INFORMED DELIVERY® INTERACTIVE CAMPAIGN GUIDE
Appendix B – The Mailing Life Cycle
There are generally many different people involved in your daily mailing operations of sending invoices
and insurance documents, staying in touch with customers, or creating and conducting a Direct Mail
campaign. Input on decisions related to your campaign can come from key stakeholders throughout
your company including Finance, IT, Marketing, Data Analytics, Legal, Accounting, etc.
Additionally, there are many companies that provide support for day-to-day mailing operations or Direct
Mail marketing campaigns. Most businesses work with MSPs to create, print, or induct their mail. There
are creative agencies, advertising agencies, printers, consolidators, comminglers, and companies that
help with tracking and analyzing data after mailings are conducted.
Exhibit B.1: Illustration of functions and/or businesses involved in the mailing life cycle
Mailer/Mail Owner
Creative Printing Processing Analysis
You should involve key stakeholders and support teams in the development cycle of an Informed
Delivery interactive campaign too. Since the MID and MID/IMb Serial Number range on the mailpiece is
key to activating a campaign, the person responsible for this data element is critical to campaign
success. Properly dividing your mailing list prior to addressing your mailpieces is key.
Example:
You are mailing to 15,000 customers. You are using a single 6-digit MID. You are testing three different
mailpiece treatments to see which one gets the best response rate. You have created three unique
vanity URLs to go in these mailpieces to track visits to your webpage and attribute them back to each
mailpiece type.
To apply a different Informed Delivery campaign to each mailpiece type, you need to ensure that your
mailing list is broken down into three separate/unique lists. Each list would be printed separately, in
succession, so you’d end up with three unique and non-overlapping ranges of IMb Serial Numbers. With
this result, you can apply three unique Informed Delivery campaigns as well, each with its own
supplemental content (Ride-along and/or Representative image. and URL).
Exhibit B.2: Illustration of mailing list breakdown for Informed Delivery campaign use
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