How Informed Delivery Is Transforming Direct Mail Engagement

Many marketers assume direct mail is losing relevance, but the data tells a different story. A staggering 68% of Gen Z consumers find direct mail more important today than three years ago. This shift presents an opportunity for brands to elevate their direct mail campaigns—and Informed Delivery is the key to unlocking their full potential.

What Is Informed Delivery?
Informed Delivery bridges the gap between physical and digital marketing. This USPS program provides recipients with a daily email preview of their incoming mail, displaying grayscale scans of mail pieces alongside interactive digital content. With a 62.9% open rate, Informed Delivery ensures direct mail messages reach an engaged audience, driving higher response rates and ROI.

Boosting Engagement with Digital Touchpoints
One of Informed Delivery’s most powerful features is its ability to integrate digital elements directly into direct mail campaigns. Marketers can include:

Ride-Along Images – Digital ads placed alongside mail piece previews

Clickable CTAs – Links directing users to landing pages, promotions, or social media

Personalized Content – Messages tailored to segmented audiences

By leveraging these elements, brands create multiple interaction pathways, driving website visits, online purchases, and conversions.

Maximizing ROI Through USPS Promotions
Integrating Informed Delivery doesn’t just enhance engagement—it also saves on postage. A financial services company reduced mailing costs by $900,000 by leveraging USPS’s Informed Delivery promotions. In 2025, marketers can expect even more incentives, including a 1% discount for campaigns featuring dynamic ride-along content.

GrayHair Tip: Optimize campaigns with visually compelling ride-along images and USPS-validated QR codes to enhance user engagement and credibility.

A Must-Have for Omnichannel Marketing
Informed Delivery seamlessly integrates with omnichannel strategies, reinforcing messaging and increasing visibility across multiple platforms—without additional print costs. Its robust data tracking capabilities offer insights into user engagement, including email open rates, CTRs, and conversion tracking, allowing marketers to refine future campaigns for optimal performance.

Ready to take your direct mail strategy to the next level? Read the blog