Mailing Gets Suddenly Smarter

Direct Mail is assuredly one of the most effective advertising channels available. And it is about to get even better as we prepare to roll out our new Intelligent Mail barcode.

The simple barcode is the heart of the USPS automated mail-processing system, which allows delivery of 50% more mail to 32 million more homes and businesses than 20 years ago—while working with 1985 staffing levels. That lowly barcode has helped us to control costs, improve service and increase efficiency.

How? With the new Intelligent Mail barcode, which triples the data capacity of our current barcode and promises to revolutionize mail processing in the 21st century.

What can all that data do for you? For one thing, individual pieces of mail—even within multimillion piece mailings—can be tracked as they move through our network. That adds incredible value to printed material. For mailers who request special services, like Delivery Confirmation or Signature Confirmation, you will no longer need to add second or third barcodes. That information is already embedded in the Intelligent Mail barcode. And so, as always, is the sorting and delivery information.

With one barcode doing all that work—with far less effort—the barcodes of the past can plan for well-deserved retirements. That opens up valuable real estate on the face of every piece of mail.

Think of what a designer and mailer, working together, can do with that space. We know that nothing cuts through today's marketing clutter like the mail. So this gives printers a great opportunity to create a mail piece that will really get attention.

Though Intelligent Mail won't be fully operational until 2009, many of its key elements are already in place, including the ability to read the new barcode on letter-size mail. Many major mailers have already signed on to use the new Intelligent Mail barcode, and it works like a charm. We use it on our own mailings.

In the near future, our seamless acceptance process will enable us to share information electronically for scheduling drop-off appointments (eliminating waiting), providing mailing manifests and paying postage. If we know ahead of time when mail is coming in, what kind of mail it is and where it's going, we'll be ready for you. And, every barcoded container will be scanned as it's unloaded from the trailer. This streamlined, paperless system will save time, increase accuracy and help control both of our costs.

With the Intelligent Mail barcode, we'll also be able to verify postage and preparation during processing—another important time saver. While processing your mail, we can let you know electronically if there are any bad addresses or barcodes. With this information, you can prepare a better quality mailing next time, saving time and money while you increase your mailing's effectiveness. And, we can act on the information to correct system problems to improve service.

And as with the Intelligent Mail barcode, which improves the business mail entry process, we've been working to make every transaction with the U.S. Postal Service quick, easy and convenient.

These new approaches—seamless acceptance, mail tracking and real-time feedback on mail quality—will enhance the value of mailed print and drive even more growth to direct mail.