Informed Delivery on Autopilot
November 27, 2018   Dave Lewis

Identifying Your Best Prospects in Every Mailing You Send If you do a lot of mail – renewals, acquisitions, appeals and all of the other mailings that a large organization sends – you can setup an Informed Delivery campaign based just on your Mailer ID (MID).  Once it’s set up, every mailing you send with your MID on it will have a ride-along ad appear with the image of your mail piece in your prospects’ Informed Delivery feed.  If you’re a fundraiser, simply include your logo and “Donate Now” in the ad.  You can add a replacement image if you want to, but you may just want the clickable ride-along.  No need to set up a campaign for each mailing – if it’s got your MID, it’s got an online ad built in. What does this do for you?  Two important things:  It brings your Informed Delivery image to the top of the feed – your piece is the first to be seen; and it gives your best prospects a spot to click right then and there – AND we can identify who those clickers are.  It’s likely to be a small number, but some of your best donors to target for other efforts. Let’s do some numbers:  Let’s say you mail a million pieces a month between all of your efforts.  Lately we are seeing about 10% of mail recipients are subscribers to Informed Delivery, so that means ads will be seen about 100,000 times (10% of 1,000,000).  And your mail piece image and its accompanying ride-along ad should be at the top of the feed.  Now, let’s say that 1% of the ad’s viewers click on it.  (That’s a conservative number based on what we’ve seen to date.)  If those numbers hold true, you’ve had about 1,000 clicks. So what do you do with that? Well, of course, some of them will make a donation.  That’s always a nice outcome; but, even those who don’t, have shown an interest in your cause.  You’ve just discovered 1,000 people who are highly engaged in their mail (they’re interested enough to subscribe to Informed Delivery) and who are interested in your cause.  This is a list with which you can increase your engagement.  These are people your message is reaching.  With detailed reporting available from the Informed Delivery program, you can identify exactly who these people are.  And this data gathering is just built into every mailing you send.  Over months and years this can become a treasured list of engaged donors. It is important to note that you can only identify these people if you were the one who created the mail.  The Postal Service only returns the sequence number from the Intelligent Mail barcode, not the address or identity of the individual.  If you are the mailer, will you be able to match it back to the name and address. With every mailing you do, you can identify those most highly engaged prospects and add them to a growing file.  With MID-based Informed Delivery it just happens automatically. Creating and maintaining all of your Informed Delivery efforts and reporting and matching results is what we do at SnailWorks with our Direct2Digital® ID service. MID-Based Informed Delivery is an important tool to add to your fundraising toolbox.  SnailWorks Direct2Digital ID makes it easy to execute and gathers the data you need to build on your success.  Contact us to learn about Informed Delivery in all of its forms.

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