Twin Cities PCC Kickoff with Informed Delivery June

Twin Cities PCC Kickoff with Informed Delivery June 6 th 2018 1 INFORMED DELIVERY® PROGRAM OVERVIEW

Agenda: «Overview of Informed Delivery «Creating an Informed Delivery Campaign «Mailer Interactive Campaigns WHO & WHY 2 INFORMED DELIVERY® PROGRAM OVERVIEW

What is Informed Delivery? Informed Delivery is a new consumer-facing feature offered by USPS® that provides users with digital previews of their household mail arriving soon. Representative Image: Mailers can replace a grayscale image with a full color Representative image Mailpiece Image: Users receive morning emails with grayscale images of the exterior, address side of incoming letter-sized mailpieces (processed through automated equipment) Supplemental Content: Participating mailers must include Ride-along images and a URL to accompany either the grayscale or Representative image For Flats: Users will see this if the mailer does not conduct an interactive campaign: Users can also view images on the dashboard at informeddelivery. usps. com 3 INFORMED DELIVERY® PROGRAM OVERVIEW

How Does the Feature Work? USPS leverages existing mail imaging processes to provide users with a digital preview of mail arriving soon. The Intelligent Mail® Barcode (IMb®) facilitates the entire process. ID Mail imaged during processing Images matched to delivery points Mail is sent. USPS uses existing processes to gather digital images of the exterior of lettersized mailpieces that are processed through automation equipment. USPS automatically matches mailpiece images to Informed Delivery users. Consumer signs up Consumers sign up on usps. com® after email address is provided and identity is verified. Mailer interactive campaigns are applied at this step… Notification emailed to user User receives mailpiece USPS notifies Informed Delivery users of mail arriving soon in an email and/or dashboard view. 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 delivery point address. Multiple residents can sign up for the feature. 4 INFORMED DELIVERY® PROGRAM OVERVIEW

Conducting an Interactive Campaign Consumer signs up Mail imaged during processing Images matched to delivery points & campaigns identified Notification emailed to user User receives mailpiece …based on the MID, or MID and Serial Number range, in the IMb. 5 INFORMED DELIVERY® PROGRAM OVERVIEW *Mailer Identifier (MID)

What are Consumers Saying About It? ID 95% 96% 9 out of 10 are satisfied or very satisfied with Informed Delivery would recommend Informed Delivery to friends, family, or colleagues It lets me know when to expect something and gives me peace of mind that important mail will be delivered 79% of respondents primarily review Informed Delivery by checking daily email notifications Makes planning bill payment easy Informed Delivery is essential – you need to know what's arriving when you are traveling A new USPS feature that revolutionized the way mail is delivered It's both informative - and fun - to preview what's coming in the mail every day INFORMED DELIVERY® of users check their Informed Delivery notification every day or almost every day 85% use Informed Delivery to anticipate what to look for / be more aware of incoming mail Other top reasons indicated for using service: Amazing and convenient 6 of users check their physical mailboxes every day or almost every day 88% PROGRAM OVERVIEW It gives me the ability to plan each day’s activities in relation to when certain pieces of mail are arriving See mail when traveling or cannot access mailbox Obtain a digital copy / archive of mail received Take action on mail sooner via digital preview Source: January 2017 User Survey

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Where are these Consumers? Informed Delivery is available in 31, 000 ZIP Code. TM locations nationwide, with a growing user base. 8 INFORMED DELIVERY® PROGRAM OVERVIEW

Marketing Informed Delivery 9 INFORMED DELIVERY® PROGRAM OVERVIEW

Creating an Informed Delivery Interactive Campaign 10 INFORMED DELIVERY® PROGRAM OVERVIEW

What are the Basic Elements of a Campaign? 11 1 Well Designed Mailpiece: Informed Delivery campaigns always start with a well designed mailpiece 2 Customized Content: Mailer provides colorful, clearly branded images to replace the grayscale image 3 Interactive Content: Ride-along images and URLs are clickable, creating an interactive user experience 4 Designated Dates: Mailer provides start and end dates for the campaign 5 Mailing Details: Mailer uses the MID on the mailpiece or the MID and Serial Number range in the IMb INFORMED DELIVERY® PROGRAM OVERVIEW

How Can a Mailer Participate? The campaign process is simple – create and induct hardcopy mail as usual, then provide USPS with data elements and supplemental content to facilitate a campaign. Pre-Campaign Plan your campaign Determine the type of campaign to conduct and create your mailing list(s) Post-Campaign Prepare mailing Provide mailing details Provide campaign elements to USPS such as mailing dates, the MID or the MID and IMb, custom images, and a URL Induct your mailing Analyze and gather insights View the results of your campaign, including email open rate and number of clickthroughs How to Participate • Virtually any organization can conduct an Informed Delivery campaign if the following criteria are met: ü Mailpieces must be automation compatible ü Mailpieces must contain a valid IMb (applied by Mailer or their designated MSP) • There are no fees associated with conducting a campaign during the operational test period • Campaign can be submitted by Mailer or MSP 12 INFORMED DELIVERY® PROGRAM OVERVIEW

