Decoding the Intelligent Mail Barcode
In part one of this feature, published in Inside Direct Mail, postal experts reflected on the rules and challenges marketers face when implementing the U.S. Postal Service’s (USPS) new Intelligent Mail Barcode (IMB) system. From that discussion, experts agreed that full service was a more attractive option than basic service and implementing IMB before the May 2011 deadline could take anywhere from a couple of months to two years, depending on an organization’s existing IT infrastructure.
Looking past all of the requirements and technicalities, the creative benefits of Intelligent Mail are great, promising to improve tracking, measurability, list hygiene and cross-channel marketing. Here’s a peek into some of the best practices and approaches the mail industry is taking.
- People:
- Charley Howard
- Rio Longacre