1. Informed Delivery

2. AGENDA Informed Delivery Presentation What Is Informed Delivery
Why Informed Delivery
Consumer Benefits
Mailer Benefits
Informed Delivery Campaign Creation
Data Analysis (Pre/Post)
Resources on PostalPro
This afternoon, we are going to discuss how the USPS is leveraging the Informed Delivery Tool to add value to direct mail. We will go through the Informed Delivery Presentation, Complete a Knowledge Check & FAQs, and will actually get a chance to submit our own Campaign through Business Customer Gateway.

3. e What is Informed Delivery? Informed Delivery
Informed Delivery is a consumer-facing feature offered by USPS® that provides users with digital previews of their household mail arriving soon. Mailers can integrate digital campaign elements to enhance and extend the mail moment. e
If a mailer conducts an Informed Delivery interactive campaign, supplemental content will be shown (for letters/postcards or flats).
Interactive campaigns include custom images, known as Representative and Ride-along Images, and a target URL that directs the user to a digital experience.
Informed Delivery users receive scanned images of the exterior of incoming letter-size mailpieces (processed through automated equipment).*
Images are available via notification, online dashboard, or mobile app.
Informed Delivery is a free and optional notification service that gives residential consumers the ability to digitally preview their letter-sized mailpieces and manage their packages scheduled to arrive soon. This feature offers consumers the convenience of viewing what is coming to their mailbox whenever, wherever – even while traveling – on a computer, tablet or mobile device.
Informed Delivery also allows users to act before important items reach their mailbox, by offering mailers an unprecedented opportunity to engage users through synchronized direct mail and digital marketing campaigns.
*Exterior images are only provided for letter-size mailpieces that are processed through USPS’ automated equipment. Color images from participating mailers are also included. Package tracking information on Priority Mail®, Priority Mail Express®, and other trackable parcels is also included.

4. Why Informed Delivery? Informed Delivery
Reach engaged consumers. Tap into an engaged user base that delivers higher-than-average open rates.
Increase interaction. Generate multiple impressions from a single mailpiece.
Encourage faster responses. Offers, interactive content, and a clear call-to-action to help increase consumer response.
Reach customers digitally from their physical address. Expand your reach and audience base.
Get more bang for your buck. Potentially increase return on investment (ROI) for your campaign.
Measure campaign performance. Gain valuable data insights that can help optimize your marketing spend.
The better question is why wouldn’t a consumer or a mailer use Informed Delivery?
Instructor Note: Ask the room who all is signed up for Informed Delivery? Talk about experience and benefits
Consumers can see what’s coming
Consumers can take action on their mail before it arrives
Informed Delivery is Free!
The advantages of Informed Delivery for mailers are equally as impressive. With an interactive Informed Delivery campaign, mailers have the opportunity to integrate their physical mail pieces with a digital consumer experience. What does that mean exactly? Mailers who create interactive Informed Delivery campaigns can get their customers to engage on mail faster, to create interest and anticipation about their products and services. State and local governments can use Informed Delivery to send out public safety announcements. Retailers can send out previews of upcoming sales, and all businesses can expand their customer outreach. The data gathered from these interactive campaigns can be used to gain insights into their customer base, and the effectiveness of specific campaigns. The analysis and information gained from an interactive Informed Delivery campaign will help to drive business for the mailer.
Informed Delivery offers benefits to both the consumer and mailer and the service is free for both. So again, instead of asking “Why Informed Delivery” the better question is “Why wouldn’t you use Informed Delivery”.