How does it work for letter-sized mailpieces? All letter campaigns offer a unique digital touchpoint, and mailers can enhance that touchpoint with a Representative image and supplemental content. Scenarios What do users see? Non-User Benefits Informed Delivery User Email Mailing as usual Physical mailpiece Non-User Mailer provides digital content to USPS (e. g. , Ride-along image and URL) 13 INFORMED DELIVERY® Grayscale scanned mail image ABC BANK + Physical mailpiece Informed Delivery User Email Physical mailpiece PROGRAM OVERVIEW Mailerprovided supplemental content (e. g. , Ride-along image and URL) + Physical mailpiece § Mailer gets additional impression for Informed Delivery users via email or dashboard § User gets convenience of digital preview of physical mail § Mailer gets additional impression for Informed Delivery users via email or dashboard § Mailer option to add custom image in place of or below mailpiece image § New digital channel response via URL § Measureable data insights

How does it work for flat-sized mailpieces? Mailers conducting flat-sized campaigns can also benefit from Informed Delivery by providing a Representative image and supplemental content. Scenario What do users see? Non-User Informed Delivery User Email Mailer provides digital content to USPS (e. g. , Ride-along image and URL) • • • 14 Physical mailpiece Benefits Mailer provides color “Representative” Physical image in place of mailpiece scanned image Mailer provided supplemental content (e. g. , Ride-along image and URL) + § Mailer gets additional impression for Informed Delivery user via email or dashboard § Mailer option to add custom image(s) in place of message § New digital postal channel response via URL § Measureable data insights For mailing as usual, flat images are not captured at this time. Mailers must provide an image to be used in lieu of the scanned image, or users will not see the incoming flat-sized mailpiece in their email notification or dashboard. Note: Mailings using Carrier Route bundles have limited visibility at this time. Limited flat bundle scanning testing will begin in fall 2017 in the NY Metro area. INFORMED DELIVERY® PROGRAM OVERVIEW

Mail piece trigged by scan event 15 INFORMED DELIVERY® PROGRAM OVERVIEW

Produce a representative image that has both front and back in it? (Front) (Back) CLICK HERE TO JOIN

Example of a featured coupon Click here to start your mailing 17

Sample Campaigns View Website 18 INFORMED DELIVERY® PROGRAM OVERVIEW View Website *Mailer Identifier (MID)

Sample Campaigns View Website 19 INFORMED DELIVERY® PROGRAM OVERVIEW View Website *Mailer Identifier (MID)

Sample Campaigns View. Website 20 INFORMED DELIVERY® PROGRAM OVERVIEW View Website *Mailer Identifier (MID)

How Can You Submit an Interactive Campaign? Option 1 Option 2 Postal. One!® Submission • Campaign details submitted via Postal. One! e. Doc (Mail. dat®) at least 2 days prior to campaign start date • Mailer sends supplemental content and Representative images to the IDPO via email • IDPO manually edits campaigns in the Administrative Campaign Console to add images and initiate campaign • Campaign results are aggregated manually by the IDPO at the Mailer’s request • Mailers are still able to submit campaigns, but must continue to work closely with the IDPO to ensure image content is complete and accurate 21 INFORMED DELIVERY® PROGRAM OVERVIEW Business Customer Gateway • Mailer logs into BCG and selects the Informed Delivery Campaign Portal • Mailer submits campaign details and digital assets in a step-by-step campaign creation process (completed at least 12 hours prior to campaign start date) • Postal. One! submissions fully automated • All campaigns can be edited and all campaign reports can be accessed within the Campaign Portal • Mailers can use self-serve functionality to initiate and have visibility into campaign data

