USPS Informed Delivery from Spectrum

Informed Delivery from Spectrum Mail Plus

Direct Mail With Informed Delivery® By USPS®

Informed Delivery from Spectrum Mail Plus

What Is Informed Delivery® Email Service?

SEE WHAT’S COMING IN THE MAIL

Informed Delivery® is a free subscriber based email notification service offered by the United States Postal Service. Residential consumers receive a digital preview of their household’s incoming mail scheduled to arrive soon directly in their email inbox! Informed Delivery® allows subscribers to view greyscale images of the exterior, address side of letter-sized mailpieces and track packages in one convenient location.*

Users can also view their incoming mail by using the free USPS Informed Delivery App anytime, anywhere on your phone or tablet.

ADD DIGITAL TO DIRECT MAIL

Informed Delivery® offers businesses the opportunity to engage users through a digital advertisement along with their scanned mail piece that generates additional consumer impressions, interactions, and insights.
*Images are only provided for letter-sized mail pieces that are processed through USPS’ automated equipment.
Spectrum USPS Informed Delivery

How Does Informed Delivery® Work For Consumers?

Users have the ability to view grayscale images of the exterior, address side of letter-size mailpieces arriving soon. And in some cases with oversized mail, a full-color representative image. Mailpiece images are available via email notification, online dashboard, or mobile app.
  1. Consumer signs up for Informed Delivery® on USPS.com.
  2. Mail is scanned at the USPS sectional facility producing an image during processing.
  3. Images are matched to delivery points and mailer interactive campaigns are applied.
  4. User receives mail piece images via Informed Delivery® daily email.
  5. User receives physical mail pieces in their mailbox.
ID Phone Mailbox Spectrum Mail Plus
USPS Informed Delivery color ride-along image

What Value Do Informed Delivery® Campaigns Add?

INFORMED DELIVERY® CAN HELP BUSINESSES INCREASE THE REACH OF THEIR MARKETING CAMPAIGN THROUGH A SYNCHRONIZED PHYSICAL AND DIGITAL TOUCHPOINT.

  • Great Open Rates – 61% of subscribers open their daily Informed Delivery® email
  • Know exactly how many people are checking their mail digitally
  • Increase Interaction – And impressions by adding a digital ride along advertising image to your grey scale mail piece scan
  • Increase Website Traffic – The ride along advertisement provides a link to your campaign page before the mailer hits homes.
  • More Bang for Your Buck! – Potentially increase ROI with additional impressions and clicks lead to sales!
  • Increase Brand Recognition – Each view adds to your overall brand recollection.
  • Encourage Faster Consumer Responses – Ads with offers, interactive content, and a clear call-to-action related to mail piece.
  • Additional Campaign Performance & Data Insights – Further optimize your marketing spend.
Informed Delivery Icon

Informed Delivery® Subscriber Statistics

Over 70.3 Million Subscribers And Counting

Signups Increasing By 17% Year Over Year Growth

58.9% Of People Open Their Alerts/Emails Daily

Informed Delivery Has An Average Click Through Rate Of 0.5%

United States Postal Service

Updated  February, 2025

New Movers Direct Mail Campaigns

Got A New Mover Direct Mail Campaign?

Adding Informed Delivery® for new movers is a no-brainer!
One of the main USPS marketing techniques for promoting ID to consumers is through change of address processing. When a consumer files a change of address they just need to check a box to add Informed Delivery®. This is a main reason for how the subscriber numbers are growing so quickly.
And this means that new movers have exceptionally high subscription rates. We have been seeing new mover match rates over 25%. New movers are already exceptional prospects for direct mail – add the power of Informed Delivery® to get an additional impression.

Add Informed Delivery® To Any Direct Mail Campaign For Only $149!

SPECTRUM IS HERE TO HELP

Need marketing help during the coronavirus pandemic? Spectrum Marketing Companies can help! Our expert marketing strategists are standing by to help you through this health and economic crisis. We have the marketing solutions, tools and guidance that you need in order to make it through these challenging times.