5. How Does the Feature Work for Consumers?
Informed Delivery
How Does the Feature Work for Consumers?
USPS leverages existing mail imaging processes to provide users with a digital preview of mail arriving soon. ID
Consumer signs up
Mail imaged during processing
Images matched to delivery points
Notification ed to user
User receives mailpiece
Consumers sign up on usps.com® after address is provided and identity is verified.
Mail is sent. USPS uses existing processes to gather digital images of the exterior of letter-size mailpieces that are processed through automation equipment.
USPS automatically matches mailpiece images to Informed Delivery users.
USPS notifies Informed Delivery users of mail arriving soon in an and/or dashboard view.
USPS delivers physical mailpieces through regular delivery.
The consumer signs up through usps.com or through a postal employee via the ID enroll app. First, their address is validated for receiving Informed Delivery. At this time not all zip codes are eligible. Next, their identity is verified through extensive security questions that are vetted through one of the credit bureaus. Once enrolled, the USPS uses existing processes that provide digital images of the exterior, address side of letter-sized mailpieces as they are processed through automation equipment. Users can view the grayscale or “A mailpiece for which we don’t currently have an image is included in today’s mail.” via notification, the USPS Mobile® App, or on their personal dashboard at informeddelivery.usps.com. Users can also receive USPS Tracking updates for incoming packages via separate or text notifications. Ultimately, enhancing the consumer’s experience.
Interactive campaign data is applied at this step…
Just like a physical mailbox, the Informed Delivery feature is provided at a household level, based on a unique delivery point code for each address. Multiple residents can sign up.

6. How does This Feature Work for Mailers
Informed Delivery
How does This Feature Work for Mailers
Each Informed Delivery interactive campaign is triggered by and mapped to a single Mailer ID (MID) within an Intelligent Mail® barcode (IMb®) used on the mail piece customized to be active during a defined date range.
Take Advantage of New Digital Channel
Mail imaged during processing
Images matched to delivery points
Notification ed to user
User executes Call to Action
User receives mailpiece
Analyze Results
Interactive campaign is mapped to MID and Imb within a date range. Ride-along or Representative image will appear in consumer’s , USPS Mobile App or on dashboard at USPS.com.
Mailers choose to enhance hardcopy mailings by conducting an interactive campaign that includes custom images and a website link (URL).
USPS notifies Informed Delivery users of mail arriving soon in an and/or dashboard view.
Using the URL provided with the Ride-along or Representative image, user clicks through to perform the mailer’s call to action.
USPS delivers physical mailpieces through regular delivery.
Post Campaign Analysis available through the Mailer Campaign Portal and PostalOne!
Mail is sent. USPS uses existing processes to gather digital images of the exterior of letter-size mailpieces that are processed through automation equipment.
As noted in the previous slide, Informed Delivery users will see images of their mail, regardless of whether or not a mailer conducts an interactive campaign. Mailers can enhance their hardcopy mailings by conducting a campaign that includes custom images and a website link (URL). This information is referred to here as supplemental content.
Each unique set of customized supplemental content is associated with an individual mail campaign. Multiple campaigns can be conducted at one time for a single mailing. Multiple mailings and campaigns can be conducted simultaneously.
Each campaign is triggered by and mapped to a single Mailer ID (MID) within an Intelligent Mail® barcode (IMb) that is used on the mailpiece and can be customized to be active during a defined date range.
When the Informed Delivery application receives a mailpiece scan for an enrolled Informed Delivery user and the MID or the MID/Serial Number in the IMb is associated with an active mailer campaign, that user will see customized supplemental content that the mailer provided USPS. The mailer’s process is illustrated in the slide.
Just like a physical mailbox, the Informed Delivery feature is provided at a household level, based on a unique delivery point code for each address. Multiple residents can sign up.

7. Increase Direct Mail Value Enhances Consumer Experience with Mailpiece
Who Can Create an Interactive Campaign?
Informed Delivery
USPS Benefits
Revenue Growth
Increase Direct Mail Value
Informed Delivery represents a key piece of the U.S. Postal Service’s digital strategy: to use data to make mail a much more powerful marketing and communications tool. While nothing replaces the value of hardcopy mail, Informed Delivery is the USPS’ way to respond to increasing consumer demands to interact and communicate digitally with everything, including their mail. And Informed Delivery helps to rid USPS as an old and outdated organization.
We’ve talked about the benefits of Informed Delivery for our consumers and our mailers, but what benefit does Informed Delivery provide USPS?
For over 200 years USPS has created “mail moments” linking senders to recipients. The experience of customers, as mailers and recipients in both business and consumer roles, is the “brand,” or relationship that adds value to the link between senders and recipients. In addition to the value of the link or mail moments USPS provides mailers and recipients, our brand also has monetary value. According to a report by the Office of the Inspector General, the Postal Service’s brand value was $3.6 billion in FY13. Informed Delivery along with other innovations in technology, such as optical character recognition technology, provide value to both our consumers and mailers which enables USPS to continue revenue growth and increase the monetary value of our brand.
So, why are we talking to you, about Informed Delivery. Employees at all levels of USPS are integral to brand success. Remember you are the face of USPS and integral to the success of our delivering mail into the future.
Enhances Consumer Experience with Mailpiece

