---
title: Lessons Learned from 100K Informed Delivery Mail Campaigns
description: Now that the Informed Delivery service has started to mature, what can we learn about campaign best practices? Here are some examples from my email inbox:
---

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# [Lessons Learned from 100K Informed Delivery Mail Campaigns](https://www.suttle-straus.com/blog/lessons-learned-from-100k-informed-delivery-mail-campaigns)

 Written by [Maeghan Nicholson](https://www.suttle-straus.com/blog/author/maeghan-nicholson) | Sep 29, 2021

The United States Postal Service (USPS) recently provided an update on their [Informed Delivery](https://www.suttle-straus.com/blog/a-secret-one-two-punch-to-combine-direct-mail-and-email) program. More than 42.2 million users have now signed up for an account to get a view of what's coming to their mailbox each day. That's a 24% national household saturation rate. A total of 111,475 mail campaigns have been sent using the Informed Delivery add-on digital service.

Now that this service has started to "mature," what can we learn about campaign best practices? Here are some examples from my own personal email collection:

#### Go Big

If you shop at Menards home improvement stores, you know they love using rebates as an incentive to get shoppers to come back to the store. When a rebate is being mailed to a consumer, rather than just using the black and white image scan of the small rebate postcard,  they are using the maximum dimensions of a representative image to create big impact.

The ride along image is equally compelling with a call to action to "Click here to start shopping today!" Making your call to action look like button is highly recommended for increased click throughs.

#### Test and Test Again

Hopefully you already [test elements of your mail campaign](https://www.suttle-straus.com/blog/the-why-and-how-of-a/b-testing-direct-mail) like the envelope, the copy, the graphics, and the offer to see what performs the best. Your Informed Delivery ride-along ad can also be changed with each mailing to test different creative or calls to action. Geico does a great job with mail testing different offers, and they carry that through with their Informed Delivery assets.

#### Optimize for the Click

Click rates on Informed Delivery campaigns vary, usually averaging 1-2%, but in the USPS 2021 report they showed the top 10 industry verticals had click rates of around 2% for automotive up to 6.69% for government mailings! (Where's my stimulus check?)

Get creative with your ride-along images to see how you can convince a consumer to click. As an avid couponer who hates cleaning her house, I love how The Cleaning Authority designed their ride-along image with a dashed border to look like a coupon!

#### Don't Limit YourSelf

Informed Delivery is not limited to B2C marketing campaigns, it can work for non-profits too. A brand new feature of Informed Delivery is for a recipient to click to "Set a Reminder." This will let them pick a date for the mailpiece to be shown again in their Informed Delivery email. Really helpful for donors who intend to contribute to a cause but may be distracted or busy on the day the appeal arrives in their mailbox.

#### Just Try It!

If you're not part of the 25% of America already using this free service for your own mail, I encourage you to [sign up and try it out](https://tem-informeddelivery.usps.com/). Once you start getting the emails, it's kind of addictive!

If you are doing a direct mail campaign and would like to try it out for your business, Suttle-Straus offers adding on this digital service for just $99 per mail campaign.

The USPS even has an Informed Delivery [promotion](https://www.suttle-straus.com/blog/save-money-on-your-mail-with-usps-2021-postage-promotions) this year. This promotion offers a 2% discount off postage for mailings that incorporate Informed Delivery from September 1 through November 30, 2021. So using this extra service right now can even save you money!

Want to see more example campaigns? Check out my blog from last year: [A Secret One-Two Punch to Combine Direct Mail and Email.](https://www.suttle-straus.com/blog/a-secret-one-two-punch-to-combine-direct-mail-and-email)

[View full post](https://www.suttle-straus.com/blog/lessons-learned-from-100k-informed-delivery-mail-campaigns)

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