The Mailpiece Quality Control (MQC) Specialist certification has been around for a very long time. It was an open book, 100 question multiple choice, on-line examination that was inexpensive, comprehensive and challenging to achieve. It was good for two years and has thousands amongst its ranks. The test was pulled in April with the understanding that it would be up-dated and back on line in July. Turns out it was more than the USPS could handle as the folks in that department were 100% committed to IMB implementation. They simply did not have the resources to update the program, even when I and others offered to do the service for free.
They chose instead to transition another existing in-house certification program called the MDP - Mailpiece Design Professional to an On-Line format. We are told that their goal is to have this on-line by the National Postal Forum in April.
Looking over the curriculum, it is very comprehensive, with more emphasis on Letters and Flats than with Publications or Parcels. The MDP program, from what I could see still needs work to include information on IMB, Flat Addressing Standards, Tabbing Changes for Booklets and more.
So although I am very disappointed in the manner in which this transition is occurring, there is nothing I can do to change it. Change is after all the one constant in our industry, so I look forward to embracing it. My intentions are to be able to deliver training to you, our customers and colleagues, to streamline your ability to earn the MDP certification.
Monday, October 19, 2009
May Rate Change - Good News - No overall increase!
Jack Potter, (our Postmaster General) announced last week that there will not be an exigent rate increase for the Market Dominant products that are normally adjusted in May. Normally these products that you know as First Class Mail, Standard Mail, Periodicals and single piece Parcel Post have their prices adjusted by an amount that does not exceed the increase in the national CPI. In extreme or “exigent” circumstances the Post Office can still increase the rates beyond the CPI. You could certainly argue that the USPS has a good case to do so with tremendous year over year declines in mail volumes and financial losses.
Mr. Potter puts forth his reasoning quite eloquently: “This is the right decision at the right time for the right reason. Promoting the value of mail and encouraging its continued use is essential for jobs, the economy, and the future of both the Postal Service and the mailing industry.”
“While increasing prices might have generated revenue for the Postal Service in the short term, the long-term effect could drive additional mail out of the system. We want mailers to continue to invest in mail to grow their business, communicate with valued customers, and maintain a strong presence in the marketplace. Changes in pricing for our competitive products — Priority Mail, Express Mail, Parcel Select, and most international products — are under consideration. We expect to announce a decision in November.”
Mr. Potter puts forth his reasoning quite eloquently: “This is the right decision at the right time for the right reason. Promoting the value of mail and encouraging its continued use is essential for jobs, the economy, and the future of both the Postal Service and the mailing industry.”
“While increasing prices might have generated revenue for the Postal Service in the short term, the long-term effect could drive additional mail out of the system. We want mailers to continue to invest in mail to grow their business, communicate with valued customers, and maintain a strong presence in the marketplace. Changes in pricing for our competitive products — Priority Mail, Express Mail, Parcel Select, and most international products — are under consideration. We expect to announce a decision in November.”
Friday, June 5, 2009
Postal Fun Facts
Everyone needs alittle fun fact here and there. Did You Know that the Postal Service...
* Contrary to popular belief, the United States Post Office has no official motto. However, a number of postal buildings contain inscriptions, the most familiar of which appear on postal buildings in New York City and Washington D.C. General Post Office, New York City, 8th Avenue and 33rd. Street. "Neither snow nor rain nor gloom of night stays these couriers from the swift completion of their appointed rounds." This inscription was supplied by William Mitchell Kendall of the firm of McKim, Mead & White, The Architects who designed the New York General Post Office. Kendall said the sentence appears in the works of Herodotus and describes the expeditions of the Greeks against the Persians under Cyrus, about 500 B.C. The Persians operated a system of mounted postal couriers, and the sentence decribes the fidelity with which their work was done.
* Handles more than 43% of the world's mail. It's nearest competitor is Japan with only 6%. * Depends exclusively on postage and fees rather than tax payer revenue for it's operations.
* Serves more than 8 million small business customers.
* Operates the nations largest alternate fuel delivery fleet with more than 7,000 vehicles powered by natural gas, electridity, and ethanol in 1996.
* The postal service is listed by Fortune Magazine as 29th on a list of the world's largest companies. Working with an annual budget of nearly 1% of the United States economy.
* Recycles more than one million tons of materials annually. * Handles more than 41 million change-of-address cards each year as a free service to the 17% of the nation's population that moves each year.
* Serves as the largest credit/debit card acceptor in the nation with nearly 50,000 terminals at 33,000 postal locations throughout the country. * Experiences an increase of one million dollars in costs when the price of gasoline increases by one cent nationwide.
* Delivers more in one day than FedEx does in a year, and more in three days than UPS does in a year.
Posting courtesy of Roseanne Capaccio
Project Manager at fmi direct inc.
* Contrary to popular belief, the United States Post Office has no official motto. However, a number of postal buildings contain inscriptions, the most familiar of which appear on postal buildings in New York City and Washington D.C. General Post Office, New York City, 8th Avenue and 33rd. Street. "Neither snow nor rain nor gloom of night stays these couriers from the swift completion of their appointed rounds." This inscription was supplied by William Mitchell Kendall of the firm of McKim, Mead & White, The Architects who designed the New York General Post Office. Kendall said the sentence appears in the works of Herodotus and describes the expeditions of the Greeks against the Persians under Cyrus, about 500 B.C. The Persians operated a system of mounted postal couriers, and the sentence decribes the fidelity with which their work was done.
* Handles more than 43% of the world's mail. It's nearest competitor is Japan with only 6%. * Depends exclusively on postage and fees rather than tax payer revenue for it's operations.
* Serves more than 8 million small business customers.
* Operates the nations largest alternate fuel delivery fleet with more than 7,000 vehicles powered by natural gas, electridity, and ethanol in 1996.
* The postal service is listed by Fortune Magazine as 29th on a list of the world's largest companies. Working with an annual budget of nearly 1% of the United States economy.
