INFORMED DELIVERY® INTERACTIVE CAMPAIGN GUIDE
• Give mail recipient or other household members the opportunity to take action immediately on
their mailpiece by clicking on a campaign image/website link – regardless of whether or not they
retrieve mail from the physical mailbox
• Coordinate multi-channel campaigns with text, social media, other email, etc.
• Collect information on campaign reach and open rates through data analytics
5. Participation Criteria
Virtually any mailer can conduct an Informed Delivery campaign if the following criteria are met:
• Mailpieces must be automation compatible
• Mailpieces must contain a valid IMb
• Mailer or MSP must be IMb certified
A campaign can be initiated by the mailer or by their designated MSP (advertising agency, printer,
freight shipper, presort bureau, etc.). During the operational test period, there are no fees associated
with conducting an Informed Delivery campaign. The maximum length of time to run a campaign is
three months.
6. Campaign Information
The overall campaign process is simple; mailers create and induct hardcopy mail as usual and provide
USPS data elements and supplemental content to facilitate an Informed Delivery campaign. Detailed
campaign information is provided in the following sections.
Important Note: The key to activating multiple campaigns for a single MID is defining a Serial Number
range and ensuring the Serial Number within the IMb falls into the desired range (see Section 3 for more
information on MID and IMb). Dividing the mailing list into campaign groups prior to
printing/addressing the actual mailpieces is critical. See Appendix B – The Mailing Life Cycle, for more
information on this topic.
Types of Interactive Campaigns
There are two types of Informed Delivery campaigns available, depending on the supplemental content
provided by the mail owner or MSP. They are described below. See Exhibit 6.1 for illustrations.
• Ride-along: Campaign includes the USPS grayscale scanned image of a letter-sized mailpiece and
an image provided by the mailer, currently placed below the grayscale image in the email and to
the right of the image in the dashboard. In all cases, the Ride-along image is clickable
(interactive), as is the additional “View Website” link.
o Note: a Ride-along image and mailer-provided URL is required to conduct an Informed
Delivery campaign.
• Representative: In addition to the required Ride-along image and URL, this campaign includes
an image that is provided in lieu of a flat-sized image or in place of a grayscale letter-sized
image. (Grayscale images of flat-sized mail are not provided to consumers at this time.)
o Representative images are static, they are not clickable/interactive
o These images must be clearly branded and must be directly related to the hardcopy
mailpiece. A color depiction of the mailpiece is favored by consumers.
o Representative images are optional for letter-sized mailings (including postcards),
however, they are mandatory to conduct a campaign with a flat-sized mailing.
o The clickable Ride-along image and supplemental content appears below the
Representative image.
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