Mailing Systems Technology - September/October 2008 - (Page 42) falls within a deliverable range, corrects misspellings and adds directionals and required USPS ZIP Code information. Another tool is Delivery Point Validation, or DPV, which enhances the integrity of Postal Coding by verifying the integrity of the address as a point of delivery. Other data cleansing tools such as checking addresses against the USPS NCOALINK system prior to mailing will have a significant impact on the accuracy of mail, which means it’s deliverable and more valuable. Location intelligence and the increased use of transpromo applications are also driving the value of mail with more targeted and personal mailpieces. Location intelligence data includes the demographics, economics, physical geography and other characteristics that pertain to location, in other words the spatial environment in which businesses operate. That geospatial data becomes increasingly important to mailers when it is collected and analyzed to help mailers precisely match media and marketing messages to targeted households. This means that each mailpiece received by a customer tells a compelling and relevant story with information on a product or service that is useful to them. Another opportunity for mailers to add personalization to mail is with transpromo applications or what is commonly referred to as statement-based marketing. Adding personalized advertorials directly to the white space on bills or statements is much more efficient than sending additional materials or including an insert with a statement. As a result, mailers save financially, reduce their environmental impact by eliminating paper and printing waste and ultimately pass those savings on to the customer. Coupons are another way to pass savings on to the customer. This trend is especially popular when businesses have a recurring relationship with a particular customer base, such as restaurants or hotels. With 19% of global consumers using coupons more in a down economy (according to a 2006 AC Nielson Consumer Report), mailings with coupon offers can be priceless. Enhancements to the mailpiece with targeted coupons and messages are a part of a much broader initiative to make mail more relevant and valuable for customers.The Postal Service’s progress with its transformation plan and the industry’s adaptation to recent technological advancementssuch as transpromo applications, the IntelligentMail Barcode and enhanced address quality software will have a positive influence on the future capabilities of the mailing industry. These new technologies have the power to make mail more targeted, efficient, accurate and valuable for customers. However, the industry must also recognize the importance of the challenges posed by Do Not Mail legislation, the public misperception of the environmental impact of mail and the continued collaborative effort needed to implement the Intelligent Mail Barcode. In the coming months, the industry must work together and build on the strengths and benefits inherent in mail to continue to provide critical services to customers to remain sustainable for future generations. John L. Campo is Vice President, Postal Relations, for Pitney Bowes Inc. For more info, please visit www.pb.com. FOR ALL YOUR DIRECT MAIL, PACKAGING EQUIPMENT & SUPPLIES! YOUR #1 SOURCE ONLY $599 MCS Inkjet Array Works in-line with Lasers or off-line. Up to 50 straps per min. SEMI AUTOMATIC STRAPPER + SHPG Shrink speeds from 4 to 150ppm High Speed Stamp Affixing In-Line with Inserters or Off-Line as Stand Alone! New Vacuum Style Base designed to replace your old meter base. Try our New Low-Temp Shrink Film � Heavy Duty Construction � Cycle Speeds to 18,000 p/hr � Use your existing Postmatic Stamp Affixing Equipment � Replaces Pitney Bowes® or Hasler® meter bases Get all the details today: � Use with feeder for offline � Extended Models available for use when ink-jetting 888-784-6046 2397 VON ESCH RD. • UNIT K • PLAINFIELD, IL 60586 WWW.THOMPSONDIRECT.US • PHONE 815-609-5164 • FAX 815-609-5179 Thompson Direct, Inc. | POSTMATIC, INC. www.postmatic.com Minneapolis, MN 55433 Phone: (763) 784-6046 Fax: (763) 784-9433 42 SEPTEMBER-OCTOBER 2008 WWW.MAILINGSYSTEMSTECHNOLOGY.COM http://www.pb.com http://WWW.THOMPSONDIRECT.US http://www.MailingSystemsTechnology.com
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