With Christopher Lien
ligent Mail barcode (IMb) that provides the visibility into the mailstream and the accountability that we need to ensure that a piece was created, inducted and is being processed through a network. Predictability is based in historically tracking mailpiece visibility. Thanks to the IMb, we have been able to gather unprecedented data that allow us to make assumptions based on past delivery performance. We will need to work to rebuild this predictability by gathering data in the new network environment. For now, we have to look for ways that transcend barcodes and addressing, and truly get back to the heart of what I believe is the next frontier: Intelligent Mail. The Intelligent Mail barcode is just that: a barcode. When we create an effective mailpiece as part of a multi-channel message, and then time the process from production to delivery, that’s where I think we truly begin to get into intelligent mail. The systems we use to measure and monitor that are going to be critical this year. The Postal Service is providing IMb tracking information free to their customers this year, and no doubt they did this as an additional carrot dangled to encourