Note: Two previous blogs discussed Informed Delivery from the consumer's and mailer's points of view.
Ride along images and URL’s are a fantastic way for mailers to interact with customers and prospects. Adding a ride-along color image and URL with a mail.dat file to the USPS gives the mailer the option of placing the image in place of or below the mailpiece image while providing a digital response channel. The data gained by tracking click-through responses give mailers insights on ways to improve future offers, define new target audiences, and optimize marketing spend.
Currently you have the option to choose between two different campaigns: a ride along image and representative image and Ride Along.
A ride along image is a grayscale scanned image that is emailed or placed on an enrolled subscriber’s dashboard.
A Ride Along with color image and URL provides the subscriber the opportunity to see the mailpiece in full color and click on a URL to a website or personalized landing page. This gives the mailer the ability to personalize both a digital and physical mailpiece to enhance the subscriber’s overall experience.
Multiple industries can use an Informed Delivery campaign as a new channel to supplement current marketing programs:
- Retail establishments to drive subscribers to websites or brick and mortar locations (flash sales)
- Catalogers/E-retailers to steer subscribers to online channels.
- Utilities/financial institutions to promote paperless billing/ online bill payment
- Travel industry to promote last-minute travel deals.
Utilizing an Informed Delivery campaign will generate multiple impressions from a single mailpiece, drive consumer responses, increase ROI, and provide data insights to optimize your marketing spend.
Contact your printer if you have questions about using Informed Delivery on your next mailpiece.
