Direct mail continues to hold its ground as a powerful tool for reaching and engaging target audiences. However, in order to truly maximize the effectiveness of direct mail campaigns, it’s crucial to explore innovative strategies that go beyond traditional mail delivery. One such strategy that has been gaining traction in recent years is harnessing the power of USPS Informed Delivery.
Integrating Informed Delivery presents a compelling opportunity. Informed Delivery allows businesses to extend the reach of their mail pieces by delivering a digital preview of the physical mail to recipients’ email inboxes. This means that even before the physical mail piece arrives, recipients have already been exposed to the message, creating multiple touchpoints and increasing the likelihood of engagement.
One of the key advantages of utilizing Informed Delivery is its ability to reach customers digitally who may not have provided their email addresses. Businesses have the opportunity to connect with a wider audience base, tapping into the expansive network of Informed Delivery subscribers. This not only helps expand the reach of direct mail campaigns but also ensures that no potential leads are left untapped.
The statistics speak for themselves – Informed Delivery boasts an impressive average open rate of 65%, far surpassing typical email marketing benchmarks. This astronomical open rate underscores the effectiveness of the platform as a channel for engaging with recipients and driving action. By delivering the mail preview directly to recipients’ email inboxes, businesses benefit from heightened visibility and increased exposure for their marketing message.
But the benefits of Informed Delivery don’t stop there. In addition to the mail preview, businesses have the opportunity to embed a full-color clickable ad right beneath the scanned image of the physical mail piece. This clickable ad serves as an additional touchpoint for engagement, allowing recipients to easily access more information or take desired actions with just a simple click. Moreover, the fact that the email is coming from a trusted source – the USPS – lends credibility and legitimacy to the marketing message, further enhancing its impact.
By leveraging Informed Delivery, companies can effectively amplify the reach and impact of their direct mail campaigns, ultimately leading to improved ROI. With the ability to reach a broader audience, increase visibility, and drive engagement through a trusted platform, Informed Delivery represents a valuable asset in the marketer’s toolkit. By incorporating this innovative strategy, companies can stay ahead of the curve and unlock new opportunities for success in direct mail marketing.
