Decoding the Intelligent Mail Barcode
“The barcode provides us information on when the piece is being delivered, and then based on that we can have further communications go out,” Longacre detailed. He added that he cannot imagine doing a marketing campaign without IMB technology, now that he’s experienced its benefits.
Chris Duncan, senior director of promotions for OfficeMax, Naperville, Ill., said IMB is more about strategy than compliance. “If we have multi-tactic campaigns, we can time our tactics better. So if we’re going to mail someone a catalog and then follow up with a phone call, we can make sure that follow-up phone call is timed correctly,” he explained. Longacre said his clients, who send e-mail reminders 48 hours after a direct mail campaign hits its in-home date, experience a 25 percent to 30 percent boost in response.
Focus on List Hygiene
Improved data hygiene is another feature of IMB’s all-electronic acceptance and feedback. For full-service IMB customers, Address Correction Service (ACS) comes free for First Class mailings, but with Standard Mail there’s a caveat that all corrections be applied within a 30-day time period, punishable by a fee.
- People:
- Charley Howard
- Rio Longacre