Business Customer Gateway 22 INFORMED DELIVERY® PROGRAM OVERVIEW

BCG – Other Services 23 INFORMED DELIVERY® PROGRAM OVERVIEW

Campaign Creation / Pre Campaign Page 24 INFORMED DELIVERY® PROGRAM OVERVIEW

Pre-Campaign Mailing List Download 25 INFORMED DELIVERY® PROGRAM OVERVIEW

Campaign Creation Page 26 INFORMED DELIVERY® PROGRAM OVERVIEW

Color Image, Ride A Long Image & URL 27 INFORMED DELIVERY® PROGRAM OVERVIEW

Review Campaign Information 28 INFORMED DELIVERY® PROGRAM OVERVIEW

Save Campaigns As Drafts 29 INFORMED DELIVERY® PROGRAM OVERVIEW

What Type of Data is Shared? USPS offers access to pre- and post-campaign reports to participating mailers. Pre-Campaign Report OPTIONAL Pre-Campaign Saturation Report • Provides mailers with opportunity to evaluate their campaign reach and see how many Informed Delivery users are within a particular mailing list at a given point in time Post-Campaign Report Post-Campaign Summary Report • Provides data on the number of pieces, emails delivered, emails opened, and click-throughs Post-Campaign Detailed Report • Provides line level detail of the counts in the Summary report using 5 -digit ZIPs in place of Delivery Points 30 INFORMED DELIVERY® PROGRAM OVERVIEW

Campaign Feedback CAMPAIGN_DISPLAY_NA ME Customer a 31 CAMPAIGN_TIT LE Schedule a Pickup INFORMED DELIVERY® CAMPAIGN_CO DE MAILPIECE S EMAIL_OPE S N EMAIL_OPEN_RA TE CLICK_THROUG H CLICK_THROUGH_RA TE 142390 WK 18 7391 3967 2916 70% 33 0% 142390 WK 19 Total 6695 14086 3630 7597 2759 5675 80% 75% 21 54 0% 1% PROGRAM OVERVIEW

https: //www. usps. com/business/xls/informed-delivery-users-and-households-data. xls Northland 540 546 547 548 550 551 553 554 556 557 558 559 560 561 562 563 564 566 32 INFORMED DELIVERY® 157, 767 3, 453 4, 562 5, 604 3, 308 18, 202 26, 797 29, 887 36, 396 277 2, 869 2, 829 7, 149 4, 054 1, 016 1, 790 5, 518 2, 618 1, 438 PROGRAM OVERVIEW 178, 835 3, 889 5, 141 6, 379 3, 744 20, 586 30, 570 33, 904 41, 369 317 3, 239 3, 177 8, 021 4, 524 1, 149 1, 976 6, 233 2, 977 1, 640 91, 819 2, 087 2, 775 3, 010 1, 826 11, 178 15, 835 17, 647 20, 580 185 1, 798 1, 574 4, 165 2, 155 597 991 3, 148 1, 525 743

Industry Use Cases and Campaign Resources 33 INFORMED DELIVERY® PROGRAM OVERVIEW

Disaster Relief Organizations How Can Industries Use It? Informed Delivery creates new opportunities for Mailers to engage with potential customers – how could your industry use this feature? • • • Bill Payment Balance Transfer Credit Card Activation Financial Services • • • Service Upgrade Device Upgrade Manage Account Telecom 34 Subscription Renewal Seller Registration INFORMED DELIVERY® PROGRAM OVERVIEW Retail Business Objectives e. Commerce • • Promotional Codes Rewards Enrollment • • Insurance • • Policy Bundling Claim Submissions • • Fee Payment Voter Registration Government

Who Has Conducted Campaigns? Thank you to our many mailers that have completed campaigns to date! This testing allows USPS the opportunity to validate functionality and data. Participation • Over 320 Mailers Participants • Over 1405 campaigns completed across unique brands industries including Insurance, e-Commerce, Retail, and Healthcare • Many of these mailers return and conduct additional campaigns • Mostly single drop mailings • One continuous mailing (3 campaigns daily x 5 weeks) • Campaigns conducted on all classes of mail to include letters and flats Results • • 35 72. 3% average email open rates – sustained Enhanced call to action drives an average click-through rate of 7. 2% • USPS looking to continue to partner with mailers to evaluate clickthroughs/conversions INFORMED DELIVERY® PROGRAM OVERVIEW

What Value Do Campaigns Add? Additional impressions and interactive content can further drive recipient engagement and response – from your intended recipient and all household users. 36 Offers an email open rate that is more than twice that of industry average Generates multiple impressions from a single mailpiece (digital + physical) Drives consumer response with interactive content related to mailpiece Ability to reach consumers digitally by merely knowing their physical address Potentially increases ROI on Direct Mail spend Provides additional data insights to optimize marketing spend INFORMED DELIVERY® PROGRAM OVERVIEW

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https: //printerdirectory. usps. com/listing/#/results

https: //gateway. usps. com/e. Admin/action/homepage

Thank you! Nicholas Brandt Informed Delivery SME Business Alliances Specialist Phone: 651 -785 -6904 Nicholas. a. brandt@usps. gov 41 INFORMED DELIVERY® PROGRAM OVERVIEW Erick Keskey Business Alliances Specialist Phone: 612 -360 -9264 Erick. N. Keskey@usps. gov