Mail Print Data

The concept of variable data printing (VDP) isn’t new, simple mail merge is a rudimentary form of it.  However, using the capabilities of a short-run digital color press is the more sophisticated version of it.  We’re seeing a sudden increase in our clients need for small/medium volume variable data with full color solutions.

Our Digital Color Press has been turning out job after job lately.  Here in St. Louis Missouri anyway it seems there is an increase in digital demand.  It seems the down-turn with the economy is leading companies to desire smaller, lower overhead, and more targeted project requirements.

Many of our clients are cutting back costs on their traditional offset printing.  Their opting to shift their resources to the more highly targeted and personalized pieces that digital print technology can offer.

I recently read an article by Practical eCommerce, a site dedicated to online merchants and internet marketers.  The article is titled “PeC Traffic Report: The Direct Mail Solution” and focuses on increasing website traffic and overall conversion rates using Direct Mail.

It just goes to show you that time tested and proven direct mail marketing is still the most persuasive and, if done correctly, the most effective means of 1:1 marketing available.

You can read the article here:

PeC Traffic Report: The Direct Mail Solution

As rumored the USPS has announced they will not accept the 6014 as a legal document.  The original purpose of the document was never meant to serve as a transfer of liability from the mailer to a 3rd party.  Basically, the 6014 will not be accepted as proper certification of Move Update Compliance, and the mailer paying the postage will be held liable for a failure.

The USPS will treat detection of Move Update Compliance like any other verification test.   The same rules will apply to a Move Update Compliance failure as a barcode failure or presort error.  The presenter will have the options of paying additional postage or taking the mail back to resolve the problem.

This doesn’t change the fact that the document signed is a legal document.  The 6014 or any similarly signed document would hold as an agreement between the mail preparer and their client.  The document was never meant to serve as an agreement between the USPS and the client of the mail preparer.

The options for Move Update Compliance are:

• OneCode ACS™ (Address Change Service) in conjunction with an Intelligent Mail barcode and a mailer ID or Address Change Service used with an ACS participant code and an appropriate on-piece ancillary service endorsement

• NCOALink™ processing.

• FASTforward® MLOCR processing (letter mail only).

• Ancillary Service Endorsement.

Input Technology is asking clients to use one of the above methods for all mailings.  Most of our clients simply take advantage of our cost-effective 48 month NCOA processing service.  We require all clients mailing through us to sign a PAF (Processing Acknowledgement Form), if not using an alternative addressing format or one of the above methods.

The Processing Acknowledgment Form is required by the USPS to adhere to the Privacy Act of 1974.  The purpose is to assure that the processing and returned data isn’t used for any purpose other than updating a mail list.

Alternative addressing includes using simplified addressing such as “Current Resident” or “Postal Customer”.  It can also be exceptional addressing such as “Or Current Resident” as well as “Or Current Occupant.”  If the client uses alternative addressing, we require nothing additional from them, since Move Update does not apply.

ITi NCOA Forms and Info ->

Postal Service Releases Vision 2013

The Postal Service has released Vision 2013, its new five-year strategic plan that balances near-term priorities with long-term needs to adapt to changing customer need.

Read more here…

Economy-Driven Mail Volume Decline Contributes to Loss

The Postal Service finished up 2008 with a net loss of $2.8 billion as the economic slowdown lowered mail volume and as the Postal Service bore additional cost mandated by the Postal Act of 2006.

Read more here…

USPS Updates three IMB Technical Guides

The Postal Service updated three technical guides for the Intelligent Mail Barcode and added a new one.  Customers are encouraged to use the guides and can find them at:

http://ribbs.usps.gov/files/fullserviceguides/

Read more here…

Many organizations/companies start direct mail campaigns with unrealistic goals.  Expecting a one-time mailing of a postcard or offer to return substantial profits immediately is idealistic, but impractical.  The key to getting your return on investment is consistency and a time-commitment.

I’m assuming you’ve taken the time to hire a professional advertising agency to create a great strategy, offer, and design.  I’m assuming too, that you have a great product/service and call-to-action.

You should expect on your first mailing a response rate of about zero.

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When times are tight everyone’s looking to get the most bang for their buck.  It almost goes without saying that every business at this time is looking over their expenses (advertising too) to see where they can cut costs.  Some companies are giving up direct mail marketing for the time being all together.  This might be the only option for some, but will result in missed opportunities and lost revenue.  Not everyone has a home phone number, or an email address, nor does everyone read magazines and newspapers.  But everyone has a mailbox.

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The US Postal Service has released a five year plan to focus on and meet customer needs.  At the heart of the plan, the USPS says, are 3 keys:

1. Focus on what matters most to customers.
2. Leverage our strengths to create customer value an profits to invest in continued improvement.
3. Embrace Change in the way we respond to emerging customer needs and a rapidly evolving business environment.

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PART 1…

The mandatory implementation of the Intelligent Mail Barcode takes effect May 2009.  It was originally planned to begin January 2009, but pushed back after concerns from the Mailing Industry.  The intelligent mail barcode or IM Barcode was developed by the USPS to replace all other current barcodes for direct mail.

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The first and obvious reason for identifying duplicate pieces of mail going to one person or address is saving money. You’ll save money on printing, postage, and preparation costs. The added benefit is avoiding upset customers or potential customers who receive multiple copies of the same materials.

There is also the advantage of being able to identify abusers of sweepstakes and offers. It gives you a means to enforce policies such as one per household. It will also improve your Mailing Campaign overall effectiveness. You have an advantage to evaluate list sources and determine the quality of those lists.

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NEW MOVE UPDATE STANDARDS – EFFECTIVE NOV 23rd, 2008

Starting in November the United States Postal Service will implement a new set of guidelines and requirements for Move Update standards.  Previously the standards only required that 1st class mail be subject to the Move Update process.  The Move Update process is using customer-filed change-of-address orders to match mailers addresses periodically to reduce undeliverable-as-addressed (UAA) mail.

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