In a digital-first world, senior living communities face increasing pressure to stand out in a competitive market. As prospective residents and families navigate countless options, integrating innovative marketing strategies becomes essential. One tool that’s reshaping direct mail campaigns for senior living marketers is USPS Informed Delivery.
This powerful feature combines the reliability of physical mail with the convenience of digital previews, creating a unique opportunity to enhance the targeting of your outreach efforts. Whether you’re marketing to prospective residents or engaging their families, Informed Delivery offers senior living providers a multi-channel approach to boost visibility, engagement, and ROI.
What Is USPS Informed Delivery?
USPS Informed Delivery is a free service that allows recipients to preview their incoming mail digitally before it arrives. Subscribers receive daily email notifications or can access the information via the Informed Delivery app or website.
For marketers, this service adds a digital layer to direct mail campaigns by including an interactive element, such as a clickable link or call-to-action (CTA), alongside full-color images of the mail piece above the grayscale images of standard mail. This dual-channel touchpoint increases the likelihood of engagement, amplifying your campaign’s impact.
Why Should Senior Living Communities Use Informed Delivery?
Enhance Visibility
Informed Delivery ensures your mailpiece is seen twice – once digitally and once physically – maximizing exposure to your audience. This is particularly impactful when targeting adult children of prospective residents, as it reinforces your message across multiple touchpoints.
Drive Digital Engagement
The interactive component allows you to include a clickable link directing recipients to a landing page, virtual tour, or event RSVP. This seamless transition from mail to digital reduces friction and increases conversion rates.
Track Campaign Performance
With USPS’s detailed analytics, you can monitor open rates, click-throughs, and delivery data, providing valuable insights to refine future campaigns.
Cost-Effective Multi-Channel Marketing
By combining direct mail with digital interaction, Informed Delivery offers a budget-friendly alternative to traditional multi-channel campaigns, ideal for senior living communities with varied marketing budgets.
How Informed Delivery Works for Senior Living Providers
Step 1: Design Your Direct Mailpiece
Create a visually appealing mailpiece that aligns with your brand. For example, a postcard promoting an open house or community tour is a great starting point.
Step 2: Develop a Companion Image and Call-to-Action
Design a full-color, engaging digital image to accompany the full-color preview. Include a compelling CTA, such as:
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- “Take a Virtual Tour of Our Community”
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- “Schedule Your Personalized Consultation Today”
Step 3: Integrate a Targeted Landing Page
Ensure your CTA directs recipients to a dedicated landing page tailored to their needs. Use this page to highlight key features of your community, share testimonials, or offer downloadable resources.
Step 4: Track and Optimize Performance
Leverage USPS analytics to measure campaign effectiveness. Monitor engagement metrics and adjust your strategy for future mailings to maximize results.
The ADage Marketing Group Dashboard – where Informed Delivery metrics come to life! See how we turn data into meaningful campaign results.
Why Try Informed Delivery on Your Next Campaign?
The following statistics highlight the effectiveness and reach of USPS Informed Delivery as a marketing and consumer tool, offering significant value to businesses seeking integrated campaign strategies.
2024 Key Statistics for USPS Informed Delivery
User Engagement:
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- 10.8 million registered users in 2024.
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- 72.5% email open rate, significantly above industry averages.
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- 89% of users report being satisfied or very satisfied with the service.
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- +69 Net Promoter Score (NPS), indicating high user loyalty.
Audience Insights:
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- 87% of primary household decision-makers retrieve mail.
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- 88% of users check digital notifications before midday.
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- 92% access notifications via email, while 74% use the mobile app.
Behavioral Trends:
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- 89% use Informed Delivery for routine mail tracking.
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- 66% value the service for package tracking.
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- 49% use it to monitor mail while traveling.
Interactive Campaign Performance:
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- Email open rates of 70%-72% for campaigns.
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- Multiple impressions generated per mailpiece through physical and digital interactions.
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- Cost-efficient marketing channel with no additional postage fees.
Daily Habits:
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- 79% of users check their physical mailbox daily.
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- Engagement peaks in the morning, aligning with email notification delivery times.
Best Practices for USPS Informed Delivery
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- Keep It Simple
Your digital image should be clean and visually compelling, with a clear focus on the CTA. Avoid clutter and ensure your message is easily understood.
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- Personalize Your Content
Tailor your messaging to specific audience segments, such as adult children researching care options or older adults exploring independent living.
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- Test and Optimize
A/B test your companion images and CTAs to determine what resonates most with your audience. Use the analytics provided by USPS to continuously refine your approach.
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- Stay Consistent with Branding
Ensure all elements, from the mailpiece to the landing page, reflect your community’s branding and voice, reinforcing trust and recognition.
USPS Informed Delivery bridges the gap between traditional and digital marketing, offering senior living communities a powerful way to connect with their audience. By enhancing visibility, driving engagement, and delivering measurable results, this tool can become a cornerstone of your marketing strategy.
At ADage Marketing Group, we specialize in crafting innovative, data-driven campaigns tailored to the senior living industry. Let us help you harness the full potential of USPS Informed Delivery to reach your marketing goals.
Contact us today to get started on your next multi-channel campaign.