As if the USPS hadn’t pulled out enough tricks, it has expanded its latest invention, Real Mail Notification, digital alerts of mail about to arrive in recipients’ mailboxes.
The idea is that since USPS sorting machines already take pictures of the fronts of nearly every piece of mail anyway, why not use those images to send recipients digital previews of what’s on its way? Subscribers to the service receive morning emails with pictures of the fronts of pieces that will be sitting in their mailboxes that evening. Not all, but some of the mail will be clickable so recipients can respond to the mailing before it even arrives.
The USPS tested the idea with 5,600 subscribers in Northern Virginia earlier this year, and it introduced it in all five boroughs of the New York market this fall.
According to Direct Marketing News, the Northern Virginia test garnered response rates of 5.9% to direct mail pieces that were engaged with by only 0.5% of non-subscribers. “Nine out of 10 users surveyed said they would continue to use RMN were it offered on a permanent basis and that they would recommend it to their friends.”
What do you think of Real Mail Notification? Will it add life to multichannel marketing? Or is it no better than a traditional email alert?