8. 1 2 3 Who Can Create an Interactive Campaign?
Informed Delivery
Who Can Create an Interactive Campaign?
Informed Delivery is not a niche feature – organizations across a variety of industries can (and should!) create interactive campaigns.
Mail Owners / Brands
Mail Service Providers (MSPs)
Advertising Agencies 1 2 3
Now, who can create an interactive camapign?
Any organiztion can conduct an Informed Delivery campaign whether they are a mail owner/brand, Mail Service Provides (MSPs), or Advertising Agencies.

9. How Can a Mailer Participate?
Informed Delivery
How Can a Mailer Participate?
The campaign process is simple – create hardcopy mail as usual, provide USPS with data elements and supplemental content, and induct the mail.
Pre-Campaign
Campaign
Post-Campaign
Plan your
campaign
Prepare
mailing
Provide campaign details
Induct your mailing
Analyze and gather insights
Enter or submit campaign elements to USPS
View the results of your campaign, including open rate and number of click-throughs
Determine the type of campaign to conduct and create your mailing list(s)
As stated previously, any organization can participate as long as the mailpieces are automation compatible, contain a valid IMb, and the Mail Owner or MSP has valid MID. The overall campaign process is simple; mailers create and initate hardcopy mail as usual and provide USPS data elements and supplemental content to facilitate an Informed Delivery interactive campaign. Lastly, they induct the mail and analyze and gather insights.
There are three different campaign options:
MID ONLY: All mailpieces with this MID have the same campaign applied, therefor all Informed Delivery users see the same campaign.
IMb Serialized: All mailpieces with the same MID and a defined Serial Number range within the IMb create a unique campaign. This campaign level provides the ability to apply different campaigns to groups of customers and the ability to use a “shared” MID, such as one that might be used in large businesses with multiple business units or one provided by a MSP. These campaigns are defined with a unique and sequential Serial Number range for each campaign treatment desired. Dividing the mailing list into campaign groups prior to printing/addressing the actual mailpieces or assigning the IMbs is critical.
Personalized: each piece has an individual IMb and get a unique campaign applied. Due to testing, this functionality is being redeployed Spring 2019.
Three Campaign Options*
MID Only = all pieces with that MID on Piece get the campaign applied
IMb Serialized = all pieces with the MID on Piece within the Serial Number Range submitted get the campaign applied
Personalized = each piece has an individual IMb and gets a unique campaign applied [ONLY AVAILABLE VIA POSTALONE!®, NOT THE MAILER CAMPAIGN PORTAL]*
*Testing of personalized campaigns, entered via PostalOne!, began in Spring Mailers wishing to conduct personalized campaigns must work closely with the Informed Delivery PostalOne! technical team to facilitate testing

