The pressure is on to deliver results

With more data comes more challenges

USPS data innovation helps you work smarter

Data is in demand

I N FO R M E D D E LIVE RY ® & I N FO R M E D VI S I B I L IT Y ®

Today’s marketers are being held more accountable than ever to demonstrate return on their marketing spend. This demand is driving the need for transparent, accessible data and analytics to help marketers evaluate channels, better understand consumer behavior, reduce risk, and optimize their channel mix.

While the last decade has delivered an abundance of marketing technology solutions that collect data, the huge volume being generated is making it challenging for marketers to glean actionable insights. This has spurred a need for a data-driven approach that not only demonstrates results, it delivers metrics that let marketers follow their customers’ journey to see what’s working and what’s not.

INFORMED VISIBILITY® INFORMED DELIVERY®

1. “The Customer Experience Is Written in Data,” Google and Econsultancy, June 2017.

2. “55% of marketers say ‘better use of data’ for audience targeting is a priority in 2019,” Econsultancy, Feb. 19, 2019.

3. “Highlights & Insights Report,” The CMO Survey, February 2019.

There is a wealth of valuable mail processing and delivery data being generated every day through our infrastructure and operational network. And we’re optimizing it to provide marketers with robust, actionable data insights that enhance how mail integrates within multi-channel campaigns. It’s all about helping you work smarter, not harder.

Data-driven marketing that focuses on the individual is the single most exciting opportunity for over one-fifth (21%) of B2C marketers in 2019.2

The percentage of marketing budgets allocated to analytics is projected to increase from 5.8% to 17.3% over the next three years, for a 198% increase.3

Nearly 7 in 10 leading marketers say their companies use data to support decision making at all levels.1

The individual The budgetThe data

Informed Marketing Starts with Informed Data

INFORMED VISIBILITY®

INFORMED DELIVERY®

Delivering the right data at the right time

How it works

Turning mail data into campaign success

Using near real-time data helps you map out the next best steps in your customer’s purchase journey

and upsell additional services.

• Number of mailpieces sent to Informed Delivery household

• Percentage of mailpieces included in email notifications

• Number and percentage of emails opened

• Number and percentage of click-throughs

Knowing where your mailings are projected to be and when they’re

expected to be delivered helps you coordinate direct mail campaign timing.

Aligning other channel communications with direct mail delivery is a powerful

way to help consumers feel more connected with your brand.

INCREASED VISIBILITY INTO YOUR MARKETING EFFORTS

MORE VISIBILITY & INSIGHT INTO YOUR DIRECT MAIL CAMPAIGN PERFORMANCE3

MORE ATTRIBUTION & CAMPAIGN OPTIMIZATION

DATA-DRIVEN EFFICIENCY

“

USPS delivers 47% of the world’s mail.1 Every piece that we deliver carries vast amounts of mailing data. The Informed Visibility® feature makes that data accessible, insightful, and actionable to help you deliver higher ROI and prove it.

To top it off, access to the Informed Visibility database is free.

MEANINGFUL/PERSONALIZED CUSTOMER EXPERIENCES

Let’s say an online retailer knows when their direct mail piece will hit a specific region in Georgia. Knowing this allows them to send a follow-up email and social post to new and existing customers in the same area, with customized offers that tie back to the direct mail campaign—helping increase engagement and motivating the customer to take action.

Imagine optimizing your integrated campaign efforts based on data you receive around your direct mail campaign. Informed Delivery® interactive campaigns help you do just that.

A lack of orchestration is common for marketers: 43% of organizations report a fragmented approach with inconsistent integration between technologies.2

1. USPS internal data.

2. Prateek Vatash, “Digital Intelligence Briefing: 2018 Digital Trends,” Econsultancy and Adobe, 2018.

3. Aggregated data provided by USPS at the 5-digit ZIP Code™ level.

The Informed Visibility® and Informed Delivery® features can work together to help you meet your customers where they are. By using these innovations, you can fully leverage the power of mail data to deliver digitally integrated, highly synchronized

marketing campaigns that help you differentiate your brand—and prove ROI with more precision than ever before.

Connecting our digital and physical worlds through data

INFORMED VISIBILITY® INFORMED DELIVERY®

USPS® Intelligent Mail® barcode (IMb®)

Digitally integrated, highly synchronized campaigns that differentiate your brand by meeting consumers where they are.

Data

Result

Tracks mail in near-real-time as it goes through the mail system.

Marketers gain visibility and insight into their direct mail

interactive campaigns.

Marketing can be aligned across mediums, implementing more

meaningful and differentiated customer experiences that drive results.

Contact us to learn more and get started

INFORMED VISIBILITY® INFORMED DELIVERY®

informedvisibility@usps.gov

1-800-238-3150

usps.com/informeddeliverycampaigns

uspsinformeddeliverycampaigns@usps.gov

1-877-329-7206

FPO Please recycle.

©2019 United States Postal Service. All Rights Reserved. The Eagle Logo is among the many trademarks of the U.S. Postal Service.

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YOU R B USIN E SS IS OU R B USIN E SS

We know that success is a two-way street. That’s why

we take the time to really understand your business

goals and do everything in our power to help you

achieve them.

With a broad range of expertise, products, and

services, USPS is uniquely positioned to help you

succeed in multiple areas, including marketing,

customer engagement, shipping, returns, retention,

and customer service.