People are in their homes and have more time to read and look forward to receiving their mail more than ever. Now is a great time to market to them! Reach your target audience with one of Spectrum’s direct mail marketing solutions. Spectrum Mail Plus, our digital enhancement to direct mail, is a cost-effective omni-channel direct mail centric marketing program that integrates your mailing list with online ads for increased response. Informed Delivery is one of the integrated services as well. Contact us and we’ll help you determine the ideal marketing solution for your business

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How to track your direct mail campaign

tracking direct mail marketing campaign performance with Spectrum Mail Plus online dashboard with direct mail example in hand

DIRECT MARKETING CAMPAIGNS

How to track your direct mail campaign

tracking direct mail marketing campaign performance with Spectrum Mail Plus online dashboard with direct mail example in hand

Measuring the Impact of Direct Mail Marketing

Understanding how your marketing is performing has become even more crucial with the broadening range of channels and their rapid growth. As marketers navigate the everyday complexities of measuring across different channels and devices, it’s increasingly important to have some sort of tracking framework or metrics in play. This helps to keep things on track and making informed decisions.

Measuring your direct mail usually lags behind digital channels, which people often see as easier to track. However, now more than ever, it’s crucial to dive into and understand how effective your mail campaigns really are. This analysis isn’t just about numbers; it’s the key to making smart investments in this medium. This article is here to offer you practical tips and advice on optimizing your ad spend on mail. From before the campaign kicks off, all the way through, and even after it’s done, we’ve got you covered. Let’s make every piece of mail count!

Metrics for Measurement

For brands getting started with direct mail, there are numerous metrics available to gauge its impact. The strategy you choose depends on your business type, the audience you’re targeting, and the specific action you want your marketing efforts to prompt. To truly understand the whole story, brands need to examine both the direct and indirect results of their direct mail campaigns. It’s not just about the immediate responses but also about the lasting ripple effects that contribute to the bigger picture.

Business metrics

For business metrics, organizations will typically look to measure how a DM campaign affected profit, market share, market penetrations, and sales levels, among others. The marketing department will also take into consideration branding outcomes, such as awareness, consideration, brand perception, and purchase intent.

Response metrics

Individual campaigns can also be measured for response. Businesses will want to measure outcomes such as footfall, leads, acquisitions, booking, and conversions. Marketing departments will likely want to drill down into the mechanics of a campaign to measure reach, frequency, clicks through to websites, and social media engagements.

This can lead to a vast array of measurable insights, however, the combination of branding, performance, and campaign metrics can be confusing. Ensure that you narrow down metrics to those directly connected to the outcomes a business aims to influence.

Three Steps for Accurate Measurement

STEP 1. How to prepare for your direct mail marketing campaign

Accurate measurement requires preparation of clear objectives and a tracking plan – understanding what you’re trying to achieve, how it fits with your overall plan and customer journey, the costs involved and what you will need to know about your business to properly measure and prove its impact.

1 Set key KPIs and make them SMART – Specific, Measurable, Achievable, Realistic and Timely.
Example: Create a recruitment program to increase uptake of new customers by 5% above market growth over 2 years.

 

2 Understand your key metrics – what are the specific metrics most important to your business? AOV, CLV, order frequency, rate of return purchase, donations, appointment attendance? See How to measure your DM campaign.

3 Understand your marketing costs – print, post, production and data.

4 Choose your tracking mechanics – what are the mechanics you will use to track response to your DM campaign? See How to track your DM campaign.

5 Complete ROI scenario planning – use the above metrics and your previous experiences to set realistic payback / profit / success expectations.

STEP 2. How to track your direct mail campaign

When planning your campaign, it’s key to offer a range of response options to suit everyone’s tastes. We all have our preferred ways of reaching out, so it’s no surprise that some folks might not jump at the chance to respond to the mechanics included in your direct mail pack or cash in on incentives.

That’s why it’s important to get to know your audience and mix things up with both direct and indirect response methods.

By doing so, you not only cast a wider net for engagement but also make it easier for folks to connect with you in the way that feels most comfortable.

So go ahead, be flexible, and watch those responses roll in!

