USPS Integrating Digital Mail with Physical Mail
Gary Reblin, Vice President, Production Innovation, U.S. Postal Service
The United States Postal Service® (USPS) recognizes consumers’ increasing desire to interact and communicate digitally with everything, including their mail.
The Postal Service is doing something new—and digital— with mail.
Informed Delivery® is an The Magazine 20
SUMMER 2017
innovative feature that gives residential consumers the ability to digitally preview their household’s letter-size mailpieces arriving soon. Users receive an email or dashboard notification that includes grayscale images of the exterior, address side of incoming mailpieces.
Based on the success of an initial pilot with users in the New York Metro and Northern Virginia areas from 2014 to 2016, USPS expanded Informed Delivery to consumers nationwide in April 2017. Over five million users are already receiving the feature, and this number continues to grow! Informed Delivery has been well received by users, with 91 percent of surveyed respondents indicating they are very satisfied or satisfied with the feature.
Informed Delivery creates an unprecedented opportunity for mail owners, mail service providers (MSPs), and agencies to engage users through synchronized digital and physical touchpoints. Organizations who participate in an Informed Delivery campaign can replace the grayscale images of their scanned mailpiece with a color image and supplement the mailpiece with interactive, clickable content displayed in users’ notifications. In
today’s marketing landscape, Informed Delivery offers organizations a variety of benefits:
• Engaged user base: A 2017 survey of pilot users found that 85 percent of respondents use Informed Delivery to anticipate incoming mail. Informed Delivery is an optional feature that consumers must sign up for, meaning users are motivated and want to interact with
TECHNOLOGY SECTION
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