1. National Postal Customer Council February 18, 2016
Gary Reblin,
V.P., New Products & Innovation
United States Postal Service

2. INFORMED DELIVERY Pilot Overview
New consumer service that enhances hardcopy mail
Consumers images of their daily mail
Multiple impressions and the potential for interactivity
Piloted in Northern Virginia over 10,000 users
Expand to New York Metro Area November 2015
ZIP Codes: 066, 069,
Expedited Mail United States Postal Service

3. Over time, satisfaction with Informed Delivery improves
Northern Virginia Update
Over time, satisfaction with Informed Delivery improves
Seasoned Users like the service most of all compared to last year, they…
Consider the service more effective
Are more satisfied with the service
Are more likely to recommend it to a friend or family member
Are more likely to claim they will continue to use the service
OVERALL KEY METRICS
2014
2015
Found very effective/effective
82%
86%
Overall satisfaction very satisfied/satisfied
85%
92%
Very likely/likely to continue receiving notifications
91%
95%
Likely to recommend (top 3 box)
80%
84%
+4%
+7%
+4%
+4%

4. INFORMED DELIVERY: NY UPDATE
Expedited Mail United States Postal Service
BY THE NUMBERS
Registered Subscribers: 65,000 (23k receive alerts)
Average Read Rate: 78%
Average time open:1 hour after sent

5. INFORMED DELIVERY: NY UPDATE
Expedited Mail United States Postal Service
Participating Mailers
Getting Started as a Mailer
Mailer ID on letter size mailpiece
Image to display for click through
URL: where customer lands
Start and end date of image being used
Image of flat mailpiece (flats are not scanned today)

6. INFORMED DELIVERY: NY UPDATE
Expedited Mail United States Postal Service
NEXT STEPS:
Customer Acquisition Plan
Multi Channel Marketing Campaign:
Direct Mail
Post Office Signage
Add mailers
> 100k users
Integrate into My USPS
April
Social Media Integration: Share on
Twitter
Instagram
Facebook

7. USPS Promotions Strategy: Approach:
Evolve the mail for long term growth
Approach:
Incentivize and provide a discount to companies that innovate in the mail
New techniques to drive hardcopy to a mobile experience
New printing techniques and inks to better engage the consumer

8. 2016 Promotions First Class Mail® Earned Value April 1 –June 30
Personalized Color Transpromo
July 1 – December 31
Encourage mailers to use Business Reply Mail (BRM) and Courtesy Reply Mail (CRM)
Encourage FCM mailers to use Personalized Color Transpromo messaging on bills or statements
Standard Mail® & First Class Mail®
Emerging and Advanced Technology/Video in Print
March 1 – August 31
Encourage Direct Mailers to incorporate interactive technology
Standard Mail®
Tactile, Sensory & Interactive Mailpiece Engagement
Encourage the use of “Sensory” engagement to drive increased customer response. Includes papers, inks and interactive mailpieces
Mobile Shopping
Promotes use of technology platforms to go from the mailpiece directly to an online shopping experience

9. Emerging and Advanced Technology
2016 Promotions
Emerging and Advanced Technology
A/B testing option
Measure response rate of enhanced mail vs. no enhancement
Mailing “A”
Meets all the published 2016 Emerging and Advanced Technology/Video in Print promotion requirements
Mailing “B”
Does not need to meet the incentive requirements.
10% of the mailing has no treatment or enhancement
Augmented Reality
NFCs 9

10. Questions