Case Study: Informed Delivery

With 75+ million users, 60 million daily email recipients, and more than 84,000 consumer brands participating, the platform has become one of the most impactful digital marketing services in federal government history. Over 550,000 interactive campaigns have been launched via Informed Delivery, positioning it as a vital tool for enhancing customer engagement and operational transparency.

The Challenge

Informed Delivery presented unique challenges in both scale and complexity. The initiative required the integration of legacy mail and package tracking systems with modern, cloud-based digital tools to deliver seamless user experiences across web and mobile platforms. OPTiMO needed to align with multiple USPS internal organizations, including legal, privacy, branding, cybersecurity, and enterprise architecture, to ensure full compliance with all technical and regulatory requirements.

The project had to evolve rapidly in response to rising user expectations, growing brand participation, and the need for improved digital campaign management capabilities. OPTiMO faced an aggressive delivery schedule, high system performance expectations, and the need for continual innovation without compromising system security, accessibility, or USPS’s brand integrity.

The Solution

To address these challenges, OPTiMO employed a flexible and agile development approach grounded in Scrum practices, including release planning, backlog grooming, sprint execution, and continuous improvement through SecDevOps. OPTiMO collaborated with USPS engineering teams and multiple contractors to manage integration across shared services, legacy systems, and emerging technologies.

Our contributions included:

• Designing user-friendly digital tools to reach and support every household in America, working across legacy and new systems
• Hosting joint strategy sessions with USPS leadership to prioritize initiatives and align with enterprise-wide goals
• Designing and deploying business-facing campaign portals for shippers and consumers
• Creating native mobile applications for iOS and Android to extend platform accessibility
• Transitioning from monolithic architecture to API/microservices architecture for greater scalability and performance
• Enhancing platform capabilities using cloud-based services, improving reliability, security, and responsiveness
• Implementing machine learning models to optimize mail delivery notifications based on user location and real-time data ingestion
• Conducting extensive user testing and integrating 508 accessibility compliance and USPS branding standards into every digital asset

This coordinated and iterative effort ensured that USPS could launch new features quickly, respond to changing business needs, and continually improve customer satisfaction.

The Impact

Through its leadership, engineering excellence, and commitment to user-centered design, OPTiMO has helped USPS transform Informed Delivery into a powerful, scalable, and secure digital platform that continues to exceed stakeholder expectations.

This partnership showcases OPTiMO’s ability to deliver mission-critical government services that are modern, compliant, and deeply impactful

OPTiMO’s work has resulted in measurable and sustained success for Informed Delivery:

• 75M+ registered users, representing over 30% of U.S. households, with 230K+ new users registering weekly
• 60M daily email recipients with a 65% average open rate, significantly outperforming industry benchmarks
• 93% of users said they would recommend the service; 90% expressed satisfaction or high satisfaction
• 10,000 to 30,000 campaigns per month, depending on seasonal demand
• 5,000+ business partners leveraging the platform to manage over 80,000 brands and marketing campaigns
• Annual increase in business utilization of over 30%, demonstrating strong ROI and marketing value