Innovation Goes Postal, Which Creates a Feature Opportunity
by Andrew Curran
The Post Office is rapidly innovating to adapt to a digital world. In fact, without much fanfare, more than 2 million Americans have signed up for Informed Delivery, the daily email digest that previews what will arrive in the mail later that day. When innovation goes postal, what does that mean for you?
Informed Delivery is a free solution available to households in almost every US zip code that is generating 10,000 sign ups per day.
Whether it’s junk mail, a birthday card or your latest financial statement, it’s delivered to your inbox each morning.
Not only does every household get mail, it’s a primary recruitment and engagement vehicle for Nielsen, which means mail is relevant to your panelists and diary keepers.
Postal Service Making a Comeback?
As it turns out, millennials are also huge fans of mail. In fact, according to recent research, 84% spend time with their mail. When combined with digital innovations such as Informed Delivery and Sunday delivery of Amazon orders, the Post Office is proving to be resilient by innovating.
It also doesn’t hurt that humans are wired to value tangible touch points. Researcher have long seen a positive impact from physical engagement with a brand.
Research from Temple University advances those insights. By using brain imaging, biometrics (e.g., heart rate and respiration), eye tracking, and questionnaires to measure participant reactions, they measured increased engagement and message retention compared to digital ads.
The speed of innovation continues to accelerate and that includes the Post Office. As you review and update your marketing strategy, if you’ve been doing 100% digital and social marketing of late, there’s an opportunity to revisit the ROI of direct mail.
DMR/Interactive has already rolled out station marketing that includes Informed Delivery and we’re continuing to evaluate and test additional applications to help stations recruit and engage those who matter most.
Innovation Goes Postal: A Feature Opp?
Mail Fact or Fiction could become a reoccurring call-in feature with ever changing, but relatable content as people guess what is or is not being delivered in the mail today to a member of the morning show.
Author: Andrew Curran
Andrew Curran is the President and COO of DMR/Interactive, the leading strategic marketing agency for radio and digital audio platforms. DMR/Interactive provides data analytics and integrated marketing strategies that include precision-targeted, multi-contact personalized campaigns across mobile, digital, social, telephony, direct mail, e-mail, word-of-mouth and database marketing services. For more information, visit DMR
Following programming roles with ESPN Radio and iHeart Media, Mr. Curran joined DMR/Interactive in 2004, was named COO in 2011 and President in 2013. He has been a featured speaker at numerous industry conferences including Nielsen Audio’s Client Conference and Hispanic PD Clinic, the Country Radio Seminar, CMB Momentum Summit and the Worldwide Radio Summit.
Curran was named a 2012 Radio Ink Rising Star of Radio and also serves as a board member and past president of the Society of St. Vincent de Paul in Cincinnati, OH. Curran graduated Cum Laude with a Bachelor of Arts degree from Boston College and received his MBA from Thomas More College. He resides in Cincinnati, OH with his wife Liz and their four children: Anna, Bridget, James and Claire.