1. “Multichannel Marketing: Maximizing Program Engagement and ROI” (benchmark report), Demand Metric in partnership with PFL, July 2019.

The Informed Visibility® Feature for Political Campaigns

Strategically coordinate your advertising efforts for maximum impact

For political advertising, timing is everything. Delivering a well-orchestrated omni-channel campaign is key to helping you capture the fragmented attention of today’s voters at the right time.

In fact, 47% of study participants report that orchestration and coordination with multiple channels is important to return on investment (ROI) success. And of those who include direct mail in their multi-channel campaigns, 80% report that it improves overall campaign performance.1

The Informed Visibility® feature keeps you connectedto your mailings with tracking from drop-off to delivery. Knowing where your mail is from end to end can leadto greater efficiency by helping you plan and executeyour messaging.

For example: Once your mailing reaches voters, yourcall center volume may increase. With the Informed Visibility® feature, you know when your mail is goingto be delivered, so you can increase your call centerhours to meet the demand.

Channel Orchestration Is Your Political Ally

It’s a mail data gold mine that offers near-real-time reporting data as your mail travels within the mailstream so you know where individual mail pieces are every step of the way.

And your data can be customized to fit your specific needs using filters, so you only see the information you want to see, at the frequency you want. You can even have the data delivered at regularly scheduled intervals.

Tag 57, Political Campaign Mailing, is a red container tag designed to provide added visibility to direct mail from postal acceptance to processing operations.

Work with a Mail Service Provider (MSP) to make sure your mailings are labeled with Tag 57.

Why should you use Tag 57? Your mailings will be easily identifiable in our processing and distribution centers when Tag 57 is used.

Has USPS accepted my mail?

What is the status of my mailing?

When will my mailbe delivered?

With the Informed Visibility® feature, you get real-time answers to these questions:

What Is the Informed Visibility® Feature?

Use Tag 57 for Even Greater Visibility

Campaign Optimization

For more information on standard delivery dates, visit postalpro.usps.com/ppro-tools/service-standards-maps

Aligning your digital communications with direct mail delivery is a powerful way to integrate your channels to help voters feel more connected to your campaign.

Tracking VisibilityInformed Visibility data can be used to determine when and where your mailings reach constituents so you can seamlessly coordinate all your campaign efforts across channels to reinforce your message.

For example, you can use Informed Visibility data to track your mail in the mailstream and see what percentage has been delivered.

The Informed Visibility® Feature in Action

With the Informed Visibility® feature, your campaign can know when a directmail piece will hit a specific city or state. This insight allows you to coordinate and time a follow-up email and/or social post to constituents in the same area, with relevant campaign messages that tie back to the mailing. This orchestration can be the key to helping increase engagement with your message and ultimately drive voter action.

25–49%

0–24%

50–74%

75–100%

2 days 5 days 10 days

A lack of orchestration is common. In fact, 43% of organizations report a fragmented approach to integrating marketing across channels.1 This lack of integration can make campaigns less effective.

after mail drop after mail drop after mail drop

43%

The maps below are for illustrative purposes only. They are a visual representation of Informed Visibility data. Depending on the class of service purchased, the map would be adjusted. The Every Door Direct Mail® (EDDM®) service is not currently tracked through this process.

1. Prateek Vatash, “Digital Intelligence Briefing: 2018 Digital Trends,” Econsultancy and Adobe, 2018.

Mail Service Providers Are a Valuable Resource

Your MSP can make it easy to get started with the Informed Visibility® feature and provide ongoing support by helping you:

• Sort and format your mailing data.• Set up delivery frequency.• Delegate access.

They can also provide data analysis to enhance your omni-channel efforts for direct mail, so you can trigger outreach at exactly the right moment.

If you are not working with an MSP currently,you can connect with one in your local area at usps.com/business/vendors.html

Delivered

© 2020 United States Postal Service. All Rights Reserved. The Eagle Logo is among the many trademarks of the U.S. Postal Service.

Learn more about driving voter action

with the Informed Visibility® feature.

If you would like a Political Mail Consultant to

contact you, visit deliverthwin.com/consultant

20POLINFVISBLTYSS