Informed Delivery® EngageOne Video Script Introduction The United States Postal Service® is doing something new—and digital—with mail. Informed Delivery® is an innovative feature that gives residential consumers the ability to see a digital preview of the front of their household’s letter-size mailpieces arriving soon. This feature offers marketers an unprecedented opportunity to engage consumers and expand their marketing reach through synchronized direct mail and digital campaigns. Informed Delivery generates a coordinated, double impression for the intended recipient from a single mailpiece, as well as additional impressions for other household members who are Informed Delivery users. Marketers can receive even greater benefits by conducting an interactive campaign with digitally enhanced elements, providing consumers with an engaging experience and reinforcing the customer call to action. Now, before we get started, what is the main purpose of your visit? Informed Delivery Overview Let’s take a closer look at how an Informed Delivery interactive campaign can help engage target audiences and expand campaign reach. Mail Owner/Ad Agency: Increase mail volume * Nothing replaces the tactile value of hardcopy mail, but USPS recognizes consumers’ increasing desire to interact and communicate digitally with everything, including their mail. Informed Delivery campaigns enhance the value of physical mail by seamlessly integrating it into a rich, digital experience, thus maintaining the relevancy of mail and growing mail volume. As a business built on providing services to mail owners, you can directly benefit from Informed Delivery – the more your clients mail, the more your business thrives. Acquire more clients through innovation * We appreciate that not everyone communicates in the same way. Consumers and mail owners still value physical mail and the tactile experience it offers; Informed Delivery campaigns bridge the gap between the physical and digital worlds to create an innovative experience for consumers and greater flexibility for your clients. Stay ahead of the game – enhance the value of physical mail and attract new clients with an integrated digital marketing campaign. Provide streamlined approach to services offered * Complement and enhance your existing offerings to create a streamlined mailing experience for your clients. By supporting Informed Delivery interactive campaigns, you are able to provide full service for all your clients’ printing, mailing, analytics, and digital marketing needs, helping enhance their marketing campaign efforts and potentially increasing their reach. Generate new revenue streams * Innovate in the mail! Informed Delivery allows you to offer your client’s unique solutions that will help you generate revenue in new ways. By helping optimize mail with an Informed Delivery interactive campaign, you will have the opportunity to cultivate new client relationships and grow your business. Enable cost-effective multi-channel marketing * Equip your clients to expand their customer reach and maximize their marketing budget. * Informed Delivery campaigns allow your clients to synchronize digital content with physical mail to reinforce their customer call to action, creating a multi-channel campaign and increasing their visibility to target audiences. Mail Service Provider (MSP): Lower cost per impression * Receive multiple impressions from a single mailpiece. All Informed Delivery users within the household – not just your intended customer – have visibility into incoming mail. Informed Delivery maximizes your marketing budget, creating an avenue for acquiring new customers and the potential for a higher return on investment. Improve email open rates * Leverage the Postal Service’s trusted brand and the unprecedented synchronization of digital marketing and physical mail campaigns: Informed Delivery has a 70% email open rate, which is significantly higher than the average open rates for digital marketing campaigns. Improved visibility into open rates can help you gauge if your campaign is resonating with customers to meet your business objectives. Enable cost-effective multi-channel marketing * Expand your customer reach and maximize your marketing budget with Informed Delivery campaigns that allow you to synchronize existing digital content with physical mail to reinforce your customer call to action. An interactive campaign helps increase your visibility not only to your target audience but also to other Informed Delivery users within a household. Generate revenue and cross-sell / up-sell * Generating cross- and up-sell opportunities through mail just got exciting – Informed Delivery campaigns create additional advertising space on the address side of the mailpiece image! Use interactive content, such as colorful images or a link to emphasize the customer call to action, creating brand loyalty and potentially generating more revenue. Improve retention * Digitally engage your customers even when they cannot retrieve the mail from the physical mailbox. Attract new customers and retain existing ones with a clear offer that entices customers to respond quickly - directly from their Informed Delivery notification – even when they’re traveling away from home. Maximize envelope views * Maximize your envelope views with this unique opportunity to integrate physical mail and digital marketing campaigns. All Informed Delivery users within the household will have the opportunity to digitally