Pass a deep immersion in mail scanning service and learn how you can boost your campaign efforts by coordinating direct mail with digital campaigns.
For years, direct mail has been an effective communication tool for marketing specialists. But as online campaigns have grown in effectiveness and traceability, marketing specialists have sought something that can connect the physical and digital, increasing the impact of each medium.
That is why the United States Postal Service (USPS) created the mail scanning service, which carries closely follow -up data to real -time deliveries such as floors and letters. Keep reading to learn how this tool works and what you can do to improve your direct mail marketing campaigns.
What is mail scanning service?
This tool allows marketing specialists to know when the mail has been delivered, which allows the rapid and coordinated activation of complementary marketing campaigns.
Once sent, the post Office ™ installation scan a direct mail piece and enter a monitoring system. The senders can track parts using the mail scanning service tool, which shows when an email piece has entered different stages in the delivery cycle.
When the mail reaches its destination, a final scan from the postal operator warns to the sender that his piece is delivered to a client.
With this delivery information almost in real time, the sender can launch complementary campaigns such as emails or social networks ads that are addressed to the same clients, maximizing the impact of each piece.
What data does the informed mail scanning service?
With this characteristic, the Mailers obtain a rich vision of the stages of USPS® mail transmission. They can learn when their cards go from classification machines to trucks, and when they finally hand over customer mailboxes. The senders can see each piece through delivery processing scans (such as “being ordered”, “en route” or “delivered”), delivery area or destination Zip Code ™, name of the campaign and more. Once a piece is delivered, marketing specialists can start digital campaigns in other channels to magnify the influence of the direct mail piece.
How does communication impact informed?
The service facilitates marketing specialists to execute multichannel campaigns involving direct email contact points. Knowing the stages that your email has entered and when you have reached your client in real time makes marketing communications easier.
Marketing campaigns, from direct mail to television transmission to social networks, can work together to boost the impact instead of working in silos. The team of a politician, for example, could organize a call to confirm a vote when seeing that a direct mail work has reached a citizen. Or a retailer could send an email with more offers and direct links to increase the impact of a coupon by mail.
To carry out
Adding informed visibility to your next direct mail campaign is a powerful way to develop your marketing messages. Knowing when your piece has arrived in a customer’s mailbox, you can plan and manage more effectively what complementary marketing they see and when.
The coordination of efforts between your email and digital campaigns will increase the impact and value of your customers. At the same time, informed visibility can optimize campaigns internally, providing more powerful and measurable results.