* Recycles more than one million tons of materials annually. * Handles more than 41 million change-of-address cards each year as a free service to the 17% of the nation's population that moves each year.
* Serves as the largest credit/debit card acceptor in the nation with nearly 50,000 terminals at 33,000 postal locations throughout the country. * Experiences an increase of one million dollars in costs when the price of gasoline increases by one cent nationwide.
* Delivers more in one day than FedEx does in a year, and more in three days than UPS does in a year.
Posting courtesy of Roseanne Capaccio
Project Manager at fmi direct inc.
Thursday, April 30, 2009
New Ruling for "Self-Mailers" - Tabbing Pays Big!
For the last few years the P.O. has not given much of a financial incentive for "Self-Mailers" to Tab, they could simply mail at the "Non Automation" (Machinable) rate and pay a measly $.003 more. Effective May 11, Self Mailers that don't tab or otherwise seal their pieces must mail at the "Non-Machinable" rate and the difference is $.238 (based upon AADC sort) EACH piece! The Non Profit savings/penalty is the same. It now won't take much volume to justify an automatic Tabbing Machine and Bulk Mail software. As little as 1070 pieces (AADC) per month will pay for the investment based upon a 3 year lease of a Hasler HT 12 Tabber and Satori Bulk Mailer 5 Standard software. (If your mailing list is not concentrated to a particular area, Mixed AADC, the savings are even greater)
There are new Tabbing requirements for Booklets that will be effective Sept 8, 2009. The main difference between a Booklet and a Self Mailer is that Booklets are "Perfect Bound" or "Stapled". Link to the new requirements at the end of this Post.
Here is the ruling that came out today from the DMM Advisory:
May 11 Pricing Change – First-Class Mail and Standard Mail Machinable Letters
We are changing the mail preparation standards for First-Class Mail and Standard Mail machinable letters as published in the January 29 Federal Register. Beginning May 11, machinable letters must meet all of the standards for automation letters, except for the barcode requirement. This change will enable us to process more machinable mail on automated letter sorting machines, especially unenveloped pieces like booklets and folded self-mailers. When these pieces lack adequate tabs or seals they frequently become damaged or jam the letter-sorting equipment.
Our changes include the following:
All folded self-mailers and booklets mailed at the machinable prices must be sealed with tabs, tape, glue spots, or glue lines. Follow the tabbing instructions in Quick Service Guide 201b, Using Tabs, Wafer Seals, and Glue Spots.
The maximum weight for machinable and automation letter-size booklets and folded self-mailers is 3 ounces.
Letters closed with staples and letters without closures are nonmachinable and eligible only for the nonmachinable prices.
On September 8, 2009, new tabbing and construction standards for machinable and automation letter-size booklets become effective. To learn more about the new standards, visit Postal Explorer and click on “Federal Register Notices.” Scroll down to the notice titled, “New Standards for Letter-Sized Booklets.”
There are new Tabbing requirements for Booklets that will be effective Sept 8, 2009. The main difference between a Booklet and a Self Mailer is that Booklets are "Perfect Bound" or "Stapled". Link to the new requirements at the end of this Post.
Here is the ruling that came out today from the DMM Advisory:
May 11 Pricing Change – First-Class Mail and Standard Mail Machinable Letters
We are changing the mail preparation standards for First-Class Mail and Standard Mail machinable letters as published in the January 29 Federal Register. Beginning May 11, machinable letters must meet all of the standards for automation letters, except for the barcode requirement. This change will enable us to process more machinable mail on automated letter sorting machines, especially unenveloped pieces like booklets and folded self-mailers. When these pieces lack adequate tabs or seals they frequently become damaged or jam the letter-sorting equipment.
Our changes include the following:
All folded self-mailers and booklets mailed at the machinable prices must be sealed with tabs, tape, glue spots, or glue lines. Follow the tabbing instructions in Quick Service Guide 201b, Using Tabs, Wafer Seals, and Glue Spots.
The maximum weight for machinable and automation letter-size booklets and folded self-mailers is 3 ounces.
Letters closed with staples and letters without closures are nonmachinable and eligible only for the nonmachinable prices.
On September 8, 2009, new tabbing and construction standards for machinable and automation letter-size booklets become effective. To learn more about the new standards, visit Postal Explorer and click on “Federal Register Notices.” Scroll down to the notice titled, “New Standards for Letter-Sized Booklets.”
Friday, April 3, 2009
Penalty for Move Update Enforcement Delayed
The Post Office has bowed to pressure from consumers and acknowledges that they are not yet ready to enforce the penalties for Standard Mailer compliance with the Move Update requirement. The $.07 penalty will be implemented on January 4, 2010. Check out this posting for complete info: http://postalnewsyoucanuse.blogspot.com/2009/02/confusion-and-fear-re-imb-and-move.html
Tuesday, March 24, 2009
First-of-Its-Kind Production Postage Printing Solution
Neopost / Hasler Introduces First-of-Its-Kind Production Postage Printing Solution. Innovative, High-Speed System Prints Postage Directly Onto Documents. Introducing the new PE-150, a “direct onto documents” Production Postage Printing solution. The PE-150 is a unique, high-speed metering system that literally transforms mailing procedures by applying postage and the Intelligent Mail® Barcode (IMB) directly onto letters and documents after the file has been created. The resulting postage can be displayed either through the address window or an extended return address window.
Designed for production mailing environments, the new postage printing system delivers a significant increase in productivity. It moves mail into the mailstream faster and more efficiently by eliminating conventional time-consuming metering, typically a sequential step in the mailing process. Installed as an optional software module within a mail output management solution, the PE-150 delivers improved reliability and cost savings by eliminating the use of traditional equipment and the associated operating and supplies costs, as well as any spoiled postage.