 

  • Coupon / promotion codes –  A unique redeemable incentive linked to your mailing
  • Bar codes – Perhaps specific to a store or outlet
  • QR codes – Leading to unique landing page or site address
  • Telephone numbers – Use unique call & text message tracking numbers for specific campaigns or regions
  • Address match back – Pairing mailed addresses to new / responding customer addresses
  • Control groups – Tracking sales or behaviour changes between groups of customers or stores exposed to marketing and those who were not

STEP 3. How to measure your direct mail campaign

Think about what role mail will play in your organization, how it supports the customer journey, and measure it accordingly. Not every metric may be impactful or important to your business.

  • Response rate – How many customers reacted?
  • Conversion rate – How many customers followed your call-to-action?
  • Cost-turnover ratio – How effective was your direct mail campaign?
  • Return on investment (ROI) – How profitable was your direct mail campaign?
  • Average order values (AOV) – How much did customers spend on average?
  • Cost per order / acquisition – How much does a new customer cost?
  • Customer lifetime value (CLV) – What is the total value of a customer over your entire relationship with them?

 

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The EDDM Myth

EDDM Vs Smart Saturation

The EDDM Myth

Many businesses have come to believe that EDDM®, or Every Door Direct Mail®, is the least expensive form of direct mail. This simply isn’t the case but the perception has been perpetuated by the USPS and many mail providers looking to keep the execution of direct mail campaigns as easy as possible.
EDDM Vs Smart Saturation

Higher Costs of EDDM vs. Saturation Mailing

EDDM Mails to Bad Addresses

Have you ever wondered why EDDM counts are higher than a normal Saturation mailing? It’s because you are sending to records that should have been removed. Vacancies, do not mails, and excessive drops have all been removed from regular occupant files. Every “extra” EDDM address–often as high as 10% of the list–is a waste of postage and printing.

EDDM Does Not Allow Removals

To qualify for Saturation rates, you only need to mail to 75% of all addresses in a CRRT or 90% of all Residential addresses–whichever count is lower. So why blanket your mailings to every address? With standard occupant data, we have all sorts of removal options that allow clients to optimize their mailings, while maintaining the best possible rates. Here are three great choices

  • Saturation Record Filters:
    This allows you to trim a list to the count you want. For example, if you have 11,748 records and only want to mail to 10,000 of them, you can select to remove certain types of records (trailers, apartments, PO Boxes, businesses), or you can trim by lowest income CRRTs first. This gives you a “smart” way to remove those records.
  • Penetration Indexing:
    By analyzing your existing customer list and looking for areas you’re already successful, we can effectively target areas that contain “look-a-like” consumers that are more likely to respond to your offers.

EDDM Has Lower Response Rates:

Time and time again, we’ve had new customers come to us because EDDM just performs poorly when compared to normal Saturation mailings.

  • The postal carrier, sometimes, packages all EDDM pieces together, so EDDM mailings become less of a standalone mail piece.
  • EDDM mails to extraneous addresses that normal Saturation mailings would skip thus reducing the overall results.

But What’s the ROI Difference?

With EDDM you do not need to purchase the mailing list or spend as much time processing the job, whereas with saturation mailings you can save on postage and on wasted mail piece delivery. How does this affect the overall ROI of a mailing?
Calculate the following costs:
  • The average cost to address a first class postcard: $.062
  • The average cost to purchase a mailing list: can range from .$.02 to .$030 a record.
  • Postal savings will be .001 to 2.3 cents.
  • Delivery savings will be .002 to .004, since only SCF is needed for letter Saturation mailings.
  • You save 3% to 10% on wasted mail pieces: vacancies, do not mail addresses, and excessive drops (1 to 3 cents).

Consider the following:

Saturation mailing can be more cost-effective per piece in high volumes due to specific postage discounts, particularly when utilizing options like the DDU (Destination Delivery Unit) entry level, where the mail is brought directly to the local post office for delivery.

• EDDM has the lowest postage rates available from the USPS, mainly because it requires less sorting and handling by the Postal Service.

