In the last few years, the United States Postal Service (USPS) has put an emphasis on enhancing both the mailer and customer experience by evolving the marketing efforts in a digital world. In addition to the launch of Informed Delivery in 2017, which has seen great success (as in over 15 million users and counting), the USPS is now piloting a new technology platform: Informed Address (IA).
This innovative concept enables mail to be sent and delivered without a consumer’s physical address. Instead, Informed Address allows recipients to use identifiers including an email address, social media handles, or a custom name for mail processing and delivery functions.
As privacy remains a top concern, Informed Address will replace the delivery point with a unique code where the usual IMB (Intelligent Mail Barcode) is substituted with an “Informed Address IMB”, which contains the physical address information. This allows customers the enhanced privacy and identity protection, as marketers will no longer need to obtain or hold a physical address for their mail communications.
During the testing period, the USPS will assess consumer engagement, gauge mailer interest, and determine technical feasibility. This new technology provides the opportunity for marketers to provide additional services, including vanity address development and enhanced consumer targeting for B2B and B2C marketing.
Informed Delivery and Informed Address Collaboration
To optimize the consumer experience, the USPS has piloted a Targeted Offers program where Informed Delivery users will be able to opt in to receive targeted mail and adjust preferences through their Daily Digest dashboard. Through an IA-enabled mailing, consumers will then receive a physical mail piece that matches the offers they selected. Coupon offers will also be available through Targeted Offers and Informed Delivery, and would be downloaded directly into a mobile wallet.
Interested in learning more? Contact our postal pros, where they can provide you with latest information on trending technology, such as Informed Address.