Measuring Informed Delivery® Results – What is a Click Worth?
November 20, 2019   Dave Lewis

Early results are now rolling in for the Informed Delivery promotion and our customers who participated are pretty pleased so far.  It’s always a little difficult to measure all of the effects of an ID campaign mid-stream, but there are enough stats to start building an impression. Not surprisingly, our Informed Delivery volume shot up quite a bit once the promotion got started.  Mailers love a discount, and this was a pretty easy 2% to claim.  More interesting are some of the other stats we saw. First of all, we saw ID driving a LOT of commerce.  To date we have seen more than 42,000 clicks on ID ride-along ads we placed for clients during the promotion – and the promotion results will still be coming in until about mid-December.  Of course it takes a lot of mail to get a lot of clicks – roughly 50 million pieces in this case.  (We’ll let you do the math on how much postage was saved on 50 million pieces of mail.) Here are some of the key statistics we have seen, and a little backwards math to tie them to the mail:
  • ID subscriber percentage:  Typically                  15%
  • Email enabled as a % of total subscribers:        85% (and climbing)
  • Email open rate:                                                      56.6%
  • Click-through rate (CTR) as % of emails sent:   .63%
So, when you work it on through, if a customer sent 1,000,000 pieces of mail, they would typically expect 6,300 clicks on ride-along ads. OK, so you don’t mail 1,000,000 pieces at a time.  I can move the decimal point for you:
  • 100,000 pieces:    630 clicks
  • 10,000 pieces:        63 clicks
All of that said; let’s add a lot of qualifiers here:
  • These are the results for a lot of mailings of varying sizes and offers. Some mailings did much better, some much worse;
  • These results only show clicks – they do not, by any means, represent the total response for any of these mailings. Some customers looked at these clicks as “bonus” response, some just considered it an alternative response path;
  • These are clicks, not necessarily conversions or donations;
  • These results do not measure added lift given to response by adding another brand impression through the ID ad;
  • ID subscriber rates continue to increase by about 1,000,000 consumers a month. Expect all of these results to continue to improve.
 We present these figures so you can draw your own conclusions.  You know your response rates and if these numbers would make a difference.  Anecdotally, our customers feel like their overall response was better.  We certainly think the raw click-through rates at least move the needle.  We were pleased to see Informed Delivery drive so much commerce.

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