• EDDM postage rates are around $0.219 – $0.30 per piece (for EDDM BMEU) and $0.223 (for EDDM Retail), with the DDU discount bringing the EDDM BMEU rate down to $0.219 per piece.

• Saturation flats sent to the DDU entry level can have a postage rate of $0.218 per piece.

However, it’s important to remember that EDDM postage savings can be offset by other costs:

• EDDM may require larger mail pieces (flats), potentially leading to higher printing costs compared to saturation mailings using standard postcard sizes.

• EDDM requires the sender to prepare, sort, and bundle the mail into stacks for delivery, potentially incurring labor costs and time.

• Saturation mailing, especially when utilizing a full-service provider, might offer additional discounts, like a 5-digit postal sortation discount, which could further reduce postage costs and potentially result in lower final costs than EDDM, according to Mail Shark.

Factors impacting savings:
• Volume of Mail: Higher volumes in saturation mail can unlock greater discounts, potentially surpassing the per-piece savings of EDDM.

• Level of Service: Full-service direct mail providers often have access to deeper discounts and can handle the complexities of saturation mailings, making it more cost-effective than DIY EDDM.

• Targeting Needs: If specific demographic targeting is crucial, saturation mail (which allows for excluding certain addresses) might be more efficient, reducing wasted mail pieces and maximizing ROI, even if the per-piece postage is slightly higher than EDDM.

"Smart" Saturation Mail Costs Less Than EDDM!

All of this shows that saturation mailing generally ends up costing less than EDDM overall. Additional benefits of saturation include narrowing your list selections on a household level (through Saturation Record Filters, Penetration Indexing or Response Boosters) and Saturation mailings typically perform better.

EDDM® & Full Service Mailing Guide
Tasks to complete in Preparing MailingUSPS Every Door Direct Mail® (EDDM) Retail StepsUSPS Every Door Direct Mail® (EDDM) CommercialFull Service Mail Program One-Stop Solution
Design Your PieceSpectrum HandlesSpectrum HandlesLet Us Do it All for You!
Design, Print, Mail Prep, Trucking, and Postage.
PLUS: With Spectrum's Saturation Mail Program:

  • Agency-level design at reduced rates
  • Customized penetration report
  • Reach every household you want at postage rates at OR BELOW EDDM rates
  • Mail single family homes only
  • Don't mail a fixed radius - mail specific neighborhoods!
  • Drop out your current customers so you're not discounting previous sales
  • Variable data options
  • Mail only top income routes in your market
  • Mail neighbors based on households with children
  • Mail specific ethnic neighborhoods
PLUS lots more targeting options with Spectrum's Full Service Program
Print Your PieceSpectrum HandlesSpectrum Handles
Truck Your Piece to LocationSpectrum HandlesSpectrum Handles
Pick a Maximum of 5k HomesDo-It-YourselfNo Maximum Spectrum Handles
Go to USPS.com to select routesbased on 5-Mile RadiusDo-It-YourselfSpectrum Handles
Count Mailing in Bundles of 5 and band two waysDo-It-YourselfSpectrum Handles
Print Facing Slips and apply one per each 50 piece bundleDo-It-YourselfSpectrum Handles
Drive to each Post Office and pay on-site for the mailingDo-It-YourselfSpectrum Handles

The Key Takeaway

Less, Waste, Better Campaign ROI!

You will typically get a better ROI with our “Smart” Saturation Mailings Program. While from a pure numbers standpoint, Saturation Mailings tend to beat out EDDM even with their “free data”, but there are other reasons other mail vendors might prefer to use EDDM.

Many mail and print providers don’t have the capability to ink-jet addresses or turn around EDDM jobs rapidly making it difficult to deliver on time. Many also don’t have the knowledge, capability, or expertise to execute them properly.

So if you use EDDM often, think about whether it is the right choice for your marketing campaigns – you may be wasting resources!

Not sure?  Spectrum will do a free marketing analysis to help you to determine which targeted mailing list option is best for you.

Spectrum has the data technology, expertise, and mail formats to execute higher ROI campaigns using “smart” saturation mailings.

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