What Is Informed Delivery and Why Should Dentists Use It?
If you’re already sending direct mail for your dental practice, you’re on the right track. But there’s an additional step that can take your campaign from good to great: USPS’s Informed Delivery. This free service lets potential patients see a digital preview of your mail on their phone or computer before it even hits their mailbox. Think of it as an extra touchpoint that increases the chances of them engaging with your offer.
“With Informed Delivery, 62.9% of notifications are opened daily, giving dental practices an additional way to get in front of prospective patients.” – USPS
How Does It Work for Your Dental Practice?
When you send out direct mail, you want as many eyes on it as possible. Informed Delivery helps with that by sending a digital preview of your mail piece to your target audience's inboxes. Here’s why it matters:
- Extra Exposure: Potential patients will see your mail twice—once in their inbox and once when it arrives at their home. This repetition makes it more likely they’ll act.
- Increased Engagement: Informed Delivery lets you include a clickable link in the digital preview. This can take the recipient straight to your website, allowing them to learn more or schedule an appointment before the mailer even arrives.
- More Trackable Results: By setting up a special tracking link or unique phone number, you can directly measure how well your direct mail is performing—both from the physical piece and the digital preview.
How to Set Up Informed Delivery for Your Dental Practice
To get the most out of Informed Delivery, you’ll need to make sure everything is set up correctly. Here’s a simple guide:
- Design Your Mail Piece: Ensure your direct mail is visually appealing and contains a clear call to action, such as booking an appointment or visiting your website.
- Create a Digital Preview: Informed Delivery allows you to upload a digital version of your mailer that recipients will see in their email inbox. Make sure this version is clear and represents your offer well.
- Set Up Tracking: Use a custom URL or phone number in the digital preview to track who responds. This will help you understand how many patients are engaging with your mail before it even arrives.
For an easy setup, consider creating a subdomain like mailer.yourdentalwebsite.com to make tracking simple and organized.
Case Study: DSO Adds 1,000 New Patients in 90 Days Using Direct Mail and Informed Delivery
One of our clients, a Dental Support Organization (DSO), used direct mail alongside Informed Delivery and saw amazing results. Within just 90 days, they added 1,000 new patients to their practice. By combining physical mail with digital previews, they were able to reach more people and engage them earlier in the decision-making process. This is a clear example of how leveraging both physical and digital touchpoints can drive success.
Learn more about their story here: Dental Whale Practice Group Case Study.
Why Informed Delivery Is a Must for Your Dental Practice
Direct mail has long been a staple of successful dental marketing strategies. But if you’re not taking advantage of Informed Delivery, you’re leaving results on the table. By adding this digital layer, you can make sure that your mailer gets more attention, engages potential patients earlier, and gives you better tracking insights.
Get a FREE Month of Direct Mail with Us!
Ready to take your direct mail campaigns to the next level? Schedule a call with our team today and get a free month of direct mail for your dental practice. All we need is your practice address and URL—our A.I. will deliver a comprehensive direct mail marketing analysis in minutes.
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