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U.S. Postal Service Tries Its Hand at Digital

07-Jul

07 Jul U.S. Postal Service Tries Its Hand at Digital

If it becomes widespread, Real Mail Notification could mean a big win for multi-channel marketers. While the U.S. Postal Service may not be known for its innovation, the new service that it’s introducing in select markets this year might surprise you. It’s called Real Mail Notification (RMN), and it’s bringing traditional mail into the digital world. The service offers subscribers an email preview of what awaits them in their mailbox each morning at 8 a.m., and gives direct marketers interactive options they’ve never had before where mail was concerned. They have the ability to direct RMN subscribers to visit a website or landing page, or even make a conversion from these RMN emails. It works because mail sorting machines already scan the front of each mail piece they sort. These images are the ones that are then sent to RMN subscribers, and combined with those interactive options through partnerships between marketers and the USPS. The best part about it? So far, it’s been a success. Earlier this year, the USPS tested RMN regionally in Virginia, and found a response rate of 5.9 percent to direct mail pieces by RMN subscribers. Non-subscribers only responded to the same pieces at a rate of 0.5 percent. According to Postmaster General Megan Brennan, nine out of 10 subscribers checked their mobile devices each day for their mail preview, meaning overall engagement was quite high. The USPS plans to further test the service in New York City in the fall, and after that, it may be introduced in other markets. Force Marketing has already blended traditional mail and digital with campaigns like Trade In Trade Up, which reaches customers with a targeted mail piece, a matching email and a personalized URL (PURL). We’ve seen how well the two types of marketing work together, and that’s why so much of our business is built on the idea of multi-channel marketing. With this new RMN service, the USPS is discovering something our clients have known all along– when different channels of marketing are fully-integrated, the results can be incredible. While RMN may not be available in your market yet, contact the Force Marketing team today to find out how our multi-channel marketing services can work for your dealership.


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