interact with your mailpiece, creating multiple impressions from a single mailpiece and increasing your campaign reach. How to Create Campaigns It’s great that you want to learn about creating effective interactive campaigns. The content in this video will help you get started. The method by which you conduct campaigns can differ depending on your business role and mailpiece type, so we need a little more information to personalize the step-by-step process to meet your needs. Mail Owner sending letters/postcards: Thanks. You identified yourself as a Mail Owner working with letters or postcards. Based on this information we have put together a step-by-step process for your needs. MSP sending letters/postcards: Thanks. You identified yourself as a Mail Service Provider working with letters or postcards. Based on this information we have put together a step-by-step process for your needs. Ad Agency sending letters/postcards: Thanks. You identified yourself as an Ad Agency working with letters or postcards. Based on this information we have put together a step-by-step process for your needs. Mail Owner sending flats: Thanks. You identified yourself as a Mail Owner working with flats. Based on this information we have put together a step-by-step process for your needs. MSP sending flats: Thanks. You identified yourself as a Mail Service Provider working with flats. Based on this information we have put together a step-by-step process for your needs. Ad Agency sending mail flats: Thanks. You identified yourself as an Ad Agency working with flats. Based on this information we have put together a step-by-step process for your needs. Mail Owner sending both: Thanks. You identified yourself as a Mail Owner working with both letters/postcards and flats. Based on this information we have put together a step-by-step process for your needs. MSP sending both: Thanks. You identified yourself as a Mail Service Provider working with both letters/postcards and flats. Based on this information we have put together a step-by-step process for your needs. Ad Agency sending both: Thanks. You identified yourself as an Ad Agency working with both letters/postcards and flats. Based on this information we have put together a step-by-step process for your needs. Create an Informed Delivery interactive campaign using these seven simple steps. 1. Determine Submission Method: * The Mailer Campaign Portal allows you to initiate campaigns, view results, create templates, store media and more, all in one convenient location from the Business Customer Gateway (BCG). PostalOne! is a web-based system that provides a streamlined process for mail entry, payment, tracking, and more. Interactive campaigns are submitted with other electronic documentation. We’ll help you decide the appropriate method after these steps. 2. Determine Campaign Breakdown * Apply a single campaign to every customer receiving your mailing; apply different campaigns to groups of customers; or, if you are submitting campaigns via PostalOne!®, you can create personalized campaigns for each of your customers. If you choose to run multiple campaigns at the same time for groups of customers, you will need to segregate your mailing lists prior to Intelligent Mail® barcode (IMb®) assignment or printing. 3. Determine Mailer ID (MID) and IMb® Serial Number Range * Start gathering required campaign elements. All campaign activation is based on the MID used on the mailpiece, which can belong to the Mail Owner or Brand, Mail Service Provider, or Ad Agency. If you are conducting a MID-level campaign, all mailpieces with that MID on the piece will have the campaign applied. If you are conducting an IMb serialized campaign for groups of customers, all pieces with the MID on the piece and within the designated IMb Serial Number range will have the campaign applied. Remember, the Serial Number Ranges in the IMb can be assigned prior to or during printing. If you are conducting personalized-level campaigns via PostalOne!®,the campaign will be applied based on the individual IMb’s. 4. Determine Supplemental Content * Start developing creative for the required Ride-along Image. The Ride-along Image is clickable, as is the “Learn More” link. These are linked to a single target URL, which you also determine at this step. Don’t forget to use a clear call-to-action to encourage click-throughs! Then, decide if you want to use a color Representative Image in place of the grayscale mail processing image. The Representative Image is optional for letters and postcards. For Mail Owner/MSP/Ad Agency sending flats or both: o It is important to understand that flats are not processed through USPS automation equipment the same as letters and postcards. Digital images of flats are not captured. When a scan is detected on a flat, however, the interactive campaign is applied. o You can still conduct Informed Delivery campaigns on flats, although, be aware of the limited visibility into flats campaigns and results. * Before proceeding, confirm that your images meet formatting requirements (such as dimension and file size limits) and confirm that you have appropriate rights to the images as required by the Informed Delivery Terms & Conditions in the resources on the Informed Delivery for Business Mailers website. 