In this episode of the podcast "Postal Biz-Buzz," Lois speaks with podcast host Jon Reynolds from the Connecticut PCC, about direct mail and other strategies for executing a successful multi-channel campaigns.

With significant increases in postage rates, marketers must justify their direct mail budgets and the results they are enabling. The USPS has an interest in getting companies to mail more even with the higher rates. To demonstrate the value of physical mail driving consumers to digital channels while providing postage discounts the USPS launched a series of promotions. The benefits for mailers include more effective mail with improved response and conversion across all channels.

The USPS Informed platform has increased awareness, effectiveness, and results for direct mail. Brands now have a platform to link direct mail with omnichannel communications across email, SMS, apps, and the web. Informed Delivery campaigns enable consumers to respond and interact with products, services, and offers before they receive their physical mail.

The USPS Informed Delivery program continues to gain momentum. As of this writing, the program includes around 13 million subscribers. An impressive 65% of email subscribers check their Informed Delivery emails nearly every day. If you’ve ever run email campaigns, you’re probably aware that achieving a 65% open rate is quite a feat.