The Power of Informed Delivery for Direct Mail Marketing
In an age where digital marketing often takes center stage, direct mail may seem outdated and irrelevant. However, direct mail still holds immense power, particularly when combined with informed delivery. Informed delivery is a USPS service that allows customers to preview their incoming mail before it’s delivered. As a direct mail marketer, this service can significantly enhance the impact of your campaigns.
Here are some ways that informed delivery contributes to the success of direct mail marketing:
1. Increased visibility: With informed delivery, customers receive an email containing images of their incoming mail. This means they’ll see your mail piece multiple times before it’s even delivered. This increased visibility is particularly powerful when combined with well-designed and targeted mailing pieces.
2. Improved targeting: Informed delivery also provides valuable data on who is viewing your mail. You can see demographic information such as age, gender, and location, giving you deeper insights into your audience and improving your targeting for future campaigns.
3. Personalization: With informed delivery, you can add a digital preview image to your mail piece, which can be customized for each recipient. This personalization can increase the likelihood of your mail piece being opened and acted upon.
4. Increased engagement: Informed delivery also allows for the inclusion of interactive elements in your mail piece, such as QR codes or personalized URLs. These elements can increase engagement and encourage recipients to take action.
Perhaps the most significant benefit of informed delivery is the ability to track the success of your campaigns accurately. You can see precisely when your mail piece is being delivered and when it’s being viewed. This data can be used to refine future campaigns and improve ROI.
Informed delivery is still a relatively new service, but its potential for direct mail marketers is undeniable. By combining the power of direct mail with the increased visibility and targeting of informed delivery, you can reach your audience with greater impact and success.
In conclusion, informed delivery is a valuable addition to any direct mail campaign. By understanding the benefits of this service, you can create more targeted and personalized campaigns that engage your audience and drive success. With informed delivery, direct mail can remain a relevant and powerful marketing strategy in today’s digital age.
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