4 Reasons to Go Full-Service Intelligent Mail, NOW
February 25, 2010 By Ethan Boldt, Editor-in-chief
Recently, I hosted a webinar entitled "Save $ and Gain Efficiency with Full-Service Intelligent Mail." Okay, unless you're a postal nerd (nothing wrong with that!), intelligent mail at first mention and glance is a relatively dry subject, but it's a crucial one to master if you're a direct mailer today who'd rather succeed in the near future rather than struggle.
For this information-packed webinar, I was privileged to have the premier expert on intelligent mail, Tom Day, SVP of Intelligent Mail and Address Quality, USPS, as well as David Henkel, the president of Johnson & Quin, a direct mail printer which recently became fully IMB (intelligent mail barcode) compliant — one of many printers who've lately made this move. Henkel goes into detail why they went full-service, what steps were required to get there, and the resources that it required.
You can get access to the webinar in its entirely for the next 88 days (for $79), so I strongly suggest you take a listen. Below are some highlights from the hour.
1. Gain Marketing Efficiencies & Cross-Channel Integration Capability
Day explained that the much of the value is wrapped up in the data. "It enhances your ability to do coordinated multichannel campaigns. It's a very competitive market out there and the manner in which people want to spend their advertising dollars are being carefully measured," he says. Indeed, what's critical is the data, so the person making that buying decision gets data that lets them understand if they are getting a proper ROI.
"We're living in a world where the physical delivery of the mail piece is not enough, even if you do it at a cost-effective price, even if you do it at a service-responsive time frame. You have to have data," Day points out. "Full-service intelligent mail is that visibility to more than just a physical delivery of the mail piece, it's all the data associated with it."
2. Improve Supply Chain Visibility
For the supply chain that has a mail owner, a mail service provider and a postal service, full-service intelligent mail gives visibility to that supply chain. "Mail owners love that they can know where their mail is in that process, and intelligent mail gives you that value," says Day.
For this information-packed webinar, I was privileged to have the premier expert on intelligent mail, Tom Day, SVP of Intelligent Mail and Address Quality, USPS, as well as David Henkel, the president of Johnson & Quin, a direct mail printer which recently became fully IMB (intelligent mail barcode) compliant — one of many printers who've lately made this move. Henkel goes into detail why they went full-service, what steps were required to get there, and the resources that it required.
You can get access to the webinar in its entirely for the next 88 days (for $79), so I strongly suggest you take a listen. Below are some highlights from the hour.
1. Gain Marketing Efficiencies & Cross-Channel Integration Capability
Day explained that the much of the value is wrapped up in the data. "It enhances your ability to do coordinated multichannel campaigns. It's a very competitive market out there and the manner in which people want to spend their advertising dollars are being carefully measured," he says. Indeed, what's critical is the data, so the person making that buying decision gets data that lets them understand if they are getting a proper ROI.
"We're living in a world where the physical delivery of the mail piece is not enough, even if you do it at a cost-effective price, even if you do it at a service-responsive time frame. You have to have data," Day points out. "Full-service intelligent mail is that visibility to more than just a physical delivery of the mail piece, it's all the data associated with it."
2. Improve Supply Chain Visibility
For the supply chain that has a mail owner, a mail service provider and a postal service, full-service intelligent mail gives visibility to that supply chain. "Mail owners love that they can know where their mail is in that process, and intelligent mail gives you that value," says Day.
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