Future Looks Bright…

Resources usps.com/business/informed-delivery.htm

www.D2D-ID.com

Sacramento Special Appendix!

Informed Visibility

IV is the latest iteration of the USPS mail tracking tools for letter and flat mail

Informed Visibility

The next phase of mail tracking – Rolled out in December 2017 •Built largely on the framework of Intelligent Mail •Adds new tracking events • Enhances data sharing •Becomes more “real-time”

Informed Visibility

Introduces some important new concepts: •New “Scan Events”

• Logical events • Assumed events

•Unique Piece Identifier •Non-Tracking-STID tracking

Informed Visibility

What hasn’t changed: • For letters, the same piece scans occur. Letters are not

scanned any more frequently. • For flats, the same piece scans occur. • For letters there is very little, in any improvement in

delivery tracking. • There are no changes to the IMb or Full-Service rules. •Both systems, IMb Tracing and IV provide raw data

IV vs. IMb Tracing

Reported at the piece level: •Actual scans – when a piece passes a scanner • Logical events – a logically derived event based on an

actual scan •Assumed events – an event based on mail nesting from

eDocs – what happens to a container also happens to the trays and pieces it carries • Assumed actual • Assumed logical

New Scan Events

•Data may be set up as a feed; • SFTP is only FTP option – Non-secure FTP phased out • Mail.xml

•Data may be queried • You need an existing IV subscription • Queried through BCG

Getting at the Scan Data

•Optional formats: • PKG “legacy” file. Same format as existing IMb Tracing

records; • Delimited file: Adds a lot more optional fields – where he

enhanced value of IV lives; • You can choose to receive or not receive assumed events • Raw vs. “Enriched” data

What’s In the Data?

Data Delegation Request

The upshot: •You still need to track mail – can’t just go looking after problems; •Past history is not available to non-subscribers; •Best use case is STID error

Tracking Non-Tracking STID’s

• The Upshot: • Changes the game on inbound tracking • Could be very helpful in accidental duplication • Still needs to be evaluated – start February 17

Unique Piece Identifier

Now, Mail Tracking Tells a Story

Thank You!! Questions??

Dave Lewis dlewis@SnailWorks.com

ID