Informed Delivery Informed Delivery AGENDA Informed Delivery Presentation

Informed Delivery

Informed Delivery AGENDA • Informed Delivery Presentation • What Is Informed Delivery • Why Informed Delivery • Consumer Benefits • Mailer Benefits • Informed Delivery Campaign Creation • Data Analysis (Pre/Post) • Resources on Postal. Pro

Informed Delivery What is Informed Delivery? Informed Delivery is a consumer-facing feature offered by USPS® that provides users with digital previews of their household mail arriving soon. Mailers can integrate digital campaign elements to enhance and extend the mail moment. e Informed Delivery users receive scanned images of the exterior of incoming letter-size mailpieces (processed through automated equipment). * Images are available via email notification, online dashboard, or mobile app. If a mailer conducts an Informed Delivery interactive campaign, supplemental content will be shown (for letters/postcards or flats). Interactive campaigns include custom images, known as Representative and Ride-along Images, and a target URL that directs the user to a digital experience. *Exterior images are only provided for letter-size mailpieces that are processed through USPS’ automated equipment. Color images from participating mailers are also included. Package tracking information on Priority Mail®, Priority Mail Express®, and other trackable parcels is also included.

Informed Delivery Why Informed Delivery? • Reach engaged consumers. Tap into an engaged user base that delivers higher-than-average email open rates. • Increase interaction. Generate multiple impressions from a single mailpiece. • Encourage faster responses. Offers, interactive content, and a clear call-to-action to help increase consumer response. • Reach customers digitally from their physical address. Expand your reach and audience base. • Get more bang for your buck. Potentially increase return on investment (ROI) for your campaign. • Measure campaign performance. Gain valuable data insights that can help optimize your marketing spend.

Informed Delivery How Does the Feature Work for Consumers? USPS leverages existing mail imaging processes to provide users with a digital preview of mail arriving soon. ID Consumer signs up Consumers sign up on usps. com® after email address is provided and identity is verified. Mail imaged during processing Mail is sent. USPS uses existing processes to gather digital images of the exterior of letter-size mailpieces that are processed through automation equipment. Images matched to delivery points USPS automatically matches mailpiece images to Informed Delivery users. Interactive campaign data is applied at this step… Notification emailed to user USPS notifies Informed Delivery users of mail arriving soon in an email and/or dashboard view. User receives mailpiece USPS delivers physical mailpieces through regular delivery. Just like a physical mailbox, the Informed Delivery feature is provided at a household level, based on a unique delivery point code for each address. Multiple residents can sign up.

Informed Delivery How does This Feature Work for Mailers Each Informed Delivery interactive campaign is triggered by and mapped to a single Mailer ID (MID) within an Intelligent Mail® barcode (IMb®) used on the mail piece customized to be active during a defined date range. Take Advantage of New Digital Channel Mail imaged during processing Images matched to delivery points Mailers choose to Mail is sent. USPS uses Interactive campaign enhance hardcopy existing processes to is mapped to MID and Imb within a date mailings by gather digital images range. Ride-along or conducting an of the exterior of interactive letter-size mailpieces Representative image will appear in campaign that are processed consumer’s email, includes custom through automation USPS Mobile App or images and a equipment. on dashboard at website link (URL). USPS. com. Notification emailed to user USPS notifies Informed Delivery users of mail arriving soon in an email and/or dashboard view. User executes Call to Action Using the URL provided with the Ride-along or Representative image, user clicks through to perform the mailer’s call to action. User receives mailpiece USPS delivers physical mailpieces through regular delivery. Just like a physical mailbox, the Informed Delivery feature is provided at a household level, based on a unique delivery point code for each address. Multiple residents can sign up. Analyze Results Post Campaign Analysis available through the Mailer Campaign Portal and Postal. One!

Informed Delivery USPS Benefits Revenue Growth Increase Direct Mail Value Enhances Consumer Experience with Mailpiece

Informed Delivery Who Can Create an Interactive Campaign? Informed Delivery is not a niche feature – organizations across a variety of industries can (and should!) create interactive campaigns. 1 Mail Owners / Brands 2 3 Mail Service Providers (MSPs) Advertising Agencies

Informed Delivery How Can a Mailer Participate? The campaign process is simple – create hardcopy mail as usual, provide USPS with data elements and supplemental content, and induct the mail. Pre-Campaign Plan your campaign Determine the type of campaign to conduct and create your mailing list(s) Campaign Prepare mailing Post-Campaign Provide campaign Enterdetails or submit campaign elements to USPS Induct your mailing Analyze and gather insights View the results of your campaign, including email open rate and number of click-throughs Three Campaign Options* 1. MID Only = all pieces with that MID on Piece get the campaign applied 2. IMb Serialized = all pieces with the MID on Piece within the Serial Number Range submitted get the campaign applied 3. Personalized = each piece has an individual IMb and gets a unique campaign applied [ONLY AVAILABLE VIA POSTALONE!®, NOT THE MAILER CAMPAIGN PORTAL]* *Testing of personalized campaigns, entered via Postal. One!, began in Spring 2018. Mailers wishing to conduct personalized campaigns must work closely with the Informed Delivery Postal. One! technical team to facilitate testing

