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)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).

2 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 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.

3 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: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: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?

4 2022 UNITED STATES POSTAL SERVICE14 Informed Delivery CAMPAIGNSI nformed Delivery is not a niche feature organizations across a variety of industries can (and should!) 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. 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.

5 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. 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.

6 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). This field can have a maximum of 30 characters including Start and End DatesThese fields indicate the dates when the campaign will begin and end. usps suggests that the Start Date is three days prior toand the End Date is three days after the target in-home date(s). The campaign Start Date cannot occur in the past. The Start Date and End Date cannot be more than 45 days (MID)The MID must be six or nine numeric digits in length; this is the MID that will be on the mailpiecessent. If this is a shared MID or multiple campaigns are conducted at the same time, then the Intelligent mail barcode (IMb ) Serial Number Range is also required. The MID can belong to the mail owner or a mail Service Provider (MSP).

7 The company that addresses and prints the IMb son the mailpieceswill know this Serial Number Range Start / EndThis range is required if the campaign level is IMbSerialized (see the Interactive Campaign Guide for more information on campaign levels). Campaigns using a shared MID must each have a unique and sequential IMbSerial Number Range. This must be a six-or nine-digit number (depending on length of the MID). The company that addresses and prints the IMb son the mailpieceswill need to derive and provide this ShapeIndicate the type of mailpiece Letter/Postcard or ( Flat ) based on the postage payment rate. Representative ImageA Representative Imageisoptional for letters and campaigns must utilize a Representative Image. Ride-along ImageA Ride-along Image is required for all campaigns. Target URLW ebsiteto which users click-through via the Ride-along Image or View Website link. Required for all 1: SELECT SUBMISSION METHOD 2022 UNITED STATES POSTAL SERVICE19 SUBMITTING CAMPAIGNST here are two self-serve campaign submission methods available via the Business Customer Gateway (BCG):Mailer Campaign Portal (MCP)MANUAL ENTRYP ostalOne!

8 ELECTRONIC SUBMISSIONSTEP 1: MAILER CAMPAIGN PORTAL 2022 UNITED STATES POSTAL SERVICE20 SUBMITTING CAMPAIGNSThe MCP is a simple, self-service option that allows mailers to initiate, create, and track campaigns in one convenient Complex Campaigns Easily Creatable Campaign Elements Streamlined Data and Reports Lower Campaign Volume Ideal for:Benefits:STEP 2: CHOOSE CAMPAIGN BREAKDOWN 2022 UNITED STATES POSTAL SERVICE21 SUBMITTING CAMPAIGNSThe campaign breakdown will also determine the level of the campaign. OR Same campaign Different campaignsIntelligent mail Barcode(IMb ) SerializedMailer ID (MID) OnlyChooseto apply Target groups of customers Target all customers ABSTEP 3: DETERMINE MID & IMB SERIAL NUMBER 2022 UNITED STATES POSTAL SERVICE22 SUBMITTING CAMPAIGNS Unique and sequential campaign number Key to activating a campaign Cannot overlap another active campaign Number assigned by usps to identify mailers Owned by mail Owners or Brands, MSPs, Ad Agencies, and PrintersMIDIMb Serial Number1234567891011121314151617181920212 2232425262728293031 Barcode IDServiceType IDMIDIMb SerialNumberRouting Code ( Point Code)Robert Dixon475 L Enfant PlazaRoom 5607 Washington, DC 20260-0004 STEP 4: IDENTIFY CAMPAIGN TYPE AND CONTENT 2022 UNITED STATES POSTAL SERVICE23 SUBMITTING CAMPAIGNSM ailers can choose between two different types of campaigns and options for supplemental content.

9 Experiment with different campaign types to get the best results!Create the Representative Image to be directly related to the mailpieceSelectBrand Display Name and URLDual CampaignBasic Campaign Choose Ride-along ImageFROMQ uality PlusLearn MoreFROMQ uality PlusLearn MoreCustomer NameCustomer AddressCity, State Zip CodeSTEP 5: DEFINE CAMPAIGN TIMELINE 2022 UNITED STATES POSTAL SERVICE24 SUBMITTING CAMPAIGNSC onsider the mail destination and the class of mail when choosing the target in-home dates. Start 22ndSTARTthe campaign 2-3 days before the firstexpected in-home date ENDthe campaign2-3 days after the lastexpected in-home dateEnd 28thIn-home 25thSTEP 6: ENTER AND SUBMIT THE CAMPAIGN 2022 UNITED STATES POSTAL SERVICE25 SUBMITTING CAMPAIGNSIt s time to take the final campaign information and upload content. Mailer Campaign PortalSubmit the campaign no later than 12:59 PM local time the day before the campaign start the mailing campaign as 7: MONITOR PROGRESS AND RESULTS 2022 UNITED STATES POSTAL SERVICE26 SUBMITTING CAMPAIGNSThe MCP offers two types of post-campaign Report: includes a line item for every event, including dates and timesSummary Report: provides insight into the number of emails sent, emails opened, and click-throughs 2022 UNITED STATES POSTAL SERVICE27 Thank you!

10 Informed Delivery Website: Review features and benefits of Informed Delivery View FAQs for sign-up and best practices Business Mailer Website: View an interactive video and Informed Delivery user testimonial videos to learn about the benefits of the feature Review the resources such as the FAQs, Interactive Campaign Guide, and Campaign Image Requirements to learn about campaign creation and how to get started Download Users and Household Data to see our growing user base Where Can You Learn More?