Informed Delivery Mailer Pilot Test Program Overview October

Informed Delivery ™ «Mailer Pilot Test « Program Overview October 2015 DRAFT 1 MY USPS MAILER PILOT – PROGRAM OVERVIEW

Informed Delivery - Pilot Overview ™ « New consumer facing service that enhances hardcopy mail delivery • Provides consumers images of their daily mail • Integrates direct mail and digital marketing channels, providing multiple impressions and the potential for interactivity « Currently being piloted in Northern VA « Expansion in New York Metro Area in the fall of 2015 2 MY USPS MAILER PILOT – PROGRAM OVERVIEW

Informed Delivery– Benefits ™ Consumer Mailer • Subscribers see important mail before delivery • Generate multiple impressions from a single channel • They can take action even before the actual mail piece arrives • Engage users and drive site traffic through interactive digital content • The entire household can have a quick view of incoming mail so they don’t miss anything intended for them • The intended recipient sees their mail, even if they are traveling or they get home after the mail has been sorted 3 MY USPS MAILER PILOT – PROGRAM OVERVIEW

Informed Delivery– Northern Virginia Pilot ™ « Informed Delivery images are delivered each morning « ZIP Code™ locations: • 201, 220 -223, 226 -227 • Approx. 7500 active recipients « Images are static except during active response testing • Tested 3 scenarios • Mail piece only • Mail piece with static scanned image • Mail piece with interactive scanned image 4 MY USPS MAILER PILOT – PROGRAM OVERVIEW

Informed Delivery – Comparisons/Results ™ “…this service is absolutely brilliant…. I didn't know I needed this…“ 1. 3 X 2% RESPONSE Direct Mail RESPONSE INCREASE Direct Mail + Email 1. 4 X RESPONSE INCREASE Direct Mail + Email + Web @ @ > 2. 0 X RESPONSE INCREASE Direct Mail + My USPS Mail www. . Note: 2% response rate is provided as an example for comparison purposes. The 1. 3 x and 1. 4 x are quoted from industry standards. The 2. 0 x response rate is from actual data from USPS internal testing. Response rates can vary by creative. MY USPS MAILER PILOT – PROGRAM OVERVIEW

Consumers like Informed Delivery ™ 93% check their alerts every day/whenever they arrive “I am 96 years of age and having this info early in the day means a lot to me. ” 92% are likely to continue using the service How often do you check and view Will you want to continue to receive your My USPS Mail notifications? My USPS Mail notifications if it ® becomes an official USPS service? Every Day 89% Whenever they arrive 4% Very likely 80% 2 -4 times per week 5% Likely 12% Once per week 0. 4% Moderately likely 5% Rarely or never 0. 3% Slightly likely 1% Other 0. 8% Unlikely 1% Note: due to rounding, totals may not add up to 100%. MY USPS MAILER PILOT – PROGRAM OVERVIEW

Informed Delivery – NY Metro Pilot: Phase 1 ™ « Informed Delivery images delivered via email each morning « ZIP Code™ locations: • 066, 069, 100 -119 • Recruiting in progress for recipients « Capability for supplemental, linked content will be available • Capabilities will be extended to Northern Virginia « Operational data will be provided to mailers • Open and click-through rates 7 MY USPS MAILER PILOT – PROGRAM OVERVIEW

Informed Delivery – NY Metro Pilot: Phase 2 ™ « Informed Delivery images delivered via email daily before 9 am ET « Consumer portal available in My. USPS. com® in addition to email « Capability to replace scanned images with mailer provided images « Possible inclusion of flat sized mail “This is awesome! I travel a lot, and this helps me stay on top of things. ” 8 MY USPS MAILER PILOT – PROGRAM OVERVIEW

General Participation Criteria « USPS is looking for Mailers to help test new functionality • Must be willing to work closely with USPS throughout the testing process • Be willing to send at least one letter-sized test mailing in participating ZIP Code™ locations in November 2015 – March 2016 • Use a USPS provided list of My USPS Mail™ users for test mailing • Have mailing that is designed to drive traffic to a website so response rates can be tracked 9 MY USPS MAILER PILOT – PROGRAM OVERVIEW

Interested in Participating? My USPS Mail™ Contacts: Bob Dixon Director, Product Technology Innovation robert. e. dixon 3@usps. gov Matthew Holben Manager, Strategic Accounts (National) matthew. m. holben@usps. gov 10 MY USPS MAILER PILOT – PROGRAM OVERVIEW

Thank you. 11 MY USPS MAILER PILOT – PROGRAM OVERVIEW