Track for Increased Response

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Given all of the issues we hear about the USPS recently, it has become difficult to predict, with any degree of certainty, the time line for delivery of a direct mail piece. Delivery could take a few days or it could take a few weeks depending on the class of mail and the distribution of the pieces across the country. We mail campaigns every day and the only way, up until now, we were able to determine the delivery time was by seeding the list or waiting for responses to come in. Why would you want to know when a mail piece is being or has been delivered? What could you do with that information?

1.    Begin measuring response rates and ROI

2.    Prepare your team to expect and respond to inquiries

3.    Send an imminent delivery email notification to the recipient that raises their interest level in anticipation of receiving the forthcoming direct mail piece.

So how can you know when a mail piece is or will be delivered? Look no further than the Intelligent Mail Barcode. The Postal Service has mandated that we all switch to the IMB in January 2013. At this point, in the transition to IMB, over 95% of all mail is being scanned and “clocked in” when it enters the postal system and at several points along the delivery path including the “stop the clock” final delivery point facility just before it goes into the carrier’s hands for delivery to the mail box.

By identifying the date of actual delivery, sending an email to alert the recipient that an important mail message is coming today or tomorrow could mean a significant increase in response rates. The anticipation of knowing that a personalized, highly relevant mail piece is being delivered can become a strong marketing message.

Tracking the IMB is not something that all marketing organizations are prepared for or adept at yet. Paying for tracking and notification from some service providers can be expensive and restrictive. Be sure your provider knows what they are doing tracking the IMB and not just guessing at the delivery date.

AccuLink has linked the InteliMailer and other direct mail products to the IMB scanning by the USPS so we can successfully track mail pieces all the way to the “stop the clock” delivery point.

If you would like more information, give me a call. Let me help you set up a marketing campaign that includes email notification when the delivery of the mail piece is imminent. These campaigns have real teeth and get much improved response rates.

Ed Glaser
Chief Marketing Officer
252.321.5805
ed.glaser@acculink.com

Website: www.intelimailer.com

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InteliMailer Video: http://youtu.be/He429Ylw3l8