Within the last few days, the USPS announced that the required transition to the Intelligent Mail Barcode has been pushed back. Various concerns, including feedback from bulk mailers, led the USPS to back off of its initial Intelligent Mail Barcode implementation deadline of May, 2011.
However, subsequent to publishing this, a new effective date of January 28th, 2013 has been established. Click here for details.
Curious what the implications are for you? Then read on.
Dispelling Myths & Rumors about the Intelligent Mail Barcode: I’ve gotten calls and e-mails from several existing clients who are in a panic because they’re afraid that they will NOT be able to mail once the Intelligent Mail Barcode rules go into effect-this is NOT true!
Why is there so much confusion about the Intelligent Mail Barcode? To understand all the buzz about the Intelligent Mail Barcode, you must start by understanding that there are two main types of bulk mail in the US: 1) Regular Bulk Mail 2) Automated Bulk Mail. The Intelligent Mail Barcode only applies to the 2nd type of bulk mail: automated bulk mail. Those processing non-automated, bulk mail will still be able to mail even beyond the Intelligent Mail Barcode deadline.
What is “Automated” bulk mail and why should I care? Automated mail is bulk mail that receives an additional postage discount beyond regular old bulk mail. While it’s typically more difficult to prepare automated bulk mail, for your trouble, the post office offers an attractive postage discount-typically at least 5 cents apiece-this can add up especially for larger mailings.
Automated bulk mail requires less processing by the USPS and therefore often gets delivered more quickly. Simply put, fewer steps at the post office almost always lead to quicker delivery. This is true EVEN for 3rd class bulk mail (presort standard) and nonprofit bulk mail.
This lower postage combined with typically quicker delivery makes automation an attractive option for many regular bulk mailers. For a more detailed explanation, take a look at my recent post, Save Time & Money with Direct Mail Automation.
When You Look into Your Crystal Ball, What Do You See in the Future For Direct Mail? As the USPS continues to face unprecedented financial pressures as a result of decreased mail volume and the current economic slowdown, I see the elimination of all non-automated bulk mail in the next 5-10 years (perhaps sooner). The reality is that non-automated bulk mail requires too much manual and mechanical intervention for it to be profitable for the USPS.
What does this mean for you? If you plan to continue to keep bulk mail in your communication mix, then you should certainly consider investing in the software & training needed to automate your mail.
Of course, another viable option is to work with a third party bulk mail professional like me. In many cases, the savings in postage when transitioning from non-automated to automated will cover the cost of the mailing professional’s services-this is especially true for larger mailings. This is the equivalent of outsourcing your bulk mailings and getting them done for free!
An additional benefit of outsourcing is the staff time saved by not having to physically prepare bulk mailings. This means that key employees can focus on tasks that represent a better use of their time, or you can simply save payroll but not having to pay an employee to address and sort your mailing. Simply contact me for more details of how this would work and if it might make sense for you.
Although the date has been pushed make, the Intelligent Mail Barcode deadline is still looming. It’s important to stay educated so that you can not only avoid having your bulk mail rejected by the USPS, but so that you can take full advantage of all postage discounts available to you.
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What do you see as likely changes for bulk mailers in the US? Please share your comments below.
The post Breaking News: USPS Pushes Back Intelligent Mail Barcode Deadline appeared first on The Direct Mail Man.