10. Mailpiece Eligibility
Informed Delivery
Mailpiece Eligibility
For a letter, postcard, or flat to be eligible for Informed Delivery, it must be automation compatible and scanned through USPS equipment.
LETTERS / POSTCARDS
The majority of letter-size mailpieces and postcards are eligible for Informed Delivery because they are automation compatible and scanned through USPS equipment.
FLATS
Eligibility varies. Images of flat-size mailpieces are not captured by USPS automation equipment at this time. If the mailer does not conduct an interactive campaign on a flat, users will see a message stating “A mailpiece for which we do not currently have an image is included in today’s mail.”
FLATS CAMPAIGNS
Mailers can still conduct Informed Delivery campaigns on flats, but should be aware results may not match letter-size campaigns.
The Representative Image is a required campaign element for flats.
If a flat with an Informed Delivery campaign applied is processed through automation equipment (or a scan is otherwise detected), users will see the interactive campaign.
Informed Delivery interactive campaigns can be conducted on all automated postacard, letter-size, and flat mailpieces. At this time, not all flatsize mailpieces are scanned through automation equipment and USPS does not provide images of flats to consumers. USPS requires mailers conducting a campaign on flat-size pieces to include a Representative Image. If no campaign is conducted on flat-size pieces, consumers will only see a message stating, “A mailpiece for which we don’t currently have an image is included in today’s mail” if a flat scan is detected.
EDDM is not eligible for Informed Delivery – only mail with an IMb is eligible.
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11. Well-designed Physical Mailpiece
Informed Delivery
Interactive Campaign for Letters & Flats
Well-designed Physical Mailpiece
Mailing Details (Mailer ID, IMb Serial Number Range, or IMb Serial Number)
Customized Content (Representative Image)
Interactive Content (Ride-along Image and target URL)
There are two types of interactive campaigns, which is dependent upon the supplemental content provided by the mail owner or MSP.
The first type is basic and can only be submitted for a letter campaign. This campaign consist of a ride-along image and a target URL. The ride-along image is clickable (interactive), as is the additional “Learn More” link displayed on the slide which is the target URL. The ride-along image is place below the USPS grayscale scanned image of a letter-size mailpiece in the or dashboard.
The second type is called a dual campaign and consist of a representative image in addition to the ride-along and URL. All flat size campaigns must be submitted with a representative image because it is displayed in lieu of the grayscale image. (Grayscale images of flat-size mail are not provided to consumers, however, scan events are captured for some flat-sized mailpieces during processing. Representative images are not clickable (interactive) and the images must be clearly branded and directly related to the hardcopy mailpieces.
Additional information on required campaign elements can be found in the Interactive Campaign Guide on the Informed Delivery for Business Mailers website.

12. Campaign Submittal Options
Informed Delivery
Campaign Submittal Options
BCG Portal
BCG Portal, Mail.dat & Mail.xml
Mail.dat & Mail.xml
MID Campaigns
IMb Serialized Campaigns
Personalized Campaigns*
MID campaigns can be submitted through the BCG Portal.
IMb Serialized Campaigns can be submitted through BCG Portal and Postalone
Personalized Campaigns can be submitted through PostalOne once the feature is available.
*Testing for Personalized Campaigns has been suspended at this time. Ability to create Personalized Informed Delivery campaigns is a future capability.

13. Steps to submit campaign through Business Customer Gateway
Informed Delivery
Steps to submit campaign through Business Customer Gateway
Log into the BCG CAT site (
Select “Other Services” option on the sidebar of the BCG homepage.
Click on the “Get Access” (first time users) or the “Go to Service” button in the “Informed Delivery Mailer Campaign Portal” row.
A mailer is able to access the mailer campaign portal through Business Customer Gateway by:
Logging into Business Customer Gateway using a valid username and password
Select “other services” option
Click (Get Access) if they are a First Time User of “Go to Service” button in the Informed Delivery Mailer Campaign Portal option

