INFORMED DELIVERY® INTERACTIVE CAMPAIGN GUIDE INFORMED DELIVERY® Interactive Campaign Guide Purpose of the Document This guide provides interested mailers with a “how to” guide for initiating an Informed Delivery interactive campaign. United States Postal Service, Products & Innovation, Version 2.1 INFORMED DELIVERY® INTERACTIVE CAMPAIGN GUIDE Table of Contents 1. Background ............................................................................................................................... 3 1.1 Availability ................................................................................................................................. 3 2. How It Works for Consumers/Mail Recipients .......................................................................... 3 3. How It Works for Mailers/Mail Owners .................................................................................... 4 4. Benefits for Mailers ................................................................................................................... 5 5. Participation Criteria ................................................................................................................. 6 6. Campaign Information .............................................................................................................. 6 Types of Interactive Campaigns ................................................................................................ 6 Campaign Data Elements .......................................................................................................... 8 Image Requirements ................................................................................................................. 9 How to Submit a Campaign ..................................................................................................... 10 7. Campaign Stages ..................................................................................................................... 11 Pre-Campaign .......................................................................................................................... 11 7.1.1. Pre-Campaign Saturation Report ............................................................................................ 11 Campaign ................................................................................................................................ 11 Post-Campaign ........................................................................................................................ 12 7.3.1. Post-Campaign Summary Report ............................................................................................ 12 7.3.2. ZIP Code Line Level Detail Report ........................................................................................... 12 Appendix A – Mailer ID (MID) and IMb Information .......................................................................... 13 Appendix B – The Mailing Life Cycle ................................................................................................... 14 Appendix C – PostalOne! Specifications ............................................................................................. 15 © 2017 United States Postal Service. All Rights Reserved. 1 of 28 INFORMED DELIVERY® INTERACTIVE CAMPAIGN GUIDE Change History Document Section(s) Change Description Author Date Version Updated 1.0 All Initial document created Carrie Bornitz 02/28/2017 2.0 Appendix C Added missing header record Carrie Bornitz 04/03/2017 and CAT information 2.1 All Updated language for naming Carrie Bornitz 06/20/2017 conventions, minimum campaign requirements, and contact info for Program Office and PostalOne! support © 2017 United States Postal Service. All Rights Reserved. 2 of 28 INFORMED DELIVERY® INTERACTIVE CAMPAIGN GUIDE 1. Background Informed Delivery is an optional, free feature that gives residential consumers the ability to see a daily preview of their household’s letter-sized mailpieces Exhibit 1: Depiction of Informed that will be arriving soon. This feature offers consumers the convenience of Delivery daily email digest seeing what is coming to their mailbox – anytime, anywhere – even while traveling. • Users receive an email notification that includes grayscale images of the exterior, address side of incoming letter-sized mailpieces (or postcards). o Users can also view their household’s mailpiece images on the dashboard at informeddelivery.usps.com, which displays images for a seven-day period. • Participating mailers can provide supplemental content, allowing users to take immediate action on a mailpiece. For the purposes of this discussion, this supplemental content is referred to as Informed Delivery “interactive campaigns” or just “campaigns.” The United States Postal Service (USPS)® is currently conducting operational testing of this campaign functionality with a limited number of mailers. Exhibit 1 depicts a sample email digest with an interactive campaign that is included with the grayscale scanned image of a business letter. Underneath the scanned image is clickable supplemental content, also known as a “Ride-along” image. Mailer information and another clickable link are provided as well. The bottom section shows the beginning of a personal scanned handwritten letter. The blue “letter” circle and gray line indicate a separation between individual mailpiece information in the digest. 1.1 Availability Feature is available nationally as of 4/14/2017, encompassing 31K eligible ZIP Codes™. 2. How It Works for Consumers/Mail Recipients USPS uses existing processes that provide digital images of the exterior of mailpieces as they are processed through automation equipment; Informed Delivery uses those images to provide digital notifications to users in advance of the delivery of physical mail. The scanned images can be viewed in a user’s email notification or on the dashboard at informeddelivery.usps.com. The process flow is depicted in Exhibit 2.1. Exhibit 2.1: Process flow that enables Informed Delivery Exhibit 2.2 depicts how a physical mailpiece image (without a campaign) is displayed on the user’s dashboard. Dashboard information is maintained for a period of seven calendar days. If a residential consumer has signed up for both Informed Delivery and My USPS®, they will see an integrated © 2017 United States Postal Service. All Rights Reserved. 3 of 28 INFORMED DELIVERY® INTERACTIVE CAMPAIGN GUIDE dashboard, like the one depicted here. To learn more about this consumer-facing feature or see if you live in an eligible ZIP Code, visit informeddelivery.usps.com. Exhibit 2.2: Example of Informed Delivery dashboard view Sample Customer 3. How It Works for Mailers/Mail Owners As noted above, Informed Delivery users will see images of their mail, regardless of whether or not a mailer conducts an interactive campaign. Mailers can enhance their hardcopy mailings by conducting a campaign that includes an image (or images) and a website link (URL). This information will appear in the user’s email notification and dashboard on USPS.com®. This information is referred to here as supplemental content. • Each unique set of customized supplemental content (image & URL) is associated with an individual mailer campaign. Multiple campaigns can be conducted at one time for a single mailing. Multiple mailings and campaigns can be conducted simultaneously. • Each campaign is triggered by and mapped to a single Mailer ID (MID) that is used on the mailpiece and can be customized to be active during a defined date range. • Mailers can also use the Serial Number range within the Intelligent Mail® barcode (IMb) to make a unique campaign, providing greater levels of personalization and the ability to use a “shared” MID, such as one that might be used in large businesses with multiple business units or one provided by a Mail Service Provider (MSP). The majority of mailer tests conducted to date have been done utilizing both the MID and a Serial Number range. • More information on the MID and the IMb can be found in Appendix A. When the Informed Delivery application receives a mailpiece scan for an enrolled Informed Delivery user and the MID or the MID/Serial Number in the IMb is associated with an active mailer campaign, © 2017 United States Postal Service. All Rights Reserved. 4 of 28 INFORMED DELIVERY® INTERACTIVE CAMPAIGN GUIDE that user will see customized supplemental content that the mailer provided USPS. The process for this is illustrated in Exhibit 3.0. Exhibit 3.0: Process flow showing step where Informed Delivery campaigns are applied during mail processing The interactive campaign content is currently displayed below the image in the email and to the side of the image in the Informed Delivery dashboard (see Exhibit 3.1). Additional template designs are under development. Exhibit 3.1: Example Informed Delivery Dashboard view with interactive campaign Sample Mailer Sample Customer 4. Benefits for Mailers Informed Delivery allows mailers to: • Take advantage of a new digital channel, tying hardcopy mail to digital content • Receive an additional digital impression for the intended recipient and additional impressions for other household members who are Informed Delivery users • Experience high email open rates (70% daily average) Informed Delivery interactive campaigns provide additional benefits, allowing mailers to: • Enhance the presentation of the scanned mailpiece images that consumers are already receiving © 2017 United States Postal Service. All Rights Reserved. 5 of 28 INFORMED