Informed Delivery Mailpiece Eligibility For a letter, postcard, or flat to be eligible for Informed Delivery, it must be automation compatible and scanned through USPS equipment. LETTERS / POSTCARDS FLATS The majority of letter-size mailpieces and postcards are eligible for Informed Delivery because they are automation compatible and scanned through USPS equipment. Eligibility varies. Images of flat-size mailpieces are not captured by USPS automation equipment at this time. If the mailer does not conduct an interactive campaign on a flat, users will see a message stating “A mailpiece for which we do not currently have an image is included in today’s mail. ” Visit Yo ur Lo Store cal 20% O One It ff em Daily Savin Save 15 Off A % ll Items Kids Mo ons In re side Coup gs FLATS CAMPAIGNS • Mailers can still conduct Informed Delivery campaigns on flats, but should be aware results may not match letter-size campaigns. • The Representative Image is a required campaign element for flats. • If a flat with an Informed Delivery campaign applied is processed through automation equipment (or a scan is otherwise detected), users will see the interactive campaign.

Informed Delivery Interactive Campaign for Letters & Flats Well-designed Physical Mailpiece Mailing Details (Mailer ID, IMb Serial Number Range, or IMb Serial Number) Customized Content (Representative Image) Interactive Content (Ride-along Image and target URL) Additional information on required campaign elements can be found in the Interactive Campaign Guide on the Informed Delivery for Business Mailers website.

Informed Delivery Campaign Submittal Options BCG Portal MID Campaigns BCG Portal, Mail. dat & Mail. xml IMb Serialized Campaigns Mail. dat & Mail. xml Personalized Campaigns* *Testing for Personalized Campaigns has been suspended at this time. Ability to create Personalized Informed Delivery campaigns is a future capability.

Informed Delivery Steps to submit campaign through Business Customer Gateway • • • Log into the BCG CAT site (https: //gateway-cat. usps. com/e. Admin/view/signin) Select “Other Services” option on the sidebar of the BCG homepage. Click on the “Get Access” (first time users) or the “Go to Service” button in the “Informed Delivery Mailer Campaign Portal” row.

Informed Delivery Seven Steps to Create an Interactive Campaign • Choose Your Submission Method: As a mailer, you have two options for submitting your Informed Delivery campaign: Postal. One! or the Mailer Campaign Portal. The primary difference between the submission methods is that Postal. One! is better equipped for high-volume, complex mailings. • Define Your Customer List: Will one list work for all campaign recipients, or are there segments within the campaign for specific customer or loyalty groups? If so, segregated these groups from within your campaign mailing list. • Determine MID and/or IMb® Serial Number Range: MIDs can belong to the mail owner, ad agency, printer or other Mail Service Provider. Identify the MID to be used for the campaign. Ensure your Mailer Identifier (MID) is valid and the one printed in the Intelligent Mail barcode (IMb) on the mailpiece. Lastly, determine your serial number ranges in the IMb. • Produce Your Creative Content: Design the “Ride-along” image that appears in addition to the email preview of your mail piece. Determine your target URL (website), as well as the call to action. Decide whether you will use the grayscale image provided by USPS or use a color Representative image. • Select a Timeline: You need to consider both the class of mail and where the mail is being entered for your Informed Delivery schedule. Suggested campaign start times are 2 -3 days prior to your first expected in-home delivery date and suggested end times are 2 -3 days after the last expected in-home date. • Submit Campaign: Submit your campaign using one of your previously determined submission methods using either the Mailer Campaign Portal or Postal. One! • Analyze Results: Know how your campaign worked for you. Download Post-Campaign Analyses (summary and detail level reports) directly from the Mailer Campaign Portal or get a copy of your Post-Campaign Summary reports via email from Postal. One! at USPSInformed. Delivery. Campaigns@usps. gov.

Informed Delivery Accessing Pre- Campaign Analysis Report Within the Mailer Campaign Portal, users may initiate a pre-campaign report from the Welcome Page 1. User enters a name for the report 2. User uploads a ZIP 11 File • . csv file consists of a single column of 11 digit ZIP Codes from the user’s mailing list 3. User runs the report – may take up to 75 minutes depending on the size of the file 4. Report is posted to the Pre-Campaign Analysis tab

Informed Delivery Post- Campaign Analysis Users initiation Post-Campaign Reports by checking the box beside Active, Completed, or Cancelled Campaigns on the “Campaigns” page. Both the Summary and Detailed Report are automatically generated for all campaigns selected.

Informed Delivery Campaign Creation Resources The Informed Delivery Program Office (IDPO) works directly with each participating mailer or their designee, such as an MSP, to provide guidance on the entire campaign process life-cycle. The IDPO has developed detailed resources, such as the Interactive Campaign Guide and the Campaign Elements Guide (below), to explain how to effectively create, submit, and analyze a campaign. Interactive Campaign Guide Campaign Elements Guide https: //www. usps. com/business/pdf/informed-deliveryinteractive-campaign-guide. pdf https: //www. usps. com/business/pdf/informed-deliverycampaign-image-requirements. pdf

Informed Delivery Postal. Pro! • https: //postalpro. usps. gov/