The advanced technology of the PE-150 offers an industry first: adding postage that includes an Information Based Indicia (IBI) with mailing date, and an IMB to a document print file. All of these components result in the highest level of mail security, a consistently professional “metered” look for mailing documents and a reliable alternative to permit mail or traditional metering. The system is able to co-mingle jobs for better presort discounts, and combine postage and the IMB printing for sorting, tracking and USPS® compliance.
The PE-150 Production Postage Printing Solution is the perfect technology for those with printing requirements up to 10,000 documents/hour. The PE-150 eliminates speed limitations between the mailing machine and folder/inserter, allowing maximum throughput of the folder/inserter to be realized. It is an extremely cost-effective alternative for transaction mailers, commercial print and fulfillment houses, third-party mailers, mailers with print and insert functions, and mailers who perform mixed weight processing.
Designed for production mailing environments, the new postage printing system delivers a significant increase in productivity. It moves mail into the mailstream faster and more efficiently by eliminating conventional time-consuming metering, typically a sequential step in the mailing process. Installed as an optional software module within a mail output management solution, the PE-150 delivers improved reliability and cost savings by eliminating the use of traditional equipment and the associated operating and supplies costs, as well as any spoiled postage.
The advanced technology of the PE-150 offers an industry first: adding postage that includes an Information Based Indicia (IBI) with mailing date, and an IMB to a document print file. All of these components result in the highest level of mail security, a consistently professional “metered” look for mailing documents and a reliable alternative to permit mail or traditional metering. The system is able to co-mingle jobs for better presort discounts, and combine postage and the IMB printing for sorting, tracking and USPS® compliance.
The PE-150 Production Postage Printing Solution is the perfect technology for those with printing requirements up to 10,000 documents/hour. The PE-150 eliminates speed limitations between the mailing machine and folder/inserter, allowing maximum throughput of the folder/inserter to be realized. It is an extremely cost-effective alternative for transaction mailers, commercial print and fulfillment houses, third-party mailers, mailers with print and insert functions, and mailers who perform mixed weight processing.
Thursday, March 19, 2009
Has the whole world gone Postal?
Some days it feels that way, with the fear that is gripping Main Street and Wall Street. Trying to make the best of this challenging environment is hard. In the mailing world it is a lot more complicated. Some of the recent proposed USPS changes have made me question my sanity and that of the Post Office. To put these issues in perspective lets take a short stroll down memory lane.
In 2007 our world was turned upside down with the roll-out of Shape Based Pricing in May and just a few short months later the DPV (Delivery Point Validation) requirement for CASS produced mailings for Automation discounts came and went. Intelligent Mail Barcode was beginning to appear on our radar screens as 2008 got closer.
Right as the country was entering this economic downturn in the Fall of 2007, here in San Diego, we faced another terrible firestorm causing the evacuation of a half million people with over 1000 homes and many lives lost. But we pressed on, as the bad news continued to roll in with the New Year. Businesses were focused on doing more with less, looking for maximum value from their mail and we were there to help.
Saving money thru automation of labor intensive processes was one way we saved company’s time and money. By improving their address quality and document integrity we helped them maximize the value proposition that mail provides.
Oh, but it didn’t end there! 2008 saw the introduction of “Commercial” rate discounts for Priority and Express Mail. Another Rate Change in May and new requirements for “Move Update” compliance was implemented in November 2008. Just when we thought we could relax for the holidays, a shift in USPS rate change strategy was announced for competitive products like Priority and Express Mail to be adjusted in January along with FedEx and UPS.
Pressing on, we started 2009 completing the largest January rate change ever when the Postal Gods proposed sweeping changes to how Self Mailers and Booklets were to be prepared (these were mostly all subsequently dropped). Before we even finished digesting this postal gut buster another announcement from the great and powerful wizard behind the curtain, the window location on letter mail must change (thankfully, that only lasted a couple days and the initiative was dropped).
So all is OK now? You wish. There are new address placement guidelines for Flat Mail and we have enforcement of the Move Update requirement in May. Oh and don’t forget we have another Postal rate change On May 11th, get used to them. Speaking of multiple rate changes, our newest systems generally include rate changes at no extra charge, use less ink and are compliant to earn the new discounted Commercial rates.
Just announced - the long anticipated discount for “Full Service IMB” is going to be… Are you sitting down, drum roll please…. $.003 for Automation First Class Mail and $.001 for Automation Standard…yawn. OK so the money may not motivate you, but the value proposition of tracking the mail and keeping addresses current should. Another bonus of Full Service IMB will keep the marketing folks happy with all the extra real estate on the mail piece.
Denying or ignoring these new Postal realities will not make them go away. There are ways to reduce your postal spend, improve your mail’s performance while staying compliant. Use SD Postal as a postal knowledge resource, our sales and service staff is up on this stuff, all are MQC (Mail Quality Control Specialists) certified and they are here to help you find solutions to the world gone Postal.
In 2007 our world was turned upside down with the roll-out of Shape Based Pricing in May and just a few short months later the DPV (Delivery Point Validation) requirement for CASS produced mailings for Automation discounts came and went. Intelligent Mail Barcode was beginning to appear on our radar screens as 2008 got closer.
Right as the country was entering this economic downturn in the Fall of 2007, here in San Diego, we faced another terrible firestorm causing the evacuation of a half million people with over 1000 homes and many lives lost. But we pressed on, as the bad news continued to roll in with the New Year. Businesses were focused on doing more with less, looking for maximum value from their mail and we were there to help.
Saving money thru automation of labor intensive processes was one way we saved company’s time and money. By improving their address quality and document integrity we helped them maximize the value proposition that mail provides.
Oh, but it didn’t end there! 2008 saw the introduction of “Commercial” rate discounts for Priority and Express Mail. Another Rate Change in May and new requirements for “Move Update” compliance was implemented in November 2008. Just when we thought we could relax for the holidays, a shift in USPS rate change strategy was announced for competitive products like Priority and Express Mail to be adjusted in January along with FedEx and UPS.
