creating a successful informed delivery campaign · informed visibility . introduces some important...
TRANSCRIPT
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Creating a Successful Informed Delivery Campaign
Dave Lewis, President SnailWorks
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What is Informed Delivery? •A Full-Service Intelligent Mail enabled
product; • Sends an email to enrolled consumers
with black and white images of the day’s mail; •Consumers may also use app; •Mailers can add and replace images
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Why Informed Delivery?
•Boosted response rates for your DM •A great alternative to email •Additional brand impression opportunities •An improved response path •Keeping up with your competitors
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Why a Campaign?
• Link mail to your online marketing world •Create a destination for responses •Consistency of offer •Know what’s working •Measurement and attribution
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The Elements of a Campaign
• The mail piece • The representative image • The ride-along ad • The web landing page •Web links •Measuring results
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The Mail Piece
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The Representative Image
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Ride-Along Ad Image
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The View in Informed Delivery
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The Web Landing Page
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• Pre-Campaign reporting • Post-Campaign reporting
•Response tracking
Measurement and Reporting
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Creating Your Campaign
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Design the Mail Piece – Follow the basics •Clean design •Clear offer •Clear call to action
Creating Your Campaign
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Presort the file – Assign IMb • IMb’s required to create ID campaign •Keep serial numbers sequential • Set up different ranges for splits/panels
Create Your Campaign
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Set up URL(s) • If using ride-along ads, you need a destination URL for
the click • For multiple panels/tests, use multiple URLs • You can assign unique URL to each piece through
Mail.Dat or Mail.xml
Create Your Campaign
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Create campaign in Business Customer Gateway
• Names and titles • Start and end dates • Mailer ID • Serial number range • Mail piece shape
• Letter or flat
Create Your Campaign
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Upload images to Informed Delivery
Create Your Campaign
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Create a web destination for clickers: • Your web site • An offer-specific landing page • A pass-through landing page
It’s all done with the URL: • www.GACservices.com • www.GACoffer.com • www.GACofferA.com; www.GACofferB.com
Create Your Campaign
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Measure Your Results
Create Your Campaign
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•Click-throughs don’t matter – much •How do ID pieces do versus Non-ID? •A/B campaigns non-ID vs ID •Keep an eye on subscriber counts
Measure What Matters!
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Use Cases
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Retail
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Bill Payment
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Service Companies
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•Credit cards • Publications • Financial services •Restaurant •Coupons
…And More
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•Unique URL for each piece • Enhanced reporting •B2B capabilities • The Key metric – more consumers;
• 10M now • How many 2019??
The Future Looks Bright…
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Resources usps.com/business/informed-delivery.htm
www.D2D-ID.com
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Sacramento Special Appendix!
Informed Visibility
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IV is the latest iteration of the USPS mail tracking tools for letter and flat mail
Informed Visibility
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The next phase of mail tracking – Rolled out in December 2017 •Built largely on the framework of Intelligent Mail •Adds new tracking events • Enhances data sharing •Becomes more “real-time”
Informed Visibility
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Introduces some important new concepts: •New “Scan Events”
• Logical events • Assumed events
•Unique Piece Identifier •Non-Tracking-STID tracking
Informed Visibility
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What hasn’t changed: • For letters, the same piece scans occur. Letters are not
scanned any more frequently. • For flats, the same piece scans occur. • For letters there is very little, in any improvement in
delivery tracking. • There are no changes to the IMb or Full-Service rules. •Both systems, IMb Tracing and IV provide raw data
IV vs. IMb Tracing
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Reported at the piece level: •Actual scans – when a piece passes a scanner • Logical events – a logically derived event based on an
actual scan •Assumed events – an event based on mail nesting from
eDocs – what happens to a container also happens to the trays and pieces it carries • Assumed actual • Assumed logical
New Scan Events
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•Data may be set up as a feed; • SFTP is only FTP option – Non-secure FTP phased out • Mail.xml
•Data may be queried • You need an existing IV subscription • Queried through BCG
Getting at the Scan Data
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•Optional formats: • PKG “legacy” file. Same format as existing IMb Tracing
records; • Delimited file: Adds a lot more optional fields – where he
enhanced value of IV lives; • You can choose to receive or not receive assumed events • Raw vs. “Enriched” data
What’s In the Data?
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Data Delegation Request
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The upshot: •You still need to track mail – can’t just go looking after problems; •Past history is not available to non-subscribers; •Best use case is STID error
Tracking Non-Tracking STID’s
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• The Upshot: • Changes the game on inbound tracking • Could be very helpful in accidental duplication • Still needs to be evaluated – start February 17
Unique Piece Identifier
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Now, Mail Tracking Tells a Story