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USPS Informed Delivery Campaigns

Reach your audience twice on the same day — once digitally in their inbox, once physically in their mailbox. Mail Movers in Salisbury, MD sets up and submits USPS Informed Delivery interactive campaigns for direct mail clients across Maryland, Delaware, and Virginia.

72.9M enrolled users
58.6% average email open rate
Full-color ride-along image
Clickable link to your website

Why Informed Delivery Works

Verified statistics from the USPS Informed Delivery Year in Review (April 2024 – March 2025) and USPS Postal Facts FY2024.

72.9M
Active Users
as of March 31, 2025 (+17% YoY)
58.6%
Avg. Email Open Rate
vs. ~20–25% industry average
34.7%
National Household Saturation
enrolled in Informed Delivery
45.1B
Impressions Generated
April 2024 – March 2025
1M+
Campaigns Completed
1,025,694 in April 2024 – March 2025
12.5B
Daily Digest Emails Sent
in fiscal year 2024

Sources: USPS Informed Delivery Year in Review, April 2024 – March 2025 (published March 2025); USPS Postal Facts FY2024 (facts.usps.com/informed-delivery-emails/, updated November 3, 2025).

How Informed Delivery Works for Mailers

Informed Delivery gives every addressed mail piece a digital presence in the subscriber's inbox on the day of delivery. Here's the sequence from mail drop to digital impression.

1

Mail Drops

Mail Movers prints, addresses, presorts, and delivers your mail to USPS. Your Informed Delivery campaign is submitted at the same time.

2

Morning Email

On delivery day, Informed Delivery subscribers receive their Daily Digest email. It includes a grayscale scan of your mail piece AND your full-color ride-along image.

3

Digital Engagement

Subscribers click your ride-along image to visit your landing page, website, or online offer — before they've even checked their physical mailbox.

4

Physical Delivery

Later that day, your mail piece arrives in the subscriber's mailbox — the second impression. Two touchpoints for the price of one mailing.

Campaign Types

There are two types of Informed Delivery experiences. Mail Movers sets up and manages interactive campaigns for maximum impact.

Representative Campaign

The default Informed Delivery experience. USPS automatically generates a grayscale scan of your mail piece and includes it in the subscriber's Daily Digest email. No action required from the mailer — this happens automatically for all eligible mail pieces.

Advantages

  • No setup required
  • No additional cost
  • Automatic for all eligible mail

Limitations

  • –Grayscale only
  • –No clickable link
  • –No custom content

Best for: Any mailer who wants basic digital preview without extra effort

Recommended

Interactive Campaign

You provide a full-color ride-along image and a clickable URL that appears alongside the grayscale scan in the subscriber's Daily Digest email. This is the campaign type that drives engagement, website traffic, and measurable response rates. Mail Movers sets up and submits interactive campaigns on your behalf.

Advantages

  • Full-color image in inbox
  • Clickable link to your website or landing page
  • Trackable impressions and click-through rates
  • Appears before mail arrives — two touchpoints

Limitations

  • –Requires setup and submission
  • –Small additional fee
  • –Must be submitted 5–7 days before in-home date

Best for: Any mailer who wants to maximize response rates and track digital engagement

Direct Mail vs. Direct Mail + Informed Delivery

Adding an Informed Delivery interactive campaign to your existing mailing costs a fraction of the total campaign budget but adds a measurable digital channel.

FeatureMail OnlyMail + Informed Delivery
Mail piece visibilityPhysical mailbox onlyInbox (morning) + mailbox (afternoon)
ColorFull color (physical)Grayscale scan + full-color ride-along
Clickable linkNoYes — links to your website or landing page
Trackable impressionsNoYes — USPS reports total impressions
Trackable clicksNoYes — USPS reports click-through rate
TimingRecipient sees mail when they check mailboxRecipient sees digital preview in morning email
Response rate impactBaseline+30% or more (USPS case studies)
Additional costNoneSmall campaign setup fee; potential 4% postage discount

Informed Delivery by Industry

Informed Delivery campaigns work across virtually every industry that uses direct mail. Here are common use cases.

Promotional Offers & Sale Announcements

Retail & E-Commerce

Drive traffic to your online store or physical location before your postcard or flyer even arrives. A full-color ride-along image showing your offer — 'Get 25% off this weekend only' — with a clickable link to your sale page creates urgency and captures early responders.

