USPS Informed Offers/Addressing
February 4, 2020
The U.S. Postal Service is looking to enhance the Informed Delivery experience in 2020 with a program called Informed Offers/Addressing.
With over 22 million email addresses at their disposal, the USPS is well positioned to implement a cross-channel platform using Informed Delivery as the starting point. The Informed Offers/Addressing program will create highly targeted advertising through specific user input selected on the Informed Delivery dashboard.
Here is a brief summary of how the program will work: Informed Offers/Addressing will allow Informed Delivery users to select “offers” from a variety of predetermined categories (Banking & Credit Cards, Beauty, Health & Fitness, Travel & Leisure, etc.). Companies wishing to reach the interested users for a specific category must submit their email file lists to the USPS, and the USPS will match all eligible users to the file. Due to privacy and identity protections concerns, the USPS is unable to return the physical mailing address of the user. Instead, the USPS will send back a file with an encrypted address for each qualifying user. Once mailpieces are labeled with the encrypted address, the USPS will use technology installed on their processing machines to decode and deliver the mailpieces to the interested consumers.
The following USPS diagrams provide more detail regarding how the Informed Offers/Addressing program will work:
It is anticipated that the Postal Service will be highlighting the Informed Offers/Addressing program at the National Postal Forum (NPF) in April. Stop by Freedom’s booth #310 to learn more about how we partner with the USPS on this and many other exciting direct marketing programs.
Freedom’s Postal Support Team will continue to update this revolutionary USPS initiative as additional information becomes available.
Freedom is one of the largest privately held direct mail companies in the United States with five manufacturing facilities strategically located throughout North America. Specializing in the production of loyalty & acquisition direct mail programs, Freedom offers “inline” & “offline” traditional and 4-color fully-variable digital printing, in-house lettershop, extensive laser & inkjet personalization capabilities, mailing services, in-house commingling, logistics, and multi-channel marketing solutions supported by a proprietary client interface & campaign management technology platform.