14. Seven Steps to Create an Interactive Campaign
Informed Delivery
Seven Steps to Create an Interactive Campaign
Choose Your Submission Method: As a mailer, you have two options for submitting your Informed Delivery campaign: PostalOne! or the Mailer Campaign Portal. The primary difference between the submission methods is that PostalOne! is better equipped for high-volume, complex mailings.
Define Your Customer List: Will one list work for all campaign recipients, or are there segments within the campaign for specific customer or loyalty groups? If so, segregated these groups from within your campaign mailing list.
Determine MID and/or IMb® Serial Number Range: MIDs can belong to the mail owner, ad agency, printer or other Mail Service Provider. Identify the MID to be used for the campaign. Ensure your Mailer Identifier (MID) is valid and the one printed in the Intelligent Mail barcode (IMb) on the mailpiece. Lastly, determine your serial number ranges in the IMb.
Produce Your Creative Content: Design the “Ride-along” image that appears in addition to the preview of your mail piece. Determine your target URL (website), as well as the call to action. Decide whether you will use the grayscale image provided by USPS or use a color Representative image.
Select a Timeline: You need to consider both the class of mail and where the mail is being entered for your Informed Delivery schedule. Suggested campaign start times are 2-3 days prior to your first expected in-home delivery date and suggested end times are 2-3 days after the last expected in-home date.
Submit Campaign: Submit your campaign using one of your previously determined submission methods using either the Mailer Campaign Portal or PostalOne!
Analyze Results: Know how your campaign worked for you. Download Post-Campaign Analyses (summary and detail level reports) directly from the Mailer Campaign Portal or get a copy of your Post-Campaign Summary reports via from PostalOne! at
There are seven steps to creating an interactive campaign:
Choose Your Submission Method: As a mailer, you have two options for submitting your Informed Delivery campaign: PostalOne! or the Mailer Campaign Portal. The primary difference between the submission methods is that PostalOne! is better equipped for high-volume, complex mailings.
Define Your Customer List: Will one list work for all campaign recipients, or are there segments within the campaign for specific customer or loyalty groups? If so, segregated these groups from within your campaign mailing list.
Determine MID and/or IMb® Serial Number Range: MIDs can belong to the mail owner, ad agency, printer or other Mail Service Provider. Identify the MID to be used for the campaign. Ensure your Mailer Identifier (MID) is valid and the one printed in the Intelligent Mail barcode (IMb) on the mailpiece. Lastly, determine your serial number ranges in the IMb.
Produce Your Creative Content: Design the “Ride-along” image that appears in addition to the preview of your mail piece. Determine your target URL (website), as well as the call to action. Decide whether you will use the grayscale image provided by USPS or use a color Representative image.
Select a Timeline: You need to consider both the class of mail and where the mail is being entered for your Informed Delivery schedule. Suggested campaign start times are 2-3 days prior to your first expected in-home delivery date and suggested end times are 2-3 days after the last expected in-home date.
Submit Campaign: Submit your campaign using one of your previously determined submission methods using either the Mailer Campaign Portal or PostalOne!
Analyze Results: Know how your campaign worked for you. Download Post-Campaign Analyses (summary and detail level reports) directly from the Mailer Campaign Portal or get a copy of your Post-Campaign Summary reports via from

15. Plan: Pre-Campaign Analysis Report
Informed Delivery
Accessing Pre- Campaign Analysis Report
Within the Mailer Campaign Portal, users may initiate a pre-campaign report from the Welcome Page
User enters a name for the report
User uploads a ZIP11 File
.csv file consists of a single column of 11-digit ZIP Codes from the user’s mailing list
User runs the report – may take up to 75 minutes depending on the size of the file
Report is posted to the Pre-Campaign Analysis tab
The pre-campaign analysis report can be accessed on the Welcome Page of the Mailer Campaign Portal (MCP). The user cross reference their mailing list against a current Informed Delivery user list and provides an aggregate response indicating how many consumers are in the DPBC list. (We do not provide list of Informed Delivery users, thus the reasoning for uploading the mailing list.)

16. Post-Campaign Analysis
Informed Delivery
Post- Campaign Analysis
Users initiation Post-Campaign Reports by checking the box beside Active, Completed, or Cancelled Campaigns on the “Campaigns” page. Both the Summary and Detailed Report are automatically generated for all campaigns selected.
In the post campaign phase mailers are able to view the results of their campaign, including open rate and number of click-throughs through the mailer campaign portal.

17. Interactive Campaign Guide Campaign Elements Guide
Campaign Creation Resources
Informed Delivery
Campaign Creation Resources
The Informed Delivery Program Office (IDPO) works directly with each participating mailer or their designee, such as an MSP, to provide guidance on the entire campaign process life-cycle. The IDPO has developed detailed resources, such as the Interactive Campaign Guide and the Campaign Elements Guide (below), to explain how to effectively create, submit, and analyze a campaign.
Interactive Campaign Guide
Campaign Elements Guide
Please note The Informed Delivery Program Office (IDPO) works directly with each participating mailer or their designee, such as an MSP, to provide guidance on the entire campaign process life-cycle. The IDPO has developed detailed resources, such as the Interactive Campaign Guide and the Campaign Elements Guide (below), to explain how to effectively create, submit, and analyze a campaign.

18. https://postalpro.usps.gov/
Informed Delivery
Informed Delivery
PostalPro!