Already, 17 million people have signed up with the USPS to get a preview email of what’s coming in their mail. With the service, called Informed Delivery, the USPS sends them a photocopy of your envelope. BUT the USPS allows mailers to replace the plain, black and white scan of their carrier with colorful, engaging new artwork and also provide donors with a clickable online giving option.
For the Friends of the Smithsonian’s acquisition, we were able to deploy this tactic to just over 7% of the audience who had signed up for Informed Delivery. And it resulted in: