Informed Delivery merges physical and digital channels, empowering marketers to modernize their strategies and achieve unparalleled response rates. By integrating this USPS program, marketers can significantly enhance their direct mail efforts, ensuring their messages reach an engaged audience and aren’t lost in digital noise.

Direct Mail is Dead, Long Live Direct Mail

Contrary to the belief that direct mail is obsolete, studies reveal that 68% of Gen Z consumers find direct mail more important now than three years ago. This positions direct mail as one of the most engaging channels available to marketers. Currently, 33.2% of households are signed up for Informed Delivery, with automatic enrollment for new users upon address changes, highlighting its growing adoption and potential.

Using Informed Delivery to Boost Direct Mail Response Rates

One of the primary benefits of Informed Delivery is its capacity to elevate response rates. Recipients receive a daily email preview of their incoming mail, featuring images of mailpieces and accompanying digital content like ride-along images and links. With an impressive daily open rate of 62.9%, Informed Delivery ensures your message is seen by an engaged audience. The USPS’s reputation as a trusted government entity further boosts consumer confidence in your message.

Enhancing Direct Mail Engagement Through Digital Touchpoints

Informed Delivery adds a unique digital layer to direct mail, enabling marketers to engage their audience through multiple triggers such as images, URLs, and personalized calls-to-action (CTAs). The digital preview serves as an instant attention-getter, while ride-along images and embedded URLs guide users seamlessly through the marketing funnel. This approach not only enhances visual appeal but also facilitates seamless navigation and data attribution. Tracking engagement metrics like URL clicks and email open rates provides invaluable insights for campaign optimization.

Physical and Digital Branding Opportunities

Marketers can leverage these tools to deliver consistent branding across both physical and digital platforms, ensuring a cohesive customer experience. For instance, a well-designed ride-along image with a clear CTA can direct users to landing pages, coupons, or social media platforms, amplifying the campaign’s impact.

GrayHair Tip:

To maximize engagement, use visually compelling ride-along images and clear CTAs. Incorporating USPS-validated QR codes adds another layer of interactivity and trust. Additionally, targeting demographics—such as the 64% of Informed Delivery users with incomes over $100,000—can enhance campaign effectiveness.

Boosting ROI with Informed Delivery

Informed Delivery’s digital layer acts as a multiplier for ROI. For example, a financial services company saved over $900,000 in postage through USPS’s Informed Delivery promotions. By blending direct mail with digital touchpoints, the campaign not only reduced costs but also significantly improved engagement metrics. In 2025, marketers can anticipate targeted discounts, including a 1% reduction for campaigns featuring dynamic ride-along content. This multiplier effect stems from offering multiple interaction pathways, such as QR codes, clickable URLs, and engaging visuals, which drive in-store traffic, online purchases, and increased conversions. By tracking metrics like email open rates, click-through rates (CTR), and conversions, marketers can refine their campaigns for even better performance.

GrayHair Tip:

When designing Informed Delivery campaigns, prioritize metrics that demonstrate engagement, such as URL clicks and scans. Ensure these metrics are integrated into your marketing strategy for optimized decision-making.

An Unrealized Opportunity for Marketers

Informed Delivery provides marketers with a unique opportunity to increase touchpoints across multiple platforms without additional physical mail costs. It seamlessly integrates into omnichannel strategies, reinforcing messaging and enhancing ROI. By leveraging the trusted USPS platform, marketers can expand their reach while maintaining credibility. The data feeds and visibility into mail performance offered by Informed Delivery provide invaluable insights. Understanding who engaged with specific elements can inform future campaigns and deliver a competitive edge.

For more insights on leveraging this powerful tool, including details about USPS’s 2025 promotions, explore Lori’s presentation at GrayHair Software.

https://grayhairsoftware.com/resource/presentation-informed-delivery/