Do you know if you are getting the most from your direct mail dollars?  If you are unsure and feel response rates are lower than desired – let’s talk about how Mail Tracking can improve your marketing campaigns.  Mail Tracking services allow you to know at all times where your direct mail piece is within the postal system.  This information can be used to trigger other events that can lead to an increased number of respondents.

We continue to be surprised at how many purchasers of direct mail are not informed about the benefits that are available with USPS.  The United States Postal Service is really not the “black hole” many make it out to be.  In fact, there is tremendous innovation and lower cost initiatives happening each and every day.  At Salem and Advanced Direct we are fans of the USPS and consider them a partner in succeeding for our clients.  We know that an increase in postage costs does not automatically equate to an increase in budgets.  It just means mailing smarter, targeting better and dramatically increasing response rates.  This is where we can help!

One of the standard mail services we offer is Mail Tracking which allows us to leverage information gathered by the U.S. Postal Service as it tracks mail pieces from induction to delivery using the Intelligent Mail Barcode (IMB).  In addition to tracking, the barcode provides a minimal discount as well as Address Correction Service (ACS). Only mail pieces including the Full Service IMBs are eligible for automation discounts.  IMB mailers also receive scan data containing the date, time, location, and sort operation as they are processed on Postal sorting equipment.  This information is important for tracking.

The ability to track the length of time communications are in the mail and knowing when they will be delivered (“in home” dates) offers enormous benefits.  By understanding delivery patterns, you can adjust drop dates to ensure communications arrive at desired times which is key for follow up and event planning. This also promotes more confidence to consider mailing using Standard (vs. First Class) rates which can equate to significant cost-savings.

The advantages of utilizing IMB Tracking Services are significant, but it can be time consuming and confusing to understand how the reporting works if you are not knowledgeable about technology, data and Postal System requirements.  As an expert in the industry, we can help make the process easy and streamlined.  Mail Tracking and in-home delivery date management are a part of the direct marketing services we specialize in.  Some additional benefits of utilizing Mail Tracking services include:

• Allows Synchronization of multi-channel messaging by using expected delivery dates to trigger pre-arrival or follow-up email/mobile messages, telemarketing, events, etc.
• Reduces fraud by spotting high-value mail that hasn’t reached its destination
• Verifies delivery to avoid customer concerns/offers additional proof of mailings for the client
• Allows for quick checks of the tracking information and provides expected delivery date(s)
• Identifies potential issues in the mailstream and works with USPS to resolve; tracking data makes it obvious when mail sits in a processing plant for extended times

Increased ROI!  That is our responsibility and our promise to each of our clients.  We will prove the success of our results.  Our expertise in direct mail, data processing and management, and response tracking provide exciting avenues for our clients to “Connect Print” to each of their marketing campaigns. It is our goal to ensure that our clients get more out of their direct communication investments by taking advantage of our complete set of services including our Mail Tracking technology services.  We’re committed to your success and ready to talk about your next campaign!

To learn more about IMB Mail Tracking visit:  https://mailtracking.usps.com/mtr/landing/resources/confirm/landingConfirmLaunch.jsp

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