informed delivery - usps...campaign title open field –e.g., “anybrand letter-sized mailing.”...
TRANSCRIPT
Informed Delivery®
How to Conduct Interactive Campaigns
National PCC Week Workshop
The United States Postal Service® (USPS®) is doing
something new—and digital—with mail. Informed Delivery
is creating an unprecedented opportunity for business
mailers to engage users through an integrated mail and
digital marketing campaign that generates additional
consumer impressions, interactions, and insights.
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What is Informed Delivery?
*Exterior images are only provided for letter-size mailpieces that are processed through USPS’ automated equipment. Package
tracking information on Priority Mail®, Priority Mail Express®, and other trackable parcels is also provided.
Business mailers can integrate colorful and
interactive campaign elements to enhance and extend the mail moment!
It’s a consumer-facing feature that provides users the opportunity to digitally
preview their household mail and manage packages
arriving soon.*
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Are you signed up? Visit informeddelivery.usps.com
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USPS leverages existing mail imaging processes to provide Informed Delivery users digital
previews of their household mail.
How Does It Work for Consumers?
ID
Consumer signs up
Mail imaged during
processing
Images matched to
delivery points
Notification emailed to
user
User receives mailpiece
Consumers sign up
for Informed Delivery
on usps.com®.
Mail is sent. USPS
gathers digital images of
mailpieces processed
through automation
equipment.
USPS notifies users of
mail arriving soon via
email, dashboard view,
or mobile app view.
USPS delivers
physical mailpieces
through regular
delivery.
USPS automatically
matches mailpiece
images to Informed
Delivery users.
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.
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For mailers that choose to conduct interactive campaigns, the Intelligent Mail® Barcode (IMb®)
facilitates the entire process.
How Does It Work for Mailers?
Consumer signs up
Mail imaged during
processing
Images matched to
delivery points
Notification emailed to
user
User receives mailpiece
Interactive campaign
data is applied at this
step based on the
IMb Serial Number.
Note: the IMb Serial Range is
provided by the mailer.
Interactive Campaign AppliedNo Interactive Campaign
KNOW YOUR IMb.
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Why is it Important to Understand MIDs / IMb’s?Mailers and Mail Service Providers (MSP) interested in conducting Informed Delivery campaigns
must have a clear understanding of both mailer IDs (MIDs) and IMb’s.
*Currently only available if testing via PostalOne! Not in production in the Mailer Campaign Portal.
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Barcode
ID
Service
Type ID6-digit Mailer ID (MID) 9-digit Serial Number Routing Code (i.e. Delivery Point Code)
Robert Dixon
475 L’Enfant Plaza
Room 5607
Washington, Dc 20260-0004
IMb Serialized CampaignBased on the IMb Serial Range provided by the mailer
Personalized Campaign*Based on an individual IMb Serial Number
MID Level CampaignBased on the MID only
Example IMb: Comprised of 31 digits that signify the barcode ID, service type ID, the mailer ID, serial number and routing code.
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What Mailpiece Types are Eligible?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, and a scan is
detected, 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
that 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.
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Who Can Participate?Informed Delivery is not a niche feature – organizations across a variety of industries can (and
should!) conduct interactive campaigns.
Mail Owners / BrandsCompanies that own the brand and the decision to mail
Mail Service Providers (MSPs)Companies that support mail owners with mail printing, addressing,
barcoding, sorting, distribution, and/or commingling
Advertising AgenciesCompanies that support mail owners with media decisions, campaign
creative, mailpiece design, etc.
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Defining the Key Elements of Informed Delivery
Interactive Campaign AppliedNo Interactive Campaign
Well-designed
Physical Mailpiece
All Informed Delivery campaigns
start with a mailpeiece that
targets the right message to the
right audience.
Representative Image
This image can be used in place
of the image of the piece that
comes from mail processing
equipment (required for flats).
Supplemental Content
The interactive Ride-along Image
and target URL (required for all
campaigns).
Mailing Details
Mailings must contain a valid
MID that is embedded in the IMb
printed on the piece.
Campaign
The campaign is the
combination of the mailpiece
image (or Representative Image)
and the Supplemental Content.
The Informed Delivery for Business Mailers website (usps.com/informeddeliverycampaigns)
is the one-stop-shop for information on interactive campaigns.
THE 7 STEPSFOR CAMPAIGN CREATION
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[2] Determine Campaign Breakdown
[1] Determine Submission Method
[3] Determine MID and IMb
[4] Determine Supplemental Content
[5] Determine Campaign Timeline
[6] Enter/Submit the Campaign
[7] Monitor Progress and Analyze Results
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Summary of Campaign Elements Elements Descriptions
Brand Display Name
(i.e. Mail Owner Name)This name will show in the “From” field in the Informed Delivery email notification and on users’ dashboards.
Campaign Title Open field – e.g., “AnyBrand Letter-sized Mailing.”
Campaign CodeOpen field – e.g., “AB031116-1” (company name, campaign start date, extension if more than one campaign).
Must be unique for each campaign.
Campaign Start and
End Dates
The date when the Informed Delivery campaign will begin and end. USPS suggests that the Start Date is 3 days
prior to the Target In Home Date(s), and End Date is 3 days after that date.
Mailer ID (MID)Must be 6 or 9 digits in length, all numeric; this is the MID that will be on the mailpieces sent. If this is a shared MID
or multiple campaigns are conducted at the same time, then the IMb Serial Number Range is required.
IMb Serial Number
Range Start / End
Required if the mailing is based on the full IMb and not just the MID. Must be a 6 or 9 digit number (depending on
length of MID). Combination of Start and End must result in a unique and sequential range for each
interactive campaign.
Mailpiece Shape Flat or letter/postcard. Selected as check box in Portal, entered with eDoc in PostalOne!
Representative Image A Representative Image is optional for letters and postcards. Flat campaigns must utilize a Representative Image.
Ride-along Image A Ride-along Image is required for all campaigns.
Target URL Website to which users click-through via the Ride-along Image or “View Website” link. Required for all campaigns.
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Step 1. Determine Submission MethodThere are two self-serve campaign submission methods, found via
the Business Customer Gateway (BCG):
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Mailer Campaign PortalMANUAL ENTRY
PostalOne!®
ELECTRONIC SUBMISSION
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The Mailer Campaign Portal
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Conducting fewer campaigns
with the same supplemental
content is easier with this
environment.
Campaign Complexity
The Portal allows for easy
access to campaign elements.
Campaign Elements
This environment allows for
easy access to collect data
and reports.
Data and Reports
As volume decreases,
this option becomes better.
Campaign Volume
When to Use
the Mailer
Campaign
Portal
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PostalOne!
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Conducting multiple
campaigns with different
supplemental content is easier
in this environment.
Campaign Complexity
Mailers conducting
campaigns this way likely
presort their own mail.
Presort Experience
Mailers already familiar with
Mail.dat files are suited for
submitting campaigns in this
environment.
Mail.dat® Experience
As volume increases, this
option becomes more viable.
Campaign Volume
When to Use
Postalone!
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Using the in-house or purchased mailing list(s):
Step 2. Determine Campaign Breakdown
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Different campaigns to groups of customers
A different campaign* to each customer *Currently only available if testing via PostalOne! Not in production in the Portal.
A single campaign to all mailpieces
– OR –
– OR –
A
B
C
A
B
Choose
to apply
Choose
to apply
Choose
to apply
If multiple campaigns (within a single mailing or multiple mailings) are being conducted,
mailing lists must be segregated prior to IMb assignment or printing.
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Three Levels of Interactive Campaigns
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MID Only
All mailpieces with that MID
physically applied receive the same
Informed Delivery campaign.
IMb Serialized
All mailpieces with a physical MID &
specified Serial Number Range
receive the same campaign.
Personalized*
Each mailpiece with a physical MID &
individual IMb receives a unique
campaign.
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*Currently only available if testing via PostalOne!
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Step 3. Determine MID & IMb Serial Range
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IMb Serial Number ranges
must be unique and sequential
for each campaign.
They cannot overlap another
active campaign.
A valid MID can belong to:
Ensure the MID is printed on the IMb on the mailpieces.
Determine the Serial Number range from the IMb, which can be
assigned prior to or during printing.
• Ad Agency
• Printer
• Mail Owner or Brand
• MSP
Mailpiece
Treatment
Number of
CustomersURLs
IMb Serial
Start
IMb Serial
End
1 5000 http://abcco/blue 000000001 000005000
2 5000 http://abcco/green 000005001 000010000
3 5000 http://abcco/red 000010001 000015000
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Step 4. Determine Supplemental Content
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Develop creative for the Ride-along Image.
Determine which URL will be used.
Decide whether to use a Representative Image.
• Optional for campaigns on letters or postcards
• Required for campaigns on flats
Mailers must have rights to use the images in their campaigns.
Images must meet USPS Terms & Conditions outlined in the
Appendix of the Interactive Campaign Guide.
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Step 5. Determine Campaign Timeline
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Based on expected/target in-home dates for mailing(s):
Start
22nd End
28th
In-home
25th
START the campaign
2-3 days before the first
expected in-home date
END the campaign
2-3 days after the last
expected in-home date
Consider where the mail is being entered and the class of mail
to determine expected/targeted in-home dates
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Step 6. Enter / Submit the Campaign
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Using the preferred submission
method, enter campaign no later
than 12:00PM EST the day before
the campaign start date:
• Mailer Campaign Portal
• PostalOne!
Then, induct the mailing as usual.
Screenshots of Mailer
Campaign Portal
Image Upload Process
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Step 7. Monitor Progress and Results
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There are two types of campaign data reports available through Informed Delivery:
The Interactive Campaign Guide on the Informed Delivery for Business Mailers
website contains more information on campaign data.
Detailed Report: Expands upon the Summary Report by including dates,
times, etc. This report is not available for campaigns submitted via PostalOne!.
Summary Report: Provides insight into the number of emails sent, emails
opened, and click-throughs.
RECAP!
THE 7 STEPSFOR CAMPAIGN CREATION
[2] Determine Campaign Breakdown
[1] Determine Submission Method
[3] Determine MID and IMb
[4] Determine Supplemental Content
[5] Determine Campaign Timeline
[6] Enter/Submit the Campaign
[7] Monitor Progress and Analyze Results
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The Next Generation
Campaign Award
Entry Period – Oct 15th 2018 to Feb 15th 2019
The Postal Service conducts an annual contest to identify
innovative campaigns and highlight them to mail owners,
marketers, agencies and printers:
• Campaigns that feature Informed Delivery compete to be
named Grand Champion
• B2B campaigns can win “Innovative B2B Campaign Award”
Recognition:
• Winners receive trophies at the 2019 National Postal Forum
• Winning entries are showcased in Next Generation
Campaign book
www.irresistiblemail.com/entry
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Where Can You Learn More?
Business Mailer Website:
usps.com/informeddeliverycampaigns
• View an interactive video and Informed Delivery user
testimonial videos to learn about the benefits of the feature
• Review the resources such as the FAQs, Interactive
Campaign Guide, and Campaign Image Requirements to
learn about campaign creation and how to get started
• Download Users and Household Data to see our
growing user base
Contact Information:
After reviewing the website and documentation provided, if
you still have questions, reach out to your USPS Sales
Representative or contact us at the email address provided
on the website.