national postal forum the data to support informed...

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Informed Delivery®

National Postal Forum®

THE DATA TO SUPPORT INFORMED DELIVERY: MARKET RESEARCH AND CONSUMER RESPONSE

May 23, 2017

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CUSTOMER AND MARKET RESEARCH

USPS® conducts research regularly to evaluate and respond to market and consumer demands.

Customer and Market Insights helps to…

Identify and target a product’s most receptive audiences

Convey product messages and benefits efficiently through methods like concept and copy testing

Identify the most effective marketing channels

Understand a product’s appeal and drivers of satisfaction for consumers

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USPS engaged with consumers to design a product, Informed Delivery, that meets both their wants and needs.

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INFORMED DELIVERY RESEARCH

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5Example Topics included:

Interaction with Email Template

Mobile Registration Process

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>50

User Focus Groups

2014

Hours of user feedback, documented experiences, and interview material

When USPS began collecting user feedback on Informed Delivery

User Surveys

60 Focus Group Participants

50K Survey Respondents

User Feedback Highlights

WHAT IS INFORMED DELIVERY?

This feature allows users to interact with their mail in new, exciting ways.

Informed Delivery is a new feature offered by USPS that provides users with digital previews of their household mail arriving soon.

Mailpiece Image: Users receive emails with

grayscale images of the exterior, address side of

incoming letter-sized mailpieces

Supplemental Content: Mailers can include color images and interactive content that accompany

the scanned image or Representative image

Representative Image:Mailers can replace the grayscale image with a

representative full color image

For Flats: Without a Representative image a

user will see this:

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WHAT ARE THE BENEFITS?

Informed Delivery offers mailers a unique opportunity to engage users through a coordinated physical and digital touchpoint.

New digital channel with an engaged

user base

Multi-channel campaigns generating multiple

impressions

Enhanced customer call to action with interactive

content

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NATIONAL EXPANSION

As the feature expanded, USPS conducted customer and market research to quantify satisfaction rates.

Informed Delivery began as a pilot program with approximately 6,000 users, and it has rapidly expanded to more than 2 million users nationwide.

February 2017 – April 2017

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CONSUMER RESPONSE

User Characteristics & Behaviors

User Satisfaction & Engagement

What New Features Users Want

How to Market Informed Delivery

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17% 28% 23% 13% 19%

Household Income<$50K $100-150K $150-200K $200K+$50-100K

USER CHARACTERISTICS

Informed Delivery is not a niche feature, but has been adopted by users across demographics to-date.

18-24 25-34 35-44 45-54 55-64 65+ Prefer Not to Answer

2%

18% 19% 19% 20%18%

5%

56% Male

44% Female

Age of UserGender Breakdown

*Source: January 2017 Pilot User Survey

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USER BEHAVIORS


Users are responsive to online interactions and are still engaged with physical mail.

Users interact with Informed Delivery in a way that is valuable to the mailers who are trying to reach them.

88%

of users check their Informed Delivery

notification every day or almost every day

Informed Delivery enables ‘Household Mail CEO’s’ to view mail twice – one digital impression and

once when sorting the mail

Additionally, individuals who do not typically sort the mail can now view the exterior side of all incoming

letter sized mail

96%

of users primarily review Informed Delivery by checking daily email

notifications

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User Persona: Angie B.Age: 65Occupation: RetiredLocation: Northern Virginia

How Angie Uses Informed DeliveryAs a retired teacher, Angie now spends her time volunteering for a number of local non-profits. She uses Informed Delivery as a time management tool. For Angie, Informed Delivery is a way to preview what’s coming and plan her day’s activities in relation to when important pieces of mail may be arriving.

Wants & Needs✭ I want to be able to plan in advance

✭ I want the security of knowing if sensitive mail is arriving so it can be picked up quickly

✭ I need things to fit into my daily routine

“It gives me peace of mind knowing when important mail

will be delivered.”

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*Sources: See Works Cited

User Persona: Holly W.Age: 35Occupation: JournalistLocation: Southern California

How Holly Uses Informed DeliveryHolly’s work as a journalist requires her to travel across the country to conduct interviews. Because she uses the most up-to-date technology, the digital nature of Informed Delivery makes it easy for her to use. Informed Delivery enables her to keep a pulse on what mail is arriving and even take action prior to receiving it.

Wants & Needs✭ I want to know what’s in my mailbox when I’m

away from home

✭ I want to interact with materials on a digital platform

“It’s essential – you need to know what's arriving when

you are traveling.”

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*Sources: See Works Cited

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CONSUMER RESPONSE





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USERS LOVE INFORMED DELIVERY

91%

are satisfied or very satisfied with Informed Delivery.

9 out of 10would recommend Informed Delivery

to friends, family, or colleagues

Email engagement continues to be high with a 75% open

rate* in last month

75%

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Convenience & Early Action

“I am 96 years of age and having this info early in the

day means a lot to me.”

Access While Away

“Since I travel a lot, this service allows me to

check-in on mail that may require my

immediate attention.”

Family Dynamics

“My children get home before I do. Informed Delivery let’s

me know how to ask for the mail, rather than just finding it

by accident.”

