Informed Delivery - USPS

1 March 2022 Informed Delivery OVERVIEW 2022 UNITED STATES POSTAL SERVICE2 TableofContentsInformed Delivery OverviewUser Data and EngagementInteractive Campaigns Overview and Guide 2022 UNITED STATES POSTAL SERVICE3 Informed DeliveryOverviewWHAT IS Informed Delivery ? 2022 UNITED STATES POSTAL SERVICE4 Informed Delivery OVERVIEWThe Informed Delivery feature offers an integrated marketing approach to meet today s consumer a mailer participates in Informed Delivery , supplemental content, referred to as interactive campaigns, will be shownInteractive campaigns include custom images and a URL that directs the user to a digital experienceInformed Delivery users receive scanned images of the exterior of incoming letter-sized mailpieces (processed through automated equipment)

2 Images are available viaemail notification, online dashboard, or usps mobile appUsers are also able to track and manage their incoming packages on Informed DeliveryINFORMED Delivery AND THE daily DIGITAL ROUTINE 2022 UNITED STATES POSTAL SERVICE5 Informed Delivery OVERVIEWN othing replaces the tactile value of hardcopy mail, but usps is responding to consumers increasing desire to interact and communicate digitally with everything, including their MailpieceConsumers and mail owners still value physical mail and the tactile experience that it ExperienceInformed Delivery enhances the value of physical mail by creating a new mail moment through digital content ( , custom images and target URL).

3 HOW DOES Informed Delivery WORK? 2022 UNITED STATES POSTAL SERVICE6 Informed Delivery OVERVIEWUSPS leverages existing mail imaging processes to provide digital previews of household mail to Informed Delivery signs up for Informed Delivery usps images mail during processingUSPS matches images to Delivery points and applies campaign User receives Informed Delivery notificationUser receives physical mailpiece Mailer/brand crates and tracks campaign 2022 UNITED STATES POSTAL SERVICE7 User Data andEngagementTHE Informed Delivery FEATURE BY THE NUMBERS 2022 UNITED STATES POSTAL SERVICE8 PROGRAM METRICS overviewAs of 3/15

4 Users279K+Weekly User Registrations8-week average148,570 Completed Campaigns18,226 Brands Represented2,480 Mailers/MSPs ParticipatingNational Household Saturation USER SURVEY | SELF-REPORTED DEMOGRAPHICS 2022 UNITED STATES POSTAL SERVICE9 Informed Delivery USER DATA AND ENGAGEMENTR esponses from the Informed Delivery January 2022 User Survey highlight a variety of users. 7,633 people responded across 5,333 ZIP USE PROFILEGENDERAGE89%78%Indicated they are almost always the primary household member retrieving mailIndicated they check their physical mailbox every day or almost every dayMEN40%WOMEN59% from January 2022 Informed Delivery User SurveyNote.

5 Individualsurvey responsesremain anonymous and arenotassociated with personal +*Out of 7,633whoansweredAsian/PacificIslanderWhi teBlackorAfricanAmericanOtherHispanicorL atinoNativeAmericanRACE&ETHNICITY4%7%6%1 %80%2%*Out of 6,683whoansweredFY22Q1 USER SURVEY | USER BEHAVIOR 2022 UNITED STATES POSTAL SERVICE10 Informed Delivery USER DATA AND ENGAGEMENTI nformed Delivery consumers continue to be highly engaged, with 32% of users clicking a campaign link. When users are engaging65%27%8%MorningAfternoonEveningP ercent of respondents who use each method for viewing daily Informed Delivery notificationsData from January 2022 Informed Delivery User SurveyNote.

6 Individualsurvey responsesremain anonymous and arenotassociated with personal AppUsed ExclusivelyUsed 2022 UNITED STATES POSTAL SERVICE12 Informed DeliveryInteractive CampaignsVALUE OF CAMPAIGNS 2022 UNITED STATES POSTAL SERVICE13 Informed Delivery CAMPAIGNSI nformed Delivery offers a variety of benefits to mailers who create reach consumers digitallyProvide additional data insightsPotentially increase ROIE levate the consumer journeyDrive consumer responseCreate multiple impressionsGenerate higher email open ratesBuild consumer trust with the brandWHO CAN PARTICIPATE? 2022 UNITED STATES POSTAL SERVICE14 Informed Delivery CAMPAIGNSI nformed Delivery is not a niche feature organizations across a variety of industries can (and should!)

7 Conduct interactive Owners / BrandsCompanies that own the brand and the decision to mailMail Service Providers (MSPs)Companies that support mail owners with mail printing, addressing, barcoding, sorting, distribution, and/or comminglingAdvertising AgenciesCompanies that support mail owners with media decisions, campaign creative, mailpiece design, CAN A MAILER PARTICIPATE? 2022 UNITED STATES POSTAL SERVICE15 Informed Delivery CAMPAIGNSThe campaign process is simple create and induct hardcopy mail as usual, then submit data elements and supplemental content to facilitate a campaign.

8 Pre-CampaignCampaignPost-CampaignPrepare MailingProvide mailing detailsInductmailingAnalyze and gather insightsPlan thecampaignEnter campaign elements such as mailing dates, the MID or the MID and IMb, custom image(s), and a target URLView the results of your campaign, including email open rate and number of click-throughsDetermine the type of campaign to conduct and create your mailing list(s)KEY DATA POINTS FOR ANALYSIS 2022 UNITED STATES POSTAL SERVICE16 Informed Delivery CAMPAIGNSPost-campaign reports deliver three key data points that demonstrate the value of Informed Delivery campaigns.

9 Email Open Rate68% average open across all campaigns over the last yearClick-through average click-through rate across all campaigns over the last yearTotal ImpressionsOver billion campaign impressions over the last yearData from FY22Q1 Year in Review 2022 UNITED STATES POSTAL SERVICE177 STEPSFOR CAMPAIGN CREATION2 Choose Campaign Breakdown1 Select Submission Method3 Determine MID and IMb Serial Number4 Identify Campaign Type and Content5 Define Campaign Timeline6 Enter/Submit the Campaign7 Monitor Progress and Results4536271 SUMMARY OF CAMPAIGN ELEMENTS 2022 UNITED STATES POSTAL SERVICE18 SUBMITTING CAMPAIGNSE lements Descriptions Brand Display Name ( Owner Name)This name will show in the From field in the Informed Delivery campaign presented to users.

10 It must be the mail owner s name. For example, if an MSP represents Company123, this field should read Company123. The same Brand Display Name can be used for multiple field can have a maximum of 30 characters including TitleThis field is for internal use only. For example, AnyBrandLetter Mailing. The same Campaign Title can be used for multiple field can have a maximum of 30 characters including spacesCampaign CodeThis field is for internal use only. It must be unique for each campaign. For example ABC102218-1 (company name, campaign Start Date, extension if more than one campaign).