Pressing on, we started 2009 completing the largest January rate change ever when the Postal Gods proposed sweeping changes to how Self Mailers and Booklets were to be prepared (these were mostly all subsequently dropped). Before we even finished digesting this postal gut buster another announcement from the great and powerful wizard behind the curtain, the window location on letter mail must change (thankfully, that only lasted a couple days and the initiative was dropped).
So all is OK now? You wish. There are new address placement guidelines for Flat Mail and we have enforcement of the Move Update requirement in May. Oh and don’t forget we have another Postal rate change On May 11th, get used to them. Speaking of multiple rate changes, our newest systems generally include rate changes at no extra charge, use less ink and are compliant to earn the new discounted Commercial rates.
Just announced - the long anticipated discount for “Full Service IMB” is going to be… Are you sitting down, drum roll please…. $.003 for Automation First Class Mail and $.001 for Automation Standard…yawn. OK so the money may not motivate you, but the value proposition of tracking the mail and keeping addresses current should. Another bonus of Full Service IMB will keep the marketing folks happy with all the extra real estate on the mail piece.
Denying or ignoring these new Postal realities will not make them go away. There are ways to reduce your postal spend, improve your mail’s performance while staying compliant. Use SD Postal as a postal knowledge resource, our sales and service staff is up on this stuff, all are MQC (Mail Quality Control Specialists) certified and they are here to help you find solutions to the world gone Postal.
Thursday, February 19, 2009
PCC Education Series
San Diego Postal is proud to host the following sessions from the San Diego Postal Customer Council:
April 22, 2009 10:00 am to Noon
Managing a Growing Mail Center
Gordon Glazer, CMDSM, CMDSS, MQC,
President
S.D. Postal & Shipping Equipment
This NPF hit session is jam packed with useful ideas and guidelines to better Manage your Growing Mail Center. Covered Topics include: Resources, Postal Compliance, Tips to improve Mail Performance, Latest must know technology, Performance Benchmarks, Product cycle speeds vs. Reality, Cost Savings analysis, Payback vs. ROI calculations, and also covers Mail Center design tips and techniques.
May 13, 2009 10:00 am to Noon
Address Hygiene and List Optimization
Arnie Cohen and Dan Anglin, Modern Postcard
What's the most important element in your direct mail effort? It's the mailing list - because it doesn't matter how irresistible your offer, or how great your creative sells - if you are not in the right mailboxes, your direct mail will fail. Also, make sure your mailpiece is being delivered. If you have not performed Address Hygiene on your mailing list you could be throwing money away. In this session, you'll learn:
Selecting the right list for you.
The critical difference between acquisitions versus retention based data use.
What list hygiene & file enhancement options.
NCOA, ACS, Move Update etc.
Prospect list rental processes and procedures.
What kinds of lists are available?
How to really understand the information on a list rental "data card"
Web based list rental access.
Managing the inevitable scenario of undeliverable mail.
Proper communication and recommendations to those that want "off your list".
June 10, 2009 10:00 am to Noon
Selecting the right list for you.
The critical difference between acquisitions versus retention based data use.
What list hygiene & file enhancement options.
NCOA, ACS, Move Update etc.
Prospect list rental processes and procedures.
What kinds of lists are available?
How to really understand the information on a list rental "data card"
Web based list rental access.
Managing the inevitable scenario of undeliverable mail.
Proper communication and recommendations to those that want "off your list".
June 10, 2009 10:00 am to Noon
Mail Automation Made Easy Using Desktop Software
Gordon Glazer, CMDSM, CMDSS, MQC,
President
S.D. Postal & Shipping Equipment
This session covers both Mail Management Software (Data Management, Address Quality, Presort and Output) and Business Automation Software for 3rd Party Mailers (Estimating, Work Orders, Inventory Tracking, Scheduling, Benchmarking, Profit Analysis and tie into Accounting)Automation Mailings can be a real puzzle without desktop mailing software. It will compare techniques to perform these steps as a stand alone product or integrated into your host application. Common software features are explored so you can decide what is most important for your operation.
July 15 10:00 am to Noon
Non Profit
Jim Elliott
In order to succeed non-profits need to recruit, maintain and grow donors. This seminar will give you tools to find new donors and grow them into substantial ones. We will cover lists, copy, art, production and timing, Join us July 15. Become more successful with your direct mail.
In order to succeed non-profits need to recruit, maintain and grow donors. This seminar will give you tools to find new donors and grow them into substantial ones. We will cover lists, copy, art, production and timing, Join us July 15. Become more successful with your direct mail.
August 19, 2009 10:00 am to Noon
Mailpiece Design
Paula Bigornia,
Mailpiece Design Analyst US Postal Service
Before you put the finishing touches on your direct mail project or send your file to the printer, stop to consider whether your finished piece will meet US Postal Service requirements for automated mail. Better yet, start with the requirements in mind before you miss a key element that could cost you big dollars or a big headache. Paula Bigornia will cover the design requirements for automation mailings, including the new Intelligent Mail Barcode.
October 14, 2009 (All day event) 9:00am to 4:30pm
Lunch included
$50.00
Mailpiece Quality Control (MQC) Program (test involved for certification)
Gordon Glazer, CMDSM, CMDSS, MQC, President S.D. Postal & Shipping Equipment
The Mailpiece Quality Control (MQC) Specialist Certification is a USPS sanctioned certification good for 2 years, it consists of an easy to read study guide with review questions. The test itself is Open Book and you will have multiple chances to submit and pass by the end of the day. Participants should review the Study Guide prior to session date and should bring their own laptop as we will take portions of the test by section. Includes the NPF hit session: "Qualifying and Producing Automation Standard and Presorted First Class Mail". Participants that complete the class should come away with a good understanding on how to do Automation Mailings with a firm understanding of the rules and proper use of USPS templates.
