SnailWorks Introduces Direct2Digital ID™
October 4, 2017   Dave Lewis

Campaign Coordination for Informed Delivery® Informed Delivery may be the most important innovation released by the Postal Service in decades.  If gives consumers the ability to see their mail in their email before it arrives, and it gives marketers the opportunity to reinforce their branding and offer in what is effectively a new channel.  Still there are a lot of moving pieces to mounting a successful Informed Delivery campaign.  SnailWorks is ready to help with our newest product:  Direct2Digital ID™. There are a number of elements to an Informed Delivery campaign:
  • A ride-along ad. This is a clickable ad that will appear along with the mail piece image in the Informed Delivery email;
  • A representative image. This is a full-color image that can replace the black and white mail piece image in the email.  You can have both a representative image and a ride-along ad in the same campaign;
  • A landing page or a unique URL. If you have a ride-along ad, which is by definition clickable, you need to have a URL for it to go to.  Generally you will want to either create a landing page for the offer, or at least a pass through so you can capture clicks and measure how your ads a working;
  • An Intelligent Mail barcode serial number range. Or maybe several of them if you’re testing;
  • A process in place for measuring results. You will need to measure and determine how your ads are working.  You may want to test different ads and copy.  Does it work better with a representative image?  Only one way to find out – test and measure.
In 2018, the process gets more complex, and you can begin to use unique URL’s for each record.  You’ll know exactly who responds and be able to create custom landing pages for them. Nothing is as simple as it seems – unless you let SnailWorks manage your campaign with Direct2Digital ID™! Here’s the process:
  • Provide Direct2Digital ID with an image, or images for your ride-along and representative images. They are simple jpegs – we’ll provide the specs;
  • Provide us with the IMb range for the mailing you are doing. You can also just send a copy of the mailing file and we can extract them;
  • That’s all you need to do!
From there:
  • Direct2Digital ID will create the linking URL’s for your ads;
  • Direct2Digital ID will provide all required documentation and images to the Postal Service Informed Delivery® program;
  • Direct2Digital ID will provide a pre-mailing report that identifies how many of your prospects are registered for Informed Delivery;
  • Direct2Digital ID will provide access to an online dashboard that allows you to see how your campaign is performing.
The process is simple and affordable. Informed Delivery is in its infancy today, but the Postal Service expects more than 20 million households to be signed up by spring 2018.  Now is a great time to begin formulating your Informed Delivery strategy with Direct2Digital ID from SnailWorks.  Contact us for details!

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