*Represents reports as of May 15, 2017Source: January 2017 Pilot User Survey

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WHY ARE USERS SATISFIED?

Users report highest satisfaction levels with the timeliness, ease of use, and consistency of Informed Delivery.

92%Receive notifications at a time of day that allows enough time to preview mail before it arrives


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91%Report that email notifications

and dashboard are easy to read and use

TIMELINESS EASE OF USE

85%Receive Informed Delivery

notifications at a consistent time each day

CONSISTENCY

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CONSUMER RESPONSE





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INCORPORATING USER FEEDBACK

Through focus groups and surveys, users weighed in on features and attributes they would find appealing–and USPS listened.

Users want to track their incoming mail and packages in one dashboard

1USPS created two tabs in a single dashboard – one for mail and one for packages

Application:User Feedback:

Users want to receive notifications at an earliertime

2USPS moved the notification window earlier in the day to around 9:00 AM local time

Incorporating User Feedback

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WHAT USERS WANT TO SEE NEXT

Although users are satisfied with Informed Delivery, they have indicated interest in new features.

The Postal Service® has already made plans to incorporate some of these additional features.

New Features Users Want to See


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View packages and mailpiece images in one place

Planned

View service alerts, such as Post Office closures, in notifications

Planned

Receive and share digital coupons / offers related to incoming mail

Planned

Add another address to notifications (e.g., vacation home, PO Box®)

Planned

Flag / highlight bills or important mail

Indicate if a mailpiece belongs to a prior resident / is not yours

Future Consideration Future Consideration

FUTURE RESEARCH

USPS will continue to collect Informed Delivery user data and product feedback to further develop the product and marketing strategies.

By better understanding the target user population, Informed Delivery can improve and grow.

Demographic Insights

Examples

Age

Income

Geographic Insights

Examples

ZIP Code

Mailbox Type

Behavioral Insights

Examples

Mail Interaction

Digital Preferences

Product design that addresses users needs and wants Marketing strategy that targets the correct audience, and

uses the most effective channel and message

Data Inputs for Analyzing the National Market

Outputs

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CONSUMER RESPONSE





Advance Notice of Important Mail

Showing the specific types of mail that consumers can receive through Informed Delivery helps convey its value.

Knowing what’s in the mail earlier makes consumers feel better prepared for the day—giving them peace of mind, greater organization, and improved security.

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Consumers…

Worry about getting important mail and want to know delivery timing

Care about getting mail related to:• Personal finances (e.g., bills),• Personal business (e.g., invitations)• Government documents (e.g., taxes)

Strongly value that the service is free and easy to sign up for

*Source: October/November 2016 Qualitative Advertising Research

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Users like knowing what’s in their mail from anywhere

It’s not just for vacation—there’s every day value as part of your routine

Millennials are drawn to its benefits while multitasking and not being tied to home

Freedom to Receive Mail Anywhere

Users enjoy the peace of mind and freedom conferred by Informed Delivery.

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Appeal Varies by Group

Informed Delivery offers something to everyone, but in different ways.

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Millennials Generation X

Baby Boomers Early Tech Adopters

• Travel frequently, multi-task, and are on-the-go

• Value the idea of mail anywhere

• Attached to cell phones

• Very practical and busy juggling life

• Like planning the day and knowing what lies ahead

• Trying to stay on top of life, kids, and work

• Travel often

• Like peace of mind of knowing what is arriving while away

• Like to check mail in the morning and plan the day

• Take care of most business online

• Value Informed Delivery on vacation


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THE FUTURE OF INFORMED DELIVERY

The Postal Service will continue to evolve Informed Delivery to better serve mailers and consumers.

Join the Postal Service on a journey to create a more connected, effective, and modern mailing experience!

2017 2018 FUTURE

CO

NS

UM

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SM

AIL

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Package notifications on dashboard

Additional addresses

Social media channels Personal assistant integration Easy order / one-click response

Integration of mobile device features to campaign content

Integration with emerging digital channels

Full-service back-end integration via web services

Self-service mailer portal Mail.dat enhancements Automated reporting / web

services

Enhanced content (e.g., video, augmented reality, virtual reality)

Support for small business accounts Data formats for external analytics

platforms Supplemental content for packages

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INFORMED DELIVERYWant to learn more about Informed Delivery? Reach out through the channels listed below!

W e b s i t e f o r c o n s u m e r s :informeddelivery.usps.com

V i s i t O u r B o o t h a t N P F

E m a i l :[email protected]

Q u e s t i o n s ?

W e b s i t e f o r m a i l e r s :usps.com/informeddeliverycampaigns

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WORKS CITED

Foresee USPS.com Survey. USPS. 2016

Informed Delivery Concept Focus Group. USPS. 2014

Informed Delivery Concept Focus Group. USPS. 2015

Informed Delivery Pilot User Survey (NY). USPS. 2016

Informed Delivery Pilot User Survey (NY and DMV). USPS. 2017

My USPS Integration Focus Group. USPS. 2015

User Segmentation Research. Deloitte Consulting, LLP. 2017

User Testimonial Interviews/ Videos. USPS. 2016

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