Traditionally, mailers have relied on back-end process to verify their success. Mail tracking allows you to coordinate multiple-tier marketing programs, with direct mail serving as jumping-off point. This new technology allows you to successfully implement timed triggers for direct mail response via telemarketing, or initiate additional waves to forge even stronger customer connections.

By closely monitoring campaigns, mailers can more fully determine which concepts work best and maximize their investments with better follow-through. All of this makes it entirely feasible that direct mail will maintain its position as a premier channel for coupons and daily specials, and preferred method for one-to-one communications.

So what is mail tracking? You might be familiar with list seeding or other services that can assist in mail tracking, but United States Postal Service’s Confirm program is more robust: directly integrated with USPS process, it is fast achieving prominence among mailers looking for tracking resources with broad-based, real-world utility. Confirm allows mailers to identify and track individual mail by placing a PLANET Code on mailpiece. (The PLANET Code is similar to traditional POSTNET barcode format; only difference is a reversal of long and short bars.)

How does it work? The PLANET Code is typically placed in address block of letter, flat or periodical mailpiece. This PLANET code is scanned and logged by postal equipment at various points as it traverses postal system. The postal equipment records PLANET Code, POSTNET barcode, processing facility, sort operation code, and processing date and time.

Once scan is read, data is distributed electronically. This data can indicate where a particular piece is located in system and provide reliable estimates of delivery to customer. PLANET Codes can be used on reply mail as well. The first time I mentioned this to a catalogue professional, his response was enthusiastic: “Wow — you mean I can better predict staffing levels needed to process orders when they are received?"

Here are just a few examples of how PLANET Code tracking can work for you. Imagine tracking outbound high-value items — invoices, for example — as well as inbound payments they generate. This system works equally well for outbound check payments, too.

Are You Ready?

Recent surveys indicate 65 percent of everything printed is eventually mailed. If your printing jobs follow this pattern, you could be ready to incorporate mailing services into your business.

Step one is to review your mailing-service plans with key customers, whose buy-in is critical to your success. These discussions will provide a better understanding of what it will take to get job done, which in turn can strongly influence initial software and equipment priorities.

Likely components may include a workstation (minimally, a powerful desktop PC equipped with USPS-approved presorting software); an inkjet addressing machine; work tables for staging; a strapper, tabber, postage meter and scale; plus a conveyor, inserter, and assorted supplies. Naturally, you’ll need additional floor space to accommodate this equipment; most mailroom floor plans suggest a minimum requirement of 400 square feet.

Investment Costs and ROI

Speed, volume, and mailing class all significantly influence initial cost outlays. An occasional mailer — handling postcards with small runs, for instance — can probably get started with little more than $15,000 in startup expenses; larger-scale operations may require a substantially greater initial investment.

Don’t let price tags scare you away: with an expected average revenue of $.07 per piece mailed, a $15,000 investment would take roughly 215,000 pieces of mail to break even. And depending on nature of your planned mailing services, you could even repurpose existing equipment or buy refurbished hardware resources until you’re on your feet.

As you shop for mailing solutions, you’ll notice cliché “You get what you pay for” applies far more to hardware purchases than to software, where big performance can come in remarkably cost-effective packages. How can you tell what software is right for you? Start with basic USPS qualifications:

* CASS: Coding Accuracy Support System certification — confirming use of up-to-date ZIP + 4, carrier route and 5-digit ZIP coding data — is a must for any presorting software. * PAVE: Presort Accuracy, Validation and Evaluation certifications vary by sorts and mail classes. Is software PAVE-certified for types of mail you expect to handle? * Visit www.ribbs.usps.gov/files/vendors/paveflis.rtf for a list of PAVE-certified software vendors.

The USPS: Intimidating, but Manageable

Don’t let postal rules frighten you away from potential new revenues! Requirements set by United States Postal Service for mailings are undeniably complex, but resources are everywhere that can help you stay compliant, productive and profitable in your new venture.

First, trust your mailing software: those CASS and PAVE certifications prove it’s been programmed to follow ever-changing postal details. Also, many software developers offer free technical assistance; some even train their support staff in mailing details as well as software itself. The right provider will be happy to hold your hand until you are comfortable with their product.

Instead of trying to achieve mailing “expert” status overnight, pace yourself by becoming well versed in regulations that apply directly to mailing needs of your key customers. The USPS posts latest regulation changes in Domestic Mail Manual (find it at pe.usps.gov/text/dmm300/dmm300_landing.htm), and plenty of other free publications are available to walk you through essential postal rules.

Safety in Numbers: Professional Mailing Resources