Direct mail does not always begin when someone opens the mailbox. For millions of USPS customers, the first glimpse of an envelope may happen earlier through an email, online dashboard, or mobile app. This is the idea behind Informed Delivery mail. The USPS service gives eligible customers a digital preview of mail expected to arrive soon. For businesses sending direct mail, it creates an interesting opportunity: a physical mailpiece can also become a digital interaction.
USPS currently reports more than 74.8 million Informed Delivery customers. For marketers, that means a well-planned mailing can potentially create another point of contact before the physical mailpiece, such as an envelope or postcard, reaches the recipient.
How Does USPS Informed Delivery Work?
For consumers, the USPS Informed Delivery process happens largely in the background. USPS captures images of eligible letter-size mailpieces while they move through automated processing equipment. Registered users can then see grayscale images of the exterior, address side of incoming pieces through their Informed Delivery notifications.
So, how does USPS Informed Delivery work when a business is sending the mail? This is where interactive campaigns become relevant.
A Physical Mailpiece Gets a Digital Companion
Business mailers can create an Informed Delivery interactive campaign that works alongside an eligible physical mailing. Rather than limiting the recipient to the standard scanned image, a campaign can include additional digital content.
Depending on the campaign setup, this may include a ride-along image and a link that takes the recipient to a relevant online destination. The physical mail still arrives as usual. The difference is that the recipient may have already seen and interacted with the brand digitally.
Customers Can Respond Before Opening the Mailbox
Think about a local business mailing a promotional postcard. The recipient might see the related Informed Delivery content in the morning and click through to the offer immediately, even though the postcard itself will not be picked up until later.
This creates two connected moments from one campaign: the digital preview and the physical mailpiece. USPS describes Informed Delivery as a way for mailers to synchronize physical and digital touchpoints and measure campaign activity.
Why USPS Informed Delivery for Business Is Worth Considering
Direct mail already has one useful quality: it reaches a physical address. Informed Delivery adds a digital layer without requiring businesses to abandon the printed piece.
Used carefully, USPS Informed Delivery for business can make an existing direct mail strategy work harder as they:
Give the Mailpiece Another Chance to Be Seen
- Adds a digital touchpoint to the physical mailpiece.
- Helps the campaign gain attention before or around delivery.
Connect Print Directly to an Online Action
- Provides a clickable path from the mail preview to an online destination.
- Can direct recipients to offers, booking pages, product pages, or landing pages.
Keep the Creative Connected
- Use consistent visuals, messaging, and CTAs across print and digital.
- Makes both touchpoints feel like one connected campaign.
Make the Next Step Easier
- Give recipients a direct path from the mail preview to the relevant online page.
- Reduce unnecessary steps between seeing the campaign and taking action.
Reach Customers Across Two Touchpoints
- Reinforce the campaign through both a digital preview and a physical mailpiece.
- Give the same message another opportunity to stay visible and memorable.
Learn From Campaign Engagement
- Review available campaign data to understand how recipients interact with digital content.
- Use these insights to improve messaging, creative choices, and future direct mail campaigns.
Frequently Asked Questions
What is Informed Delivery mail?
Informed Delivery mail refers to mail that eligible USPS customers may preview digitally before or around the time it reaches their physical mailbox. For eligible letter-size pieces processed through automated equipment, users can see a grayscale image of the exterior, address side.
How does USPS Informed Delivery work for businesses?
Businesses can create interactive campaigns that connect eligible physical mail with additional digital content. Recipients enrolled in Informed Delivery may see campaign imagery and have an opportunity to click through to an online destination associated with the mailing.
Is USPS Informed Delivery for business only useful for large companies?
Not necessarily. USPS states that virtually any mailer can conduct a campaign when the applicable participation requirements are met. Businesses can also work with a designated mail service provider to set up a campaign.
Does Informed Delivery mail replace physical direct mail?
No. It adds a digital touchpoint to physical mail rather than replacing it. The recipient can see information digitally and still receive the actual mailpiece through USPS.
Conclusion
Informed Delivery mail gives businesses a way to extend the life of a physical mailing beyond the mailbox. When the print design, digital creative, landing page, and CTA support the same message, customers get a more connected experience. For businesses already using direct mail, USPS Informed Delivery for business can turn one printed piece into multiple opportunities for engagement and action.
Ready to make your direct mail campaigns work harder? Connect with Thomas Printworks for print and direct marketing solutions that connect your message with the right audience.
