participating in the usps informed delivery promotion...participating in the usps informed delivery...
TRANSCRIPT
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Participating in the USPS Informed Delivery Promotion July Update
Dave Lewis, President
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SnailWorks Products
ID
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SnailWorks’ Mission
Deliver on the promise of innovative Postal Service programs by making them easy to use and making results clear and actionable.
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Informed Delivery Solution • More than 300 Campaigns created • More than 20 million pieces of mail
ID
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Informed Delivery – The Big Numbers
•Registered Users: 15.75 17.84 Million •Email-Enabled Users: 10.91 12.92 Million •Email Open Rates: 65%
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The Objectives of an Informed Delivery Campaign • Create anticipation for the mail piece • Drive ID viewers to online resources – catalogs, coupons,
offers • Provide a simplified response path • Create another brand impression • Save 2% on postage (during promotion: Sept – Nov)
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Creating a Campaign • PostalOne! Or Business Customer Gateway? • Job-Based, or MID-Based?
• Job-based: A range of serial numbers • Multiple versions require multiple campaign set-ups
• Only those serial numbers will see ad
• Great for most campaigns – 97% of campaigns are job-based
• MID-Based: All pieces with MID get ad • Simple to create
• Difficult to match back for measurement
• Great for invoices, notices, “daily” mail
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The Direct2Digital ID Process • Gather your resources
• A web site URL to direct your prospects to • Two images:
• A representative image (optional)
• A ride-along ad
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The Direct2Digital ID Process Complete an order form:
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The Direct2Digital ID Process Approve the ad proof:
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The Direct2Digital ID Process
…and mail it! Ads will deliver as your mail delivers.
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The Direct2Digital ID Process After campaign completes, view and evaluate reports Summary:
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The Direct2Digital ID Process …and detail:
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USPS Informed Delivery Promotion • Registration opened July 15, 2019 • Promotion runs September 1, 2019 – November 30, 2019
• All dates must be after September 1 and no later than November 30 • Mail submission, drop ship induction – all dates!
• Discount – 2% off postage for mailed amount • Discount taken at time of mailing • Eligible mail:
• First Class automation letters, postcards, and flats • USPS Marketing Mail automation letters and flats • Nonprofit USPS Marketing Mail automation letters and flats
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USPS Informed Delivery Promotion • What is NOT eligible:
• Non-automation mail • Carrier Route saturation rate mail • Carrier-Route 5-Digit Pallets flats • DDU (Destination Delivery Unit) flats • EDDM • DAL (detached address label)/ Detached Marketing Label Flats • Business-to-Business or Business-to-institution/Campus mailings • Parcels / Priority Mail
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USPS Informed Delivery Promotion The promotion process – 5 Steps
• Register for promotion in Business Customer Gateway (BCG)
• Create ID campaign in Mailer Campaign Portal (MCP) • Go through approval process • Create appropriate eDocs with mailing • Provide sample mail piece with mailing (and hold a copy for
yourself for one year)
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Registering in the BCG • Access through Gateway
• Register with appropriate MID’s, CRID’s • Registration can be done through Mail Service Provider
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In the BCG
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Create an ID Campaign Through Portal • SnailWorks Direct2Digital ID is the easy way to do this • Otherwise, access ID Mailer Campaign Portal through BCG • MUST be finalized by noon the day before the Mailing Date
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The Approval Process • Ride-Along Image is required for all campaigns. A JPEG or
PDF of the Ride-Along must submitted for approval; • Representative Image is required for flats mailings, and
optional for letter-size. IF a Representative Image is used, a JPEG or PDF of the Representative Image AND and JPEG or PDF of both sides of the mail piece must be submitted for approval;
• Approval is required before mailing. A response is “typically” provided within four (4) business days;
• Allow Big Hunks of time for approvals!
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The Representative Image • It must “closely resemble” an outside panel of the mail piece • Back panel is OK • Can have some variation, but must be “branded and directly related
to the mail piece and its contents.” • Size to at least one maximum dimension: 780px width or 500px
height • Orient the same way as mail piece
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The Representative Image OK
More OK
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The Representative Image NOT OK unless back of mail piece!
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Ride-Along Ads • Must include a prominent Call-to-Action (CTA) • CTA must occupy 20% of Ride-Along area • CTA must have clear contrast • CTA cannot encourage “paperless” options • Size to at least one maximum dimension: 300px width or
200px height
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Ride-Along Ads
These are all OK
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Ride-Along Ads
Probably NOT OK
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Create Appropriate eDocs With Mailing • Mailings must be submitted electronically • In mail.dat, the Component Characteristics Record must be
populated with “PI” for 2019 Informed Delivery Promotion • Need to claim promotion in “Incentive Claimed” section on
electronic postage statement • Campaign must be open at least 4 days after First-Class
mailing, and 9 days after USPS Marketing Mail mailing
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Provide Mail Piece Sample with Mailing • Submit with mailing at BMEU • Seamless mailings can mail in samples
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USPS Checklist
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Some General Advice • Don’t wait until promotion period to start using Informed Delivery
– get some experience • You are safer creating campaigns through the portal • Make sure your mail service provider is clear on the process
before submitting campaign • Commingled mail will qualify, but your commingler has to
participate. Be prepared to share discount. • Use offer-specific URLs • Don’t just do it for the discount. Make sure to test and leverage
all the benefits of Informed Delivery
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Who’s Using Informed Delivery?
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Training
1230 Visits
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Catalogs
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Nonprofits
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Real Estate
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Real Estate
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Automotive
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Automotive
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MID Based Campaigns
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Mail Piece Image
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What We’re Excited About! (What’s Coming)
• Unique URL (PURL) in the ride-along • Business to Business mail • Variable images • More real-timey reporting • More, more, more subscribers!!
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Resources usps.com/business/informed-delivery.htm
www.D2DID.com Postalpro.com
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Thank You!!
Questions?? Dave Lewis [email protected]
ID Steve Hertz [email protected]
Karen Bartram [email protected]