The United States Postal Service’s Informed Delivery service is a gift to every marketer. It is a free service that gives mail recipients a sneak peek (via email, app, or web) at what’s coming in the mail that day. Businesses can add links to these digital previews, allowing recipients to take advantage of offers before the physical mail piece even arrives.
Of course, not everyone is as engaged with Informed Delivery as others. One of the areas where we see differences is by generation. Which generations are the most engaged with Informed Delivery and how do they use it?
Nearly two-thirds (65%) of Gen Zs (today’s teenagers and young 20-somethings) are aware of Informed Delivery. While Gen Zs are the least likely of the generations to sign up for Informed Delivery, between 40%–48% of those who do either visit the mailer’s website, click on a promotional link, or click on content.
Millennials (26–40 years old) have the highest awareness of Informed Delivery, at 73%. Of those, 71% subscribe, more than any other generation. Millennials are the most likely to say that they “always” or “frequently” take action on Informed Delivery notifications. Between 48% and 52% either visit the mailer’s website, click on a promotional link, or click on content.
Nearly two-thirds (65%) of Generation X (43–58 years old) is aware of Informed Delivery. Of those, a large number subscribe compared to other generations. Nearly eight in 10 use it more than once a week. Many check their mail with it daily. Between 41% and 45% of Gen X subscribers either visit the mailer’s website, click on a promotional link, or click on content.
Baby Boomers have the least awareness of Informed Delivery, at 54%. Of those who are aware of it, 62% subscribe. Boomers are the least likely of the generations to click on content within their Informed Delivery notifications, but when they do, between 12% and 15% either visit the mailer’s website, click on a promotional link, or click on content.
While different generations have different levels of engagement with Informed Delivery, it’s clear that this service has a high level of appeal and effectiveness across the board. Did you know that you can design your mail to stand out in the Informed Delivery alerts? Ask us how!