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Mail Entry and Payment Technology August 2017 1
Informed Delivery®
Engage Customers Through Integrated Direct Mail
and Digital Marketing Campaigns
Informed Delivery is a free and optional notification service that gives eligible residential consumers the ability to see a preview of their letter mail, wherever they are, before it arrives.
USPS® uses existing processes that provide digital images of the exterior of mailpieces as they are processed through automation equipment; Informed Delivery uses those images to provide digital notifications to users in advance of the delivery of physical mail. Informed Delivery users will see images of the front/address side of their automated letter-sized mail in their email notification or on their dashboard at usps.com.
Mailers can enhance their hardcopy mailings and extend the mail moment by conducting an interactive campaign that includes supplemental content (e.g., Ride-along image and URL) and an optional Representative image (that is branded and related to the hardcopy mailing).
Types of Interactive Campaigns Any mailer can conduct an Informed Delivery campaign if the following criteria are met:
Mailpieces must be automation compatible
Mailpieces must contain a valid Intelligent Mail® barcode (IMb®) A campaign can be initiated by the mailer or by their designated MSP (advertising agency, printer, shipper, presort bureau, etc.).
Value to Mailers Informed Delivery offers mailers
an unprecedented opportunity
to engage users through an
integrated mail and digital
marketing campaign. The
benefits include:
New digital channel with an engaged user base
Multi-channel campaigns generating multiple impressions
Enhanced customer call to action with interactive content
Informed Delivery
Availability All eligible ZIP Codes™ in the
U.S. have been enabled as of
April 2017.
2017 Promotions
Informed Delivery is an option
for the 2017 Mobile Shopping
Promotion. Learn more via
the links below. All current promotions
Mobile Shopping Promotion
Additional Information Helpful information such as a
Campaign Elements Guide,
Frequently Asked Questions,
and other resources are
available at our Informed
Delivery Mailer Website.
Supplemental Content: Mailers can include color images and
interactive content that accompany the scanned image or Representative
image
Representative Image: Mailers can replace the grayscale image with a
representative full color image
Mailpiece Image: Users receive emails with
grayscale images of the exterior, address side of
incoming letter-sized mailpieces
For Flats: Users will see this if the mailer does not conduct an
interactive campaign:
Mail Entry and Payment Technology August 2017 2
Informed Delivery®
How it works
Each unique set of customized supplemental content (image & URL) is associated with an individual interactive 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) that is used on the mailpiece and can be customized to be active during a defined date range.
Mailers can also use the Serial Number range within the IMb to make a unique campaign, providing greater levels of personalization 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. The majority of mailer tests conducted to date have been done utilizing both the MID and an IMb Serial Number range.
More information on the MID and the IMb can be found in our Interactive Campaign Guide.
When the Informed Delivery application receives a mailpiece scan for an 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 the USPS.
Process flow showing step where Informed Delivery campaigns are applied during mail processing:
Mailer MID/IMb The MID and the IMb on the mailpiece are the key to activating an Informed Delivery campaign. MIDs are assigned through normal channels. A special MID is not required to conduct a campaign. The IMb can be regular or Full Service.
Grayscale scanned images are linked to Informed Delivery users based on the Delivery Point Code (DPC) within the IMb on the actual mailpiece. - Only consumers/mail recipients that reside in a dwelling that has a unique 11-digit Delivery Point Code can participate
in Informed Delivery; this also applies to multi-unit dwellings.
Campaign images and URLs (supplemental content) are linked to mailpieces based on the MID or MID and Serial Number range in the IMb on the actual mailpiece.
Payment options/methods are not impacted. - A MID provided for purposes of submitting electronic postage statement documentation (eDoc) has no impact on an
Informed Delivery campaign.
IMb Construct (showing MID, Serial Number, and Delivery Point ZIP Code fields):
Mailer interactive campaigns are applied at this step, based on
the MID, or MID and Serial Number range, in the IMb.
Mail Entry and Payment Technology 3
August 2017
Informed Delivery®
Mailer Participation
During this operational test, there are two ways for mailers to submit the required data elements to conduct an Informed Delivery campaign: via email or PostalOne! All interested test participants can work through their Sales representative or contact the Informed Delivery Program Office (IDPO) directly at [email protected] to inquire about campaign participation. Mailer participation is limited until fully automated and self-serve campaign options are available.
In the fall of 2017, USPS will launch a new Mailer Campaign Portal. Mailers will submit campaign details and digital assets (currently provided via email in the Campaign File below) in a step-by-step campaign creation process that is completely self-serve. This Portal will provide access to campaign reports as well.
Email Submission Process (Manual)
Approved Mailer requests a copy of the Informed Delivery Campaign File, via email, from the IDPO at [email protected].
The IDPO office provides an Excel® template with blank fields for required campaign data elements.
Mailer submits campaign data elements to the IDPO via email using the Excel template provided.
The IDPO manually enters the campaign information.
Campaigns start at 12:00:01 a.m. of the activation date.
Campaign data must be submitted to the IDPO at least two business days prior to the campaign start date.
Informed Delivery Campaign File
PostalOne! Submission Process
Mailers using PostalOne! electronically submit campaign data via Mail.dat® file format by adding a new Referenceable Mail Record (RMR) built specifically for Informed Delivery. See Appendix C of the Informed Delivery Interactive Campaign Guide for general information on the new PostalOne!® Referenceable Mail Record (RMR). As of June 25, 2017, PostalOne! Version 17.2 is required to submit interactive campaigns. The next release is schedule for October 2017. Be sure to read current release notes, which can be found on PostalPro or on the Idealliance website.
Mailer must work with the PostalOne! technical team to complete CAT testing prior to implementation. This team can be reached at [email protected].
Once CAT is complete, Mailer submits campaign data elements electronically with other PostalOne! eDocs (Mail.dat).
The campaign information is routed electronically to the Informed Delivery application.
Campaigns must be submitted electronically at least two business days prior to the requested start date.
Campaign images are not available for automatic uploading in PostalOne! at this time. Mailers using PostalOne! to submit
Informed Delivery campaigns must send all images, via email, to [email protected] at least 2 days
prior to the campaign start date.
Mail Entry and Payment Technology 1
August 2017
RMR Value RMR Content
Type
Representative image
Supplemental Content:
Ride-along image
Supplemental Content:
URL
C
A
C
B
C
Informed Delivery Campaign – RMR Content Type
