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L & D Blog

B2Bs Can Use Informed Ads for Additional Touch

May 10, 2018

If you have yet to sign up for the United States Postal Service’s Informed Delivery service, you are missing out. The service allows you to check your mail via your smartphone’s inbox. Have access to your e-mail? You now have access to many of the pieces of mail arriving in your physical mailbox at home. Read more on that here. As a business, though, there’s more! There is a unique opportunity to add yet another platform to your marketing plan. Remember how they say it takes 6 to 8 touches to generate a viable sales lead? Here is your opportunity to instantly provide touch 1 and 2! This is how it works:

You will create and send the normal hardcopy mail, then provide USPS with your image content and web address. There are two ways you can run informed delivery campaigns:

  • Ride-along Image and Target URL: This campaign includes the USPS gray scale scanned image of the letter-size mail piece and an image provided by the mailer. This image is placed below the gray-scale image in the email. The Ride-along Image is clickable and so is the “Learn More” link. These are both linked to the same URL.
  • Representative Image, Ride-along Image, and Target URL: In addition to the required Ride-along Image and URL, this dual campaign includes an image that is provided in lieu of a flat-size image or in place of the gray-scale letter-size image. In this version, your images are static, they are not clickable. The images must be clearly branded and must be directly related to the hard copy mail piece. One more thing, images are optional for letter-size mailings; but required for a flat-size mailing.

This is just another great way to tie physical and electronic channels together. Want to do something a little more targeted? Remember our PURL campaigns?—read more on them here—this is the perfect opportunity to tie a campaign like this into your direct mail marketing movement! Contact us today!


L & D Mail Masters
110 Security Parkway
New Albany, IN 47150
Phone: 812-981-7161
Fax: 812-981-7169
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