MAILCENTER: Proximity: Key to 'Open, Distribute'

The U.S. Postal Service's Open and Distribute program allows mailers to send bundles of presorted mail pieces to postal facilities located closer to where the item will be delivered. Mail gets to recipients faster, on a more predictable date and, in many cases, for less money.

Previously, this program was referred to as Express Mail and Priority Mail Dropship. The new Open and Distribute program allows mailers to use the USPS's expedited network for transporting presorted bulk mailings to postal facilities within one to three days.

Predictable time of delivery is vital for time-sensitive offers, such as coupons. It's sometimes less expensive to package bundles of presorted mail with postage applied at the destination entry rates and add the cost of Priority Mail Open and Distribute transportation—the total cost will still be less than bringing mail to the local Post Office.

Presorting mail is the first step to taking advantage of this program. Next, take the trays or sacks that are drop-shipping to a particular BMC, SCF or AADC and apply the appropriate tray or sack tag to the container. (Remember, they have to be strapped individually first, then strapped together).

Next, apply a special Priority Mail Open and Distribute label with the Delivery Confirmation barcode onto the tray. These labels are generated with shipping system software that has the latest mail redirection data from the USPS, to ensure your parcels go to the correct processing facility. (Changes to some of these facilities happen daily, so at least a weekly data update is essential.)

To eliminate the hassle of generating a meter strip for each tray or sack, it's more efficient for your software system to also generate a manifest. This will account for each piece so you can track the progress of the delivery of each container.

Peoples is CEO of Window Book, Inc., a software/services firm aiding companies that mail and ship. www.windowbook.com

The USPS's multi-million-dollar ad budget is largely print-centric, including millions of two-sided postcards landing last month in consumer mailboxes. Part of its “Today's Mail” campaign, the 4.5×6.25´´ magenta-colored cards tout convenient at-home features, such as online shipping and free, eco-friendly packaging (www.usps.com/household).

During the holiday season, nearly half of the nearly $60 million the USPS will make comes from bulk business mail, such as credit card applications and print advertisements.

Members of PIA/GATF can save between 15% and 64% on shipping prices, thanks to a discount deal with FedEx. Best of all, there are no enrollment fees or minimum quotas. For program details and to enroll, visit www.gain.net or call 800.475.6708.