Direct mail is powerful, but what if you could get your message in front of Delmarva customers twice—once in their digital inbox and again in their physical mailbox? With Informed Delivery® by the U.S. Postal Service®, you can. This groundbreaking service creates a powerful bridge between the physical and digital worlds, giving your direct mail campaign a free "second touch" that boosts visibility, engagement, and response rates.
At Mail Movers, we are experts in creating and managing integrated Informed Delivery campaigns for businesses across Salisbury, Easton, and the entire Delmarva Peninsula. We handle all the technical setup, allowing you to seamlessly pair the proven impact of direct mail with the interactive power of digital marketing. It’s the ultimate multi-channel marketing strategy, and it’s available for your very next campaign.
How Does Informed Delivery Work for Delmarva Businesses?
Informed Delivery is a free, optional service offered by the USPS to residential consumers. Users who sign up receive a daily email digest containing grayscale scans of the exterior of their household's letter-sized mail that will be arriving soon.
This is where the marketing opportunity comes in. For business mailers, instead of letting users see a generic black-and-white scan of your mailpiece, you can replace it with a full-color, clickable "ride-along" image. This image is paired with a target URL, allowing you to drive traffic directly to your website, a special landing page, a video, or an online ordering portal before the physical mailpiece even arrives at their Salisbury home.
The Benefits of an Integrated Informed Delivery Campaign
Adding an Informed Delivery component to your direct mail is one of the highest-ROI marketing decisions you can make. The benefits are immediate and measurable for any Delmarva business.
Increased Reach & Impressions
Your marketing message gets seen twice: first in the user's daily email digest and again when the physical piece arrives in their mailbox. This doubles your impressions at no extra postage cost.
Higher Response Rates
By providing a clickable link directly in the email, you create an immediate path to conversion. Customers can click through to your offer, browse your products, or fill out a form without having to type in a URL or wait for the physical mail to arrive.
Deeper Engagement & Tracking
Direct users to a specific landing page tailored to your mail campaign. From there, you can track clicks, measure engagement, and gain valuable insights into how your audience interacts with your brand online. It adds a powerful layer of digital analytics to a traditional mail campaign.
Stand Out in a Crowded Inbox
A vibrant, full-color ad is far more engaging than a simple grayscale scan. It captures attention, communicates your offer more effectively, and makes your brand look more professional and tech-savvy to your local audience.
Our Full-Service Informed Delivery Campaign Management
As a USPS Full-Service Certified provider in Salisbury, MD, Mail Movers manages the entire technical setup for your Informed Delivery campaign. You provide the vision, and we handle the execution.
- Campaign Setup & Submission: We create and submit the entire campaign through the official USPS portal, ensuring all technical requirements are met.
- Asset Optimization: We help you create or format your full-color ride-along image and a representative image of your mailpiece to meet the strict USPS specifications.
- URL & Tracking: We implement your target URL and can help you add tracking parameters (like UTM codes) to measure click-throughs accurately in your website analytics.
- Reporting & Analytics: After the campaign, we provide you with a report from the USPS showing the total number of digital impressions and clicks your campaign received.
Frequently Asked Questions About Informed Delivery
Is there an extra cost for an Informed Delivery campaign?
No. For qualifying business mailers using automated mail, Informed Delivery is a completely free service offered by the USPS. There is no extra postage or service fee from the post office to run a campaign.
How many people on Delmarva use Informed Delivery?
As of 2024, there are over 50 million registered users nationwide, with thousands of new users signing up daily across Maryland and Delaware. This represents a massive, engaged local audience that has opted-in to see their mail digitally.
What kind of mail qualifies for a campaign?
Most automated First-Class Mail® and USPS Marketing Mail® letters and flats are eligible for an Informed Delivery campaign. We can confirm if your mailpiece qualifies during our consultation.
What are the image requirements?
The "ride-along" image should be a full-color JPG, typically around 300x200 pixels, that clearly communicates your offer. The "representative" image is a larger image of the mailpiece itself. We will provide you with the exact specifications and can help create the assets.
Can I target specific people on my mailing list with Informed Delivery?
The campaign is applied to your entire mailing list. Every recipient on your list who is also an Informed Delivery user will see your digital ad. It is not a separate targeting method but rather an enhancement to your existing list.
Bridge the Physical and Digital Divide on Delmarva
Don't let your direct mail campaign exist in a vacuum. Amplify its impact by adding a powerful, interactive digital component with Informed Delivery. It’s the smartest way to boost your ROI and create a modern, multi-channel marketing experience for your customers in Salisbury, Easton, and beyond.
Contact our Salisbury-based team today to add a FREE Informed Delivery campaign to your next Delmarva mailing!
