USPS Informed Delivery: A new opportunity for B2B direct mailers

Key Takeaways:

• USPS Informed Delivery is now available for B2B mailings, providing a free digital component that enhances direct mail engagement.
• B2B mailers can earn an extra 1% postage discount when combining Informed Delivery with other USPS promotions.
• Increase visibility and engagement by integrating full-color, interactive campaign elements into recipients’ daily Informed Delivery emails.

USPS Informed Delivery: A new opportunity for B2B direct mailers

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Big news for B2B mailers! With little fanfare, the USPS has expanded its Informed Delivery program to business mailings—unlocking a valuable new way to enhance engagement with a free digital component.

And it gets even better. When paired with existing USPS promotions, B2B mailers can now qualify for an additional 1% postage discount on their campaigns. This is a game-changer for companies looking to amplify their direct mail efforts without increasing costs.

Let’s dive into what this means for your direct mail strategy and how you can take advantage of Informed Delivery for increased visibility, digital integration, and extra savings.

What is USPS Informed Delivery?

USPS Informed Delivery bridges the gap between physical and digital marketing. Subscribers receive a daily email digest displaying that day’s mail—providing an early digital preview before anything arrives in the mailbox.

Currently, over 70 million Americans receive these emails every morning, with an average open rate of 59%—offering direct mailers a powerful secondary touchpoint at no extra cost.

Initially focused on residential mail, Informed Delivery has expanded to include business recipients, making it a highly effective tool for B2B direct mail campaigns.

How it works

Here’s how USPS Informed Delivery enhances your mailpiece:

• Scanned grayscale images of your mail appear in recipients’ Daily Digest emails and on their USPS dashboard. (Flats or oversized mailpieces do not apply.)
• Instead of grayscale, you can replace these images with branded, full-color visuals—giving your mailpiece a standout presence.
• Your interactive campaign appears at the top of the recipient’s Daily Digest, ahead of other mail items.
• Features like clickable CTAs, reminders, and social sharing allow recipients to set follow-ups, visit your website, or even share your campaign with colleagues—extending your reach.

The result? Increased visibility, a seamless physical-to-digital experience, and more engagement opportunities.

Who benefits from USPS Informed Delivery?

Whether you’re mailing to consumers or businesses, Informed Delivery allows you to reach your audience in both their inbox and their mailbox.

For B2B marketers, this means:

• Dual-channel exposure—a physical and digital presence for your mailpiece.
• Enhanced awareness—early impressions through email before your piece arrives.
• Higher engagement—clickable links encouraging immediate action.

How to qualify for the 1% USPS discount

To earn the 1% USPS Informed Delivery postage discount, your campaign must be combined with another USPS promotion. Here are two powerful ways to maximize savings and performance:

• Integrated Technology Promotion – Add a QR code to your mailpiece and receive a 3% postage discount.
• Tactile, Sensory & Interactive Promotion – Use specialty inks, textures, or finishes to qualify for a 4% discount.

Adding USPS Informed Delivery to either of these promotions adds another 1% discount—and the savings apply to your entire mailing, not just recipients enrolled in Informed Delivery.

Why use USPS Informed Delivery for your B2B campaigns?

The expansion of Informed Delivery to B2B mailings is a huge win for marketers. Here’s why you should take advantage of it:

• It’s free – There’s no cost to implement Informed Delivery.
• It saves money – Earn a 1% discount on postage when used with other promotions.
• It increases exposure – Your mailpiece is seen in both email and physical mailboxes.
• It drives engagement – Interactive campaigns offer clickable links, branded imagery, and call-to-action options.
• It provides measurable insights – Get access to tracking data on how recipients engage with your mail.

Final thoughts: A must-use tool for B2B direct mailers

For B2B companies investing in direct mail marketing, USPS Informed Delivery is a no-brainer. It offers enhanced visibility, digital integration, and a built-in discount—without adding cost or complexity to your campaigns.

Ready to implement Informed Delivery in your next B2B direct mail campaign? Our team at Gundir can help you make the most of this new opportunity.

Get in touch with us today! Contact us to learn more about Informed Delivery and how to optimize your direct mail strategy.