Sep 01, 2010
Smarter Mail is Better Mail: The Intelligent Mail Barcode
It's often true in life, certainly in direct mail: the more you know, the better off you are. Now you can know much more about your direct mail with the Intelligent Mail Barcode, or IMB, currently being rolled out by the U.S. Postal Service. The IMB allows mailers to track the delivery of non-Certified individual pieces of mail.
That may not sound like a big deal, and the development of IMB has flown largely under the radar. But think about what it could mean for your business: now you can know exactly when each First-Class postcard you mail through Click2Mail arrived in the local Post Office for delivery. . .
Using the Intelligent Mail Barcode to your advantage
. . . which means that you can more accurately measure responses to your mailing campaigns. Before you might have measured direct mail response sales that actually came from last week's blog post. Now that you know with certainty when your mail piece should arrive you can measure responses that come that day and the few days after.
(Remember our advice from Step 11 of the 12 Steps to Direct Mail Success: "The easiest way to measure your response is to tie a special code in with your offer." Yet sometimes people won't use the special code even though they're "responding" to your mailing piece; so keeping track of timing between when the mail was delivered and when you get the response is important, too.)
The IMB also gives you a better idea of when to follow up on your mailers. If your direct marketing campaign begins with a mailer followed by a phone call, you can now call the day after you know the mailer was delivered. Or, if your plan is to send two mailers back-to-back, you can time the drop of your second mailer to occur just after all of the first mailers are delivered.
IMB and Click2Mail
We're putting the Intelligent Mail Barcode on nearly all mail pieces we print and mail for our customers. Shortly after you receive notice that your order has mailed, you can log in to Mailing Online and view the tracking report. (To see how it works, check out this Knowledgebase article.) It's just one more way that Click2Mail makes mailing easy - and better.