Example CTA

"Shop the Sale Now →"

Typical Result

Retailers report 30%+ higher response rates when combining physical mail with Informed Delivery campaigns.

How to Set Up an Informed Delivery Campaign with Mail Movers

Mail Movers handles all USPS submission and campaign management. Here's what the process looks like from your perspective.

1

Plan Your Campaign

Decide on your target URL (landing page, website, online form) and your ride-along image concept. Your image should reinforce your mail piece offer and include a clear call-to-action. We recommend a dedicated landing page that matches your mail piece for best tracking.

2

Design Your Ride-Along Image

Create a 300×200 pixel full-color JPG or PNG image (max 200KB). This image appears in the subscriber's Daily Digest email alongside the grayscale scan of your mail piece. It should be visually compelling and include your offer and a CTA. Our graphic design team can create this for you.

3

Submit to Mail Movers

Provide your ride-along image, target URL, and campaign dates (aligned with your mail in-home dates) to our team at least 7 business days before your mail drops. We handle all USPS Business Customer Gateway (BCG) submission and campaign registration on your behalf.

4

Mail Drops & Campaign Activates

On the day your mail delivers, Informed Delivery subscribers receive their Daily Digest email with your grayscale mail piece scan AND your full-color ride-along image with a clickable link. Two impressions — digital and physical — on the same day.

5

Track Results

After your campaign, we provide a performance report showing total impressions (number of subscribers who saw your ride-along), click-through rate, and total clicks. Use this data to measure ROI and optimize future campaigns.

Technical Specifications

USPS requirements for Informed Delivery interactive campaigns. Mail Movers ensures your campaign meets all specifications before submission.

SpecificationRequirementNotes
Ride-Along Image Size300 × 200 pixelsExact pixel dimensions required; no scaling
Image FormatJPG or PNGRGB color mode; no CMYK
Max File Size200 KBCompress images to stay under limit
Target URLAny valid HTTPS URLLanding page, website, coupon, or event registration
Submission MethodUSPS BCG or via mail service providerMail Movers submits on your behalf
Submission Deadline5–7 business days before in-home dateEarlier is better; late submissions may miss the window
Eligible Mail ClassesFirst-Class Mail, Marketing Mail, PeriodicalsLetter-size and flat-size pieces; not available for parcels
Minimum QuantityNo minimum for campaign registrationMail must still meet class minimums (e.g., 200 for Marketing Mail)
Campaign DurationAligned with mail in-home datesTypically 3–10 days; can extend for multi-wave mailings
Postage DiscountUp to 4% during USPS promotion periodCheck PostalPro for current year promotion dates

Source: USPS Informed Delivery Interactive Campaign Guide. Specifications subject to change; Mail Movers verifies current requirements before each submission.

Why Use Mail Movers for Informed Delivery Campaigns?

USPS Full-Service Certified

Mail Movers is USPS Full-Service Certified, which is required to submit Informed Delivery campaigns through the USPS Business Customer Gateway. Not all mail houses have this certification.

We Handle the Submission

USPS campaign submission requires a Business Customer Gateway account, eDoc setup, and campaign registration. Mail Movers handles all of this on your behalf — you provide the image and URL, we do the rest.

Coordinated with Your Mailing

Informed Delivery campaigns must be submitted before your mail drops and aligned with your in-home dates. Because we handle both the mailing and the campaign, there's no coordination risk.

Performance Reporting

After your campaign, we provide a performance report with total impressions, click-through rate, and total clicks. Use this data to measure ROI and plan future campaigns.

USPS Informed Delivery FAQs

USPS Informed Delivery is a free service that sends residential subscribers a daily email (the 'Daily Digest') with grayscale preview images of the mail pieces scheduled for delivery to their address that day. As of March 31, 2025, 72.9 million active users are enrolled — representing 34.7% of U.S. households. The service consistently achieves a 58.6% email open rate, far above the 20–25% industry average for marketing emails. Source: USPS Informed Delivery Year in Review, April 2024 – March 2025.

An Informed Delivery interactive campaign lets mailers add a full-color 'ride-along' image and a clickable URL to the grayscale mail piece scan that appears in the subscriber's Daily Digest email. When a subscriber opens their morning email, they see your full-color image and a button linking to your website or landing page — before your physical mail piece arrives in their mailbox. Mail Movers sets up and submits Informed Delivery campaigns on behalf of our clients through the USPS Business Customer Gateway.