Complete any 6 sessions and receive certificate from US Postal Service Headquarters. (Does not include MQC)
Complete any 6 sessions and receive certificate from US Postal Service Headquarters. (Does not include MQC)
1 session $25.00 Any 6 sessions $125.00 (for certificate) (Does not include MQC)
5 registrations from the same company for the same session $100.00
Phone (858) 577-3561 Fax (858) 577-3551
How to NOT make your mail look like junk!
Mail has value. For the most part people realize that the sender spent money to put their message in front of them. Because time is so precious, the recipient of your mail piece may only spend about 3 seconds to make a decision to open or toss it.
A well designed mail piece can be very effective - regardless of how much it cost to get it there. Now I am not proposing that you convert all of your mail to Standard Mail, some mail may need to go First Class either because of content, timeliness, or not having at least 200 identical pieces. Over 17% of what is sent First Class today can be converted to “Automated” Standard Mail or what used to be called “Bulk Mail”
For purposes of this article I am going to be talking about envelopes, but before I do, it is important to realize that “Self Mailers” (newsletters, flyers etc) and “Post Cards” are “already opened” and the recipient doesn’t need to make a decision to risk a paper cut to see what is inside. So for those types of mail, it generally doesn’t matter how it was addressed or what form of postage was used.
For envelopes however, the method of postage is critical. There are 3 choices:
Preprinted Indicia is a favorite of many because it can be printed at little to no cost but it conveys a message of “Junk Mail”. I think that its use has its place on some envelopes, especially on pieces that are expected or welcomed because of the return address, or if the look or nature of the piece compels them to open it regardless.
Stamped mail should be used primarily in consumer to consumer appeals, Invitation style mailings for example. Be aware that because mailings submitted thru the Bulk Mail Entry Unit (BMEU) don’t need to be faced and cancelled, that stamp will arrive as a virgin, naked without the cancellation. Many recognize this instantly as “Junk Mail”. Did you know that you are allowed to cancel your own stamps using the Mailers Postmark? It is a very effective tool that will fool even a seasoned mail chucker. Stamps on business mail screams out – “I am a small time business that can’t afford a meter”. Is that the impression you want? Here are 2 examples of Stamped Invitations
It can be as simple as customizing the offer message on the envelope or you can try some more sophisticated methods like: Print the variable data on RPN(s) Repositionable Notes to give your piece a stand out appeal. Try using PURLS (Personalized URLs) to gain the marketing power of the internet combined with the targeting strength of direct mail and see the results in real time.
Learn from your mailbox - I consider myself a student of this industry because there is always more to learn. The mail I receive at home and at work is one of the best teachers! There is so much you can learn from looking at the work of others. Examine how it was addressed – What kind of printer did they use, what type of postage, if it was a stamp – was it cancelled. Did they use an optional endorsement line, planet code, ACS line, Intelligent Barcode, Sortation #, package mark, tray mark, break mark or Ancillary Endorsement? What was the marketing appeal? Was there a message or tag line to make the recipient want to open it?
In my office I have kept hundreds of examples: “The Good, The Bad and The Ugly”, everyone a teacher. Marketing via the mail can be a science it can also be extremely successful with doing just a few things right, but you will never know if the envelope is thrown away.
A well designed mail piece can be very effective - regardless of how much it cost to get it there. Now I am not proposing that you convert all of your mail to Standard Mail, some mail may need to go First Class either because of content, timeliness, or not having at least 200 identical pieces. Over 17% of what is sent First Class today can be converted to “Automated” Standard Mail or what used to be called “Bulk Mail”
Mail in the Real World. When someone goes thru their mail, pieces that the recipient considers junk are quickly culled out – ok, thrown away. Your goal as a mailer is to minimize the number of your marketing pieces that end up in the trash. Do I have your interest? Good. The trick is to first avoid the pitfalls that can make your mail appear dumpster worthy. The other is to make sure that the envelope conveys a reason to open. Below is one of my favorite examples of a company doing everything right.
For purposes of this article I am going to be talking about envelopes, but before I do, it is important to realize that “Self Mailers” (newsletters, flyers etc) and “Post Cards” are “already opened” and the recipient doesn’t need to make a decision to risk a paper cut to see what is inside. So for those types of mail, it generally doesn’t matter how it was addressed or what form of postage was used.For envelopes however, the method of postage is critical. There are 3 choices:
Preprinted Indicia is a favorite of many because it can be printed at little to no cost but it conveys a message of “Junk Mail”. I think that its use has its place on some envelopes, especially on pieces that are expected or welcomed because of the return address, or if the look or nature of the piece compels them to open it regardless.
Stamped mail should be used primarily in consumer to consumer appeals, Invitation style mailings for example. Be aware that because mailings submitted thru the Bulk Mail Entry Unit (BMEU) don’t need to be faced and cancelled, that stamp will arrive as a virgin, naked without the cancellation. Many recognize this instantly as “Junk Mail”. Did you know that you are allowed to cancel your own stamps using the Mailers Postmark? It is a very effective tool that will fool even a seasoned mail chucker. Stamps on business mail screams out – “I am a small time business that can’t afford a meter”. Is that the impression you want? Here are 2 examples of Stamped Invitations
Metered Mail shows that the mailpiece is an official piece of business mail. It clearly shows that money was spent to get it to them and demonstrates value. Even the Post Office is routinely fooled, as “non endorsed” Standard Mail is frequently returned for free, as if it were First Class. It simply looks like First Class and folks don’t tend to notice that the amount paid was about half the cost of a First Class stamp.
Other Pitfalls:
Duplicate Pieces – Receiving more than one of the same piece conveys a negative message:
Duplicate Pieces – Receiving more than one of the same piece conveys a negative message:
1. Material and Postage waste.
2. Obvious lack of attention. And the killer ~
3. “This must be Junk Mail” realization.
Take the time to de-dupe your list as part of the address cleansing process: CASS (now includes DPV and LACS Link) – now all of the addresses will be standardized making finding duplicates easier.
