This post is an update to our previous post from October 8th, titled “The Intelligent Mail Barcode Explained“. Visit this link if you want to learn more about the Intelligent Mail Barcode.
Right now this new postal technology is available to mailers, but isn’t required to qualify for automation postage rates on letters and flats.
This requirement implementation was slated to become active January 2009. Postmaster General John Potter announced last week, however, that this date will now be pushed back to May 2009 based on public feedback.
Mr. Potter stated, “Many of you told us that January 2009 was too soon. We will propose a May 2009 implementation, concurrent with our next annual price change.”
One thing to note – the previous Postnet Barcode will remain eligible for automation prices until May 2010.
But we recommend you speak to your lettershop vendor about making the necessary changes to utilize this new barcode sooner rather than later.
Here’s additional info about the Intelligent Mail Barcode:
http://ribbs.usps.gov/onecodesolution/
Popularity: 42% [?]
Tags: Intelligent Mail Barcode, Postage, Postal Rate Case, USPS
There was a great article in the current issue of Inside Direct Mail (written by Alan Rosenspan) titled “50 New Ways To Improve Response”.
The article divided the tips up among 5 categories:
- The Outer Envelope
- The Letter
- The Brochure
- The Reply Device
- Miscellaneous
We thought it would make for an interesting and helpful blog post if we shared with you 1 tip from each category.
Here they are…
The Outer Envelope
Use a window with a color tint. We’ve used both yellow and red, sometimes tinting the cellophane, sometimes just using color on the window to give the appearance of a tint. It makes the envelope stand out more.
The Letter
Test an unusual salutation. If you can’t personalize it, why settle for “Dear Colleague” or “Dear Friend”? An antique magazine began its winning letter with, “Dear Lover of Beautiful Things.”
The Brochure
Show a photograph of your target market on the cover, but remember the 20 percent rule. Show photos of people who are 20 percent younger than your target market, 20 percent more attractive, 20 percent better dressed — because that’s how most people see themselves.
The Reply Device
Make the boxes big enough. If you want people to give you their credit card information, their phone numbers or anything else — make sure they have enough room. And don’t use glossy paper. Their pens will smear and they may decide not to respond.
Miscellaneous
Test frequency. Some clients say, “I can’t mail again — I just sent a mailing last month!” Do you remember what you received in the mail last month? Last week? Yesterday? As David Ogilvy said, “You’re not advertising to a standing army. You’re advertising to a passing parade.” People who don’t need you one week might need you the next.
Popularity: 33% [?]
Tags: Direct Mail Creative, Improve Response, Inside Direct Mail