5. Determine Campaign Timeline * The expected or targeted in-home dates should dictate your campaign Start and End Dates. Start the campaign 2-3 days prior to the first expected in-home date and end the campaign 2-3 days after the last expected in-home date. 6. Enter or Submit the Campaign * Using your preferred method, either enter your campaign in the Mailer Campaign Portal or submit it electronically via PostalOne!. Enter or submit your campaign no later than 12:00PM local time the day before the campaign start date. 7. Monitor Progress and Results * After a campaign is completed, you can view the results. The Post-Campaign Summary Report provides the high-level results of an individual campaign. The Post-Campaign Detailed Report provides line level detail of the counts in the Summary Report using 5-digit ZIP Codes. This level of detail is often required for in-depth analysis of how a particular mailing campaign performed. While USPS cannot provide IMb or Delivery Point Code information due to our privacy policies, this additional line level detail can help you determine how Informed Delivery users responded compared to non-users. For more information on accessing reports, refer to the Interactive Campaign Guide on the Informed Delivery for Business Mailers website Now that you have an understanding of the step-by-step process, let’s identify the right method for you to conduct Informed Delivery interactive campaigns. Please describe your typical mailings. If you aren’t sure, select “Skip”. Skip: Consider using the Mailer Campaign Portal if you are just getting started. More information about interactive campaign submission methods can be found on the Informed Delivery for Business Mailers website. Lower Volume + Less Complex: The Mailer Campaign Portal is the better entry method for lower volume and less complex mailings. It also gives you easy access to edit campaign elements and collect data and reports. Lower Volume + More Complex: The Mailer Campaign Portal is the better entry method for lower volume mailings. Even if you have more complex mailings, the Portal is likely your best option if you are not familiar with PostalOne!. Higher Volume + Less Complex: The Mailer Campaign Portal is the better entry method for less complex mailings. Even if you have higher volume mailings, the Portal is likely your best option if you are not familiar with PostalOne!. Higher Volume + More Complex: PostalOne! is usually the better submission method for higher volume and more complex mailings. If you are not familiar with PostalOne!, carefully review the information and resources on the Informed Delivery for Business Mailers website before getting started. Interactive Campaign Tips Any persona + Lower Volume + Less Complex: Review the resources on the Informed Delivery for Business Mailers website before getting started! Mail Owner persona + Lower Volume + Less Complex: Any individual with a Business Customer Gateway (BCG) account can use the Mailer Campaign Portal. If you don’t have an account, you can easily create one. MSP persona + Lower Volume + Less Complex: Any individual with a Business Customer Gateway (BCG) account can use the Mailer Campaign Portal. You can initiate and even analyze campaigns on your client’s behalf. Ad Agency persona + any typical mailing selection: If you are only providing specific campaign elements (such as Ride-along and Representative Images) to a client conducting an interactive campaign, your client should be the primary POC for collecting the other necessary data elements and entering the campaign. Any persona + Lower Volume + Less Complex AND Lower Volume + More Complex AND Higher Volume + Less Complex: Check out the Mailer Campaign Portal User Guide for more detailed information about conducting an Informed Delivery campaign in the Portal. Any persona + Lower Volume + More Complex AND Higher Volume + Less Complex AND Higher Volume + More Complex: Consider testing in the Mailer Campaign Portal with a lower volume, less complex campaign to start! Any persona + Higher Volume + More Complex: Check out the PostalOne!® Informed Delivery Technical Guides for more detailed information about conducting an Informed Delivery campaign using PostalOne! Any persona + Higher Volume + More Complex: Be sure to plan ahead for interactive campaigns submitted via PostalOne! A customer acceptance test (CAT) process is required prior to participation. Programming time can vary based on experience with that system. Any persona + Lower Volume + More Complex: Conduct an optional Pre-campaign Analysis in the Portal to check your potential campaign reach. Be sure to follow the criteria for .csv file that needs to be uploaded into the Mailer Campaign Portal. Any persona + Lower Volume + More Complex: Consider the breakdown of your mailing list in advance if you are conducting campaigns based on groups of customers within a single mailing. Consider doing A/B tests to see what treatments provide the best response. Any persona + Higher Volume + Less Complex: You can explore the User and Household Data file on the Informed Delivery for Business Mailers website to see where users are densely populated at the 3-digit and 5-digit ZIP Code™ levels. Mail Owner persona + any typical mailing selection: If you are working with a Mail Service Provider, they may offer to initiate and even analyze campaigns on your behalf. If you haven’t yet engaged your provider, you should do so early in the process. MSP persona + any typical mailing selection: Don’t miss the opportunity to be the first to tell your clients about Informed Delivery! Offer to help them conduct their first interactive campaign. We’ve put together a few