As of March 31, 2025, USPS Informed Delivery has 72.9 million active users, representing 34.7% national household saturation — up 17% year-over-year. In fiscal year 2024, USPS sent more than 12.5 billion Daily Digest email notifications featuring over 33 billion mailpieces. Source: USPS Informed Delivery Year in Review (March 2025) and USPS Postal Facts FY2024.

The average Informed Delivery Daily Digest email open rate is 58.6%, consistently above the industry average of 20–25% for marketing emails. This high open rate reflects the fact that subscribers actively want to see what's coming in their mail — making Informed Delivery one of the most engaged email audiences available to direct mail marketers. Source: USPS Informed Delivery Year in Review, April 2024 – March 2025.

There is a small setup fee to register and submit an Informed Delivery interactive campaign through the USPS Business Customer Gateway. The fee varies based on campaign size and complexity. During USPS Informed Delivery promotion periods, mailers can earn up to a 4% postage discount on qualifying pieces that include an Informed Delivery campaign — often offsetting or exceeding the campaign setup cost. Contact Mail Movers at 410-749-1885 for current pricing.

The USPS specifications for an Informed Delivery ride-along image are: 300×200 pixels (exact), JPG or PNG format, RGB color mode, maximum 200KB file size. The image appears in the subscriber's Daily Digest email alongside the grayscale scan of your mail piece. Mail Movers' graphic design team can create your ride-along image to USPS specifications.

Informed Delivery interactive campaigns are available for First-Class Mail, Marketing Mail, and Periodicals — both letter-size and flat-size pieces. Parcels and packages are not eligible for the interactive campaign feature (though package tracking is a separate Informed Delivery feature). Mail Movers can confirm eligibility for your specific mail piece format.

USPS requires Informed Delivery campaign submissions at least 5–7 business days before your mail's in-home date. Mail Movers recommends submitting 7–10 business days before your drop date to allow time for USPS review and approval. Late submissions may miss the campaign window entirely, so plan ahead. Contact us at 410-749-1885 as early as possible to confirm your timeline.

Yes. USPS provides campaign performance reports showing total impressions (number of subscribers who saw your ride-along image), total clicks, and click-through rate. Mail Movers provides this data to you after your campaign completes. You can also use UTM parameters on your target URL to track Informed Delivery traffic in Google Analytics or your CRM.

No — you do not need to be personally enrolled in Informed Delivery to run a campaign for your business. Informed Delivery campaigns are a mailer feature, separate from the consumer enrollment. Mail Movers handles all campaign registration and submission through the USPS Business Customer Gateway on your behalf. Your customers who are enrolled in Informed Delivery will see your campaign automatically.

Informed Delivery interactive campaigns are not currently available for Every Door Direct Mail (EDDM) mailings, because EDDM pieces are not individually addressed and cannot be matched to specific Informed Delivery subscriber accounts. Informed Delivery campaigns require individually addressed mail pieces with Intelligent Mail barcodes (IMb). For EDDM mailings, you can still benefit from the automatic representative campaign (grayscale scan) if your EDDM pieces are processed through the USPS automation system.

Mail Movers in Salisbury, MD is a USPS Full-Service Certified provider and handles Informed Delivery campaign setup, image creation, and USPS Business Customer Gateway submission on behalf of our clients. We coordinate your campaign timeline with your mail drop date, provide performance reports after your campaign, and help you optimize your ride-along image and target URL for maximum click-through rates. Call 410-749-1885 or request a quote online to add Informed Delivery to your next mailing.

Related Services & Resources

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Full-service direct mail from list to delivery.

MMScope Omnichannel

Mail tracking, call tracking, and retargeting.

EDDM

Every Door Direct Mail for total market coverage.

Targeted Mailing Lists

Reach the right audience with precision targeting.

Graphic Design

Design your ride-along image and mail piece.

Full-Service Certified

USPS automation discounts and compliance.

Variable Data Printing

Personalize each mail piece with unique data.

List Cleaning

Ensure your list is CASS-certified before mailing.

Ready to Add Informed Delivery to Your Next Mailing?

Mail Movers in Salisbury, MD handles Informed Delivery campaign setup, image creation, and USPS submission for direct mail clients across Maryland, Delaware, and Virginia.