Decoding the Intelligent Mail Barcode
Experts discuss the creative implications and benefits of Intelligent Mail
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Britt Brouse
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“Direct mail works, but it only works if it gets there in the window that it’s targeted for. We need reliability and consistency,” Howard asserted.
Ultimately, the IMB system promises to benefit mailers and the USPS by providing crucial data which will improve future performance. “We can measure how mail performs at certain [service] levels, so we can tell that the stuff that seems to be late is always this type of mail. If you can identify that, then you can do something about it, as a vendor or as the post office,” Howard enthused.
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- Charley Howard
- Rio Longacre
Britt Brouse
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