responses to frequently asked questions. Choose as many as you like or click “Skip” to continue. Frequently Asked Questions (FAQs) How many users and households are currently signed up for Informed Delivery®? The Users and Households Data file (Excel) is available for download on the Informed Delivery for Business Mailers website. This file is updated weekly, and lists the total number of registered users, households, and email-enabled users by 3- and 5-digit ZIP Codes™. Informed Delivery has been available to consumers at eligible residential addresses and Post Office™ Boxes in the majority of the United States—including Alaska, Hawaii, and Puerto Rico—since April 2017. Eligibility is determined at the time of sign up. Who can conduct an Informed Delivery® interactive campaign? Virtually any mail owner can conduct a campaign as long as the mailpieces have an Intelligent Mail barcode (IMb®) and mail is sorted on automated equipment. USPS® understands that many people are involved in the development of an Informed Delivery campaign, including gathering necessary campaign elements (e.g., the Mailer Identifier (MID), IMb Serial Number range, start/end dates, images, URL, etc.). However, one point of contact must work in the Mailer Campaign Portal or PostalOne!® to ensure all campaign elements and content are complete. What images are required to conduct a campaign? The Ride-along Image is always required. A single target URL is also required to accompany the Ride-along Image. A Representative Image is required for campaigns on flats (e.g., magazines, catalogues), and optional for campaigns on letters/postcards. When a campaign is not conducted on flats and a scan event is detected, the user will see a message stating, “A mailpiece for which we don’t currently have an image is included in today’s mail.” As a reminder, images must meet formatting requirements (such as dimension and file size limits) and you must have appropriate rights to the images as required by the Terms & Conditions in the resources on the Informed Delivery for Business Mailers website. What campaign data will I receive? Do I have to share data with USPS®? Both Pre- and Post-Campaign Reports are available: * The Pre-Campaign Analysis is optional, and allows you to evaluate potential campaign reach. * The Post-Campaign Summary and Detailed Reports provide information on campaign results such as email statistics, open rates, and click-through rates. Reference the resources on the Informed Delivery® for Business Mailers website for more information on accessing Pre- and Post-Campaign Reports. USPS welcomes feedback on any additional lift or return on investment that participants see from conducting Informed Delivery interactive campaigns. What data elements are required to conduct an interactive campaign? These data elements are required to conduct a campaign, regardless of the submission method: * Brand Display Name (also referred to as Campaign Display Name) * Campaign Title * Campaign Code * Campaign Start Date * Campaign End Date * MID on Piece * IMb® Serial Number Range (required if using a shared MID or for multiple campaigns for a single mailing) * Supplemental Content (e.g., Ride-along Image, Representative Image, target URL) See the Informed Delivery® for Business Mailers website for additional information on campaign submission options, since the submission of data elements varies depending on how the campaign is entered. How can I submit an interactive campaign? There are two ways to submit an Informed Delivery® campaign: the Mailer Campaign Portal or PostalOne!®. The Mailer Campaign Portal allows business mailers and MSPs to initiate campaigns manually through the Business Customer Gateway (BCG). Additionally, they can also view campaign data and results, create campaign templates, store media and more, all in one convenient location. The Portal is the better submission method for less complex campaigns, lower volume campaigns, easy access to edit campaign elements, and easy access to collect data and reports. Mailers conducting their first campaign might want to start with a test campaign in the Portal. PostalOne! is a web-based system that provides a streamlined process for mail entry, payment, tracking, and more. As an Informed Delivery interactive campaign submission method, it is better for more complex campaigns and entering multiple campaigns. Mailers not already familiar with PostalOne! should plan ahead if they intend to submit a campaign via PostalOne! since programming is more complex and the additional testing process takes time. These two systems do not interface with each other at this time, however, in the near future, PostalOne! campaigns will flow into the Portal for the purposes of viewing and reporting. Conclusion Informed Delivery Overview: Thanks for taking the time to learn about the many benefits of Informed Delivery interactive campaigns. On the next screen we’ll provide you with links to helpful resources. We encourage you to share this experience with friends or colleagues, and if you have some time, we would love to have your feedback! How to Create Campaigns: Thanks for taking the time to learn about creating effective Informed Delivery interactive campaigns. On the next screen we’ll provide you with some links to other helpful resources. We encourage you to share this experience with friends or colleagues, and if you have some time, we would love to have your feedback! EngageOne Video Script May 2, 2018