De-Dupe – Try several passes eliminating the most obvious ones first using a fine/exact match criteria, then try less fine/exact screen and manually step thru the matched groups to make sure the software is doing what you expect before processing entire group.
De-Dupe – Try several passes eliminating the most obvious ones first using a fine/exact match criteria, then try less fine/exact screen and manually step thru the matched groups to make sure the software is doing what you expect before processing entire group.
Process your list thru an NCOA service like Move Update – at least every 3 months.
**********************AUTOCR**C-047
**********************AUTOCR**C-047
Optional Endorsement Lines – Get rid of the Junk. Carrier Route Standard Mail requires them on every piece, but Automation Standard doesn’t. You really only need them on the first piece of a “package” or “tray” and only on AADC or Mixed AADC. It is one more “flag” you can remove to not make your mail look like Junk. Mail Houses use them to sort by, but with a little bit of practice you can sort by “package” (“bundle”) marks and “tray” marks. These can be placed anywhere in any sized font and are rarely noticed by the novice. I like them on the edge so when sorting you can easily catch the break while flipping thru a handful. “Break marks” are another way to sort without using endorsement lines. Many pieces of processing equipment can be programmed to recognize these marks and create sortation breaks on the collection belt or pause the printer.
Ancillary Service Endorsements – Are an excellent way to help keep your list up to date. Make sure you choose the right one for the class of mail you are using. Choosing the wrong one reminds me of “Indiana Jones and the Last Crusade” and his “Search for the Holy Grail” when the old knight says “He chose poorly” and the guy turns to dust. I have heard first hand of examples of choosing poorly that cost the company hundreds of thousands of dollars.
No reason to open – Give them a reason to open! Unless the reason is pure mystery, (which won’t work well for you in the long term) the envelope needs to be your messenger. Think of the outside of the envelope as a canvas. Certain areas are required for the address, return address, Barcode Clear Zone and postage, the rest is limited only by your imagination as even the required elements have flexibility on size and placement.
Best Practices
Test different message lines or appeals (test only one element at a time) and gauge the results. Test mail to a small portion of your list before committing to a huge mailing campaign and fine tune as needed to achieve the desired results.
Use the Right List – This is probably self evident but needs mentioning. If you are trying to sell Air Conditioners, maybe your best list shouldn’t contain the demographics of Eskimos.
Use Variable Data – The use of Variable data can dramatically improves results – as much as 500%.
Ancillary Service Endorsements – Are an excellent way to help keep your list up to date. Make sure you choose the right one for the class of mail you are using. Choosing the wrong one reminds me of “Indiana Jones and the Last Crusade” and his “Search for the Holy Grail” when the old knight says “He chose poorly” and the guy turns to dust. I have heard first hand of examples of choosing poorly that cost the company hundreds of thousands of dollars.
No reason to open – Give them a reason to open! Unless the reason is pure mystery, (which won’t work well for you in the long term) the envelope needs to be your messenger. Think of the outside of the envelope as a canvas. Certain areas are required for the address, return address, Barcode Clear Zone and postage, the rest is limited only by your imagination as even the required elements have flexibility on size and placement.
Best Practices
Test different message lines or appeals (test only one element at a time) and gauge the results. Test mail to a small portion of your list before committing to a huge mailing campaign and fine tune as needed to achieve the desired results.
Use the Right List – This is probably self evident but needs mentioning. If you are trying to sell Air Conditioners, maybe your best list shouldn’t contain the demographics of Eskimos.
Use Variable Data – The use of Variable data can dramatically improves results – as much as 500%.
It can be as simple as customizing the offer message on the envelope or you can try some more sophisticated methods like: Print the variable data on RPN(s) Repositionable Notes to give your piece a stand out appeal. Try using PURLS (Personalized URLs) to gain the marketing power of the internet combined with the targeting strength of direct mail and see the results in real time.
Learn from your mailbox - I consider myself a student of this industry because there is always more to learn. The mail I receive at home and at work is one of the best teachers! There is so much you can learn from looking at the work of others. Examine how it was addressed – What kind of printer did they use, what type of postage, if it was a stamp – was it cancelled. Did they use an optional endorsement line, planet code, ACS line, Intelligent Barcode, Sortation #, package mark, tray mark, break mark or Ancillary Endorsement? What was the marketing appeal? Was there a message or tag line to make the recipient want to open it?
In my office I have kept hundreds of examples: “The Good, The Bad and The Ugly”, everyone a teacher. Marketing via the mail can be a science it can also be extremely successful with doing just a few things right, but you will never know if the envelope is thrown away.
Wednesday, February 18, 2009
Confusion and Fear re: IMB and Move Update
Still confused about the Move Update requirement? Wondering what the consequences for not complying might be? Do you have lingering questions about the IMB deadlines? This article will attempt to remove the confusion and fear that is gripping many over the Move Update requirement and the USPS Intelligent Mail Barcode rollout.
Move Update:
Think of it like your Mom or Dad telling you to eat your vegetables, you may not want to eat them, but you now realize that they are good for you. It’s the same thing here! Move Update is the requirement that forces mailers of Automation Standard and Presorted/Automation First Class Mail™ to do something to make sure that your address lists are up to date when you mail.
Why?
• Costs the USPS 2 Billion /Yr to Return/Dispose of Undeliverable mail
• 17% of Consumers and Businesses move every year – 45 Million!
• 24% of all mail have some kind of address problem
• 2.72% of mail is never delivered
• 17% of all mail is delayed
Or, to put this into hard numbers:
• 10 Billion Pieces are affected each year.
• 1.6 Billion are Returned
• 1.985 billion are Forwarded
• 6.0 Billion are Discarded
OK – So how do I comply?
For most of us, the easiest way is to use an NCOA-Link product that will satisfy it quickly and easily. Most Mail management software packages have a NCOA-link solution. For our Satori Bulk Mailer customers, when they run their lists thru this process, it actually does 5 things to improve the deliverability, all without the hassle of exporting and re-importing the data. With Mailroom Toolkit, it takes place right within our customer’s “Host Application”.
Satori’s “Move Update” features:
CASS – 1st step to break the address down to its component parts, Standardizes and corrects the Physical part of the address to USPS specifications
DPV – Delivery Point Validation – Further corrects the address to the actual delivery point and reports back if the secondary address info (Suite #, Unit #, Apt #) is accurate, missing or wrong.
LACS- Link – Changes old Rural Routes into physical delivery address –Helps emergency service providers locate rural addresses.
Suite-Link – Adds or changes Secondary address information for Businesses – (Suite #, Unit #)
Move Update – Fixes the Personal portion of the address by changing the addresses based upon moves registered with the USPS. Satori is a full service NCOA Provider and will update registered move data up to 48 months old.
Are there other ways I can satisfy the Move Update requirement?
Yes, there are “Post-Mailing” methods such as using Ancillary Service Endorsements, ACS, or One Code ACS (IMB). All of these Post Mailing methods require that the list has gone thru some other “Pre-Mailing” method within 95 days of the mailing, and then you can use these “Post-Mailing” methods to keep the list current. Another “Pre-Mailing” method is to first mail the list at full First Class with an approved Ancillary Service Endorsement.
Using Alternative Address Formats like “Current Resident/Occupant” are exempt, but not very personal. If the data came directly to you within 95 days of the mailing, like thru your call center, BRM or web site, those addresses would be OK.
If you are using a Presort service, they offer a service called Fast-Forward that can apply the DPBC and forwarding address while co-mingling your mail allowing you some presort savings. The drawback is that the information is applied after your mail piece has been created so the corrected information doesn’t update your records.
Is there a way for me to take advantage of Better Address Quality without big changes to our I.T. processes?
Yes Document Control Software, by Hasler (DCS), can capture your Print Image Files and manipulate them prior to printing. It is mind boggling to see all of the things DCS can be designed to do. Not only can DCS improve address quality but it can merge multiple print streams, change background overlays, add OMR marks for automation processing by a Folder Inserter, add the postage Indicia into the address block and can even include Mail Piece Verification to ensure that every piece makes it into the mailstream.
What are the consequences for not complying with Move Update?
When you sign the 3602 Mailing statement acknowledges that … “who omits information requested on this form may be subject to criminal and/or civil penalties, including fines and imprisonment.” At the least, you will be required to pay $.07 for every piece in the mailing for Standard and the entire discount is forfeit for First Class mailers. As of April 1, 2009, the Post Office has bowed to pressure from consumers and acknowledges that they are not yet ready to enforce the penalties for Standard Mailer compliance with the Move Update requirement. The $.07 penalty will be implemented on January 4, 2010.
What are the chances of getting caught?
It is getting easier all the time for the USPS to catch this as their focus is absolutely on reducing costs. UAA (Undeliverable as Addressed) and FOE (Forwarding Order has Expired) mail are the biggest areas they have identified to save money. The mail today is becoming “Intelligent” with mailer identification embedded in the IMB (intelligent Mail Barcode) and IBIP (Information Based Indicia Program) meter indicia (All Phase 6 meters) it won’t be hard to find or account for as computers will do the hard work.
What about the IMB (Intelligent Mail Barcode) Mandate?
The deadline for IMB implementation was rolled back to May 2009 with two years for mailers to conform. This means that you do not have to change until May 2011. There are plenty of reasons to implement IMB now to take advantage of the new features IMB makes available.
What is the discount going to be for using IMB?
For Full Service IMB there is a $.003 per piece reduction for (Discounted) First Class Mail and $.001 for Standard. “Basic IMB” and DPBC share the same rate. The clear reason to make this change will be for “business reasons”, not postage savings!
The “business reasons” to implement IMB are many:
• More room on the mail piece to do other things as the IMB replaces the DPBC, Planet Codes, and most Optional Endorsement Lines.
• Tracking of the mail thru “One Code Confirm”
• Updating of the Address Quality thru “One Code ACS” (Electronic Address Correction Service – a “post-mailing” method of satisfying the Move Update requirement)
• For Full Service IMB customers, less time at the BMEU, all paperwork is sent electronically and the mailing will be verified as it is being processed.
• Improved USPS performance and tracking with Full Service IMB as “Start the Clock” performance measurements will change from just sampling the mail to a broad spectrum of real world statistics that will help the USPS improve their delivery times for all classes of mail.
As a mailer you have a choice of whether to stay with the older DPBC until May 2011 or you can easily implement the “Basic IMB” to get the normal Automation discounts. For larger and more sophisticated mailers – Full Service IMB offers some great rewards. Mailer’s should know that effective with the May 2009 rate change, you don’t have to go “Full Service” to get One Code ACS or One Code Confirm, you can do this with the Basic IMB option! You will also be able to incorporate Ancillary Service Endorsements and Optional Endorsement lines and the height of the new IMB can be made as small as the current DPBC (.125”).
So even though the IMB monetary savings may not drive you to change, the business reasons should and it will be good to have your processes in place before the deadline. Combine IMB with Move Update and your mailing performance will improve, just like a healthy body that eats right and exercises should.
Hopefully this has diminished your fears and confusion regarding IMB and the Move Update requirement, so eat your vegetables, they’re good for you!
Move Update:
Think of it like your Mom or Dad telling you to eat your vegetables, you may not want to eat them, but you now realize that they are good for you. It’s the same thing here! Move Update is the requirement that forces mailers of Automation Standard and Presorted/Automation First Class Mail™ to do something to make sure that your address lists are up to date when you mail.
Why?
• Costs the USPS 2 Billion /Yr to Return/Dispose of Undeliverable mail
• 17% of Consumers and Businesses move every year – 45 Million!
