Our Town America leverages Informed Delivery to revolutionize your direct mail efforts and provide you with a distinct technological edge. Informed Delivery is a powerful and cost-effective marketing concept designed to help you attract loyal customers and drive sales.
What is Informed Delivery?
Informed Delivery, introduced by the United States Postal Service in 2014, has captivated residents with its innovative features. It allows individuals to digitally preview their letter-sized mail and efficiently manage packages. By capturing images of the mail with high-speed sorting machines, Informed Delivery sends digital previews to registered residents. After filling out an online request form, users can start receiving notifications within just three days via email, an online dashboard, or the USPS mobile app.
Informed Delivery presents an exceptional marketing tool for small businesses, enabling them to generate more impressions, interactions, and invaluable insights. An impressive 25% of the United States population, approximately 54 million people, have registered for Informed Delivery, with nearly 46 million users equipped with email capabilities. By participating in the program, small businesses can include supplementary campaigns that accompany the traditional scanned image. The custom image and URL chosen by the business serve as compelling calls-to-action that have the potential to skyrocket online traffic and elevate brand awareness.
The Advantages of Informed Delivery
Now, let's delve into the remarkable advantages of incorporating this focused marketing idea into your direct mail program:
- High ROI: Informed Delivery takes physical mail to new heights by enhancing its value. It consistently generates higher email open rates compared to traditional email marketing campaigns, building consumer trust along the way. In fact, an impressive 68% of Informed Delivery emails were opened, and it generated a staggering 1.4 billion campaign impressions in 2022, as reported by USPS.
- Data Insights: As an integral part of the Informed Delivery program, USPS offers a comprehensive mailer campaign portal that allows you to manage your account effectively. By accessing streamlined data and insightful reports, you can accurately gauge the effectiveness of your digital efforts, empowering you to make informed marketing decisions.
- Easy Implementation: Integrating Informed Delivery seamlessly fits into your existing direct mail strategy. It's a straightforward extension of your current approach, and its implementation is hassle-free. Additionally, you have the flexibility to target diverse groups based on a variety of demographics, ensuring maximum impact and relevancy.
- Affordability: The best part about the Informed Delivery program is that it comes at no cost to you. While you'll need to design the creative materials for distribution, incorporating Informed Delivery into your marketing arsenal is an affordable and accessible way to cultivate a loyal customer base.
- Shareability: Informed Delivery's social sharing feature empowers users to share the interactive target URLs they receive on Facebook. Considering that Facebook remains the most popular social media platform with a staggering user base of over 242.86 million in the U.S., this feature serves as a potent catalyst for driving online engagement and expanding your brand's reach.
Our Town America: Pioneers in Direct Mail
For over 50 years, Our Town America has been at the forefront of helping small businesses attract and retain loyal customers. Our unrivaled new mover marketing program allows you to reach new residents before they establish loyalties to your competitors. We send an upscale Welcome Package brimming with proven offers designed to entice customers to visit your business.
Our direct mail postcards serve as an exceptionally effective medium to deliver your message. Direct mail, known for its affordability, ease of tracking, and ability to target specific demographics, garnered the largest return on investment for letter-sized mailers in 2021, as highlighted by a report released in January by the Association of National Advertisers.
Adding Informed Delivery helps bridge the gap between tactile messaging and technology. Smartphones are ubiquitous in our society. A whopping 85% of Americans have a smartphone, giving them easy access to information about local businesses. With just a few clicks, customers can learn about a new business and share it with their friends. Adding a digital component to a marketing effort pays off. A total of 96% of marketers expect to see improvement in the performance of traditional physical marketing when they include a digital component, the ANA reports.
With Our Town America, businesses also have the option to run a supplemental digital marketing campaign alongside your new mover marketing or postcard marketing campaign. With taking advantage of Informed Delivery, direct mail and a digital marketing campaign – your business is sure to increase your foot traffic.
Learn More About Our Town America
Our Town America is ready to help you learn more about the value of these services. Visit www.ourtownamerica.com to launch a campaign and boost sales by adding new residents to your customer base.
Brittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations.