• 24% of all mail have some kind of address problem
• 2.72% of mail is never delivered
• 17% of all mail is delayed
Or, to put this into hard numbers:
• 10 Billion Pieces are affected each year.
• 1.6 Billion are Returned
• 1.985 billion are Forwarded
• 6.0 Billion are Discarded
OK – So how do I comply?
For most of us, the easiest way is to use an NCOA-Link product that will satisfy it quickly and easily. Most Mail management software packages have a NCOA-link solution. For our Satori Bulk Mailer customers, when they run their lists thru this process, it actually does 5 things to improve the deliverability, all without the hassle of exporting and re-importing the data. With Mailroom Toolkit, it takes place right within our customer’s “Host Application”.
Satori’s “Move Update” features:
CASS – 1st step to break the address down to its component parts, Standardizes and corrects the Physical part of the address to USPS specifications
DPV – Delivery Point Validation – Further corrects the address to the actual delivery point and reports back if the secondary address info (Suite #, Unit #, Apt #) is accurate, missing or wrong.
LACS- Link – Changes old Rural Routes into physical delivery address –Helps emergency service providers locate rural addresses.
Suite-Link – Adds or changes Secondary address information for Businesses – (Suite #, Unit #)
Move Update – Fixes the Personal portion of the address by changing the addresses based upon moves registered with the USPS. Satori is a full service NCOA Provider and will update registered move data up to 48 months old.
Are there other ways I can satisfy the Move Update requirement?
Yes, there are “Post-Mailing” methods such as using Ancillary Service Endorsements, ACS, or One Code ACS (IMB). All of these Post Mailing methods require that the list has gone thru some other “Pre-Mailing” method within 95 days of the mailing, and then you can use these “Post-Mailing” methods to keep the list current. Another “Pre-Mailing” method is to first mail the list at full First Class with an approved Ancillary Service Endorsement.
Using Alternative Address Formats like “Current Resident/Occupant” are exempt, but not very personal. If the data came directly to you within 95 days of the mailing, like thru your call center, BRM or web site, those addresses would be OK.
If you are using a Presort service, they offer a service called Fast-Forward that can apply the DPBC and forwarding address while co-mingling your mail allowing you some presort savings. The drawback is that the information is applied after your mail piece has been created so the corrected information doesn’t update your records.
Is there a way for me to take advantage of Better Address Quality without big changes to our I.T. processes?
Yes Document Control Software, by Hasler (DCS), can capture your Print Image Files and manipulate them prior to printing. It is mind boggling to see all of the things DCS can be designed to do. Not only can DCS improve address quality but it can merge multiple print streams, change background overlays, add OMR marks for automation processing by a Folder Inserter, add the postage Indicia into the address block and can even include Mail Piece Verification to ensure that every piece makes it into the mailstream.
What are the consequences for not complying with Move Update?
When you sign the 3602 Mailing statement acknowledges that … “who omits information requested on this form may be subject to criminal and/or civil penalties, including fines and imprisonment.” At the least, you will be required to pay $.07 for every piece in the mailing for Standard and the entire discount is forfeit for First Class mailers. As of April 1, 2009, the Post Office has bowed to pressure from consumers and acknowledges that they are not yet ready to enforce the penalties for Standard Mailer compliance with the Move Update requirement. The $.07 penalty will be implemented on January 4, 2010.
What are the chances of getting caught?
It is getting easier all the time for the USPS to catch this as their focus is absolutely on reducing costs. UAA (Undeliverable as Addressed) and FOE (Forwarding Order has Expired) mail are the biggest areas they have identified to save money. The mail today is becoming “Intelligent” with mailer identification embedded in the IMB (intelligent Mail Barcode) and IBIP (Information Based Indicia Program) meter indicia (All Phase 6 meters) it won’t be hard to find or account for as computers will do the hard work.
What about the IMB (Intelligent Mail Barcode) Mandate?
The deadline for IMB implementation was rolled back to May 2009 with two years for mailers to conform. This means that you do not have to change until May 2011. There are plenty of reasons to implement IMB now to take advantage of the new features IMB makes available.
What is the discount going to be for using IMB?
For Full Service IMB there is a $.003 per piece reduction for (Discounted) First Class Mail and $.001 for Standard. “Basic IMB” and DPBC share the same rate. The clear reason to make this change will be for “business reasons”, not postage savings!
The “business reasons” to implement IMB are many:
• More room on the mail piece to do other things as the IMB replaces the DPBC, Planet Codes, and most Optional Endorsement Lines.
• Tracking of the mail thru “One Code Confirm”
• Updating of the Address Quality thru “One Code ACS” (Electronic Address Correction Service – a “post-mailing” method of satisfying the Move Update requirement)
• For Full Service IMB customers, less time at the BMEU, all paperwork is sent electronically and the mailing will be verified as it is being processed.
• Improved USPS performance and tracking with Full Service IMB as “Start the Clock” performance measurements will change from just sampling the mail to a broad spectrum of real world statistics that will help the USPS improve their delivery times for all classes of mail.
As a mailer you have a choice of whether to stay with the older DPBC until May 2011 or you can easily implement the “Basic IMB” to get the normal Automation discounts. For larger and more sophisticated mailers – Full Service IMB offers some great rewards. Mailer’s should know that effective with the May 2009 rate change, you don’t have to go “Full Service” to get One Code ACS or One Code Confirm, you can do this with the Basic IMB option! You will also be able to incorporate Ancillary Service Endorsements and Optional Endorsement lines and the height of the new IMB can be made as small as the current DPBC (.125”).
So even though the IMB monetary savings may not drive you to change, the business reasons should and it will be good to have your processes in place before the deadline. Combine IMB with Move Update and your mailing performance will improve, just like a healthy body that eats right and exercises should.
Hopefully this has diminished your fears and confusion regarding IMB and the Move Update requirement, so eat your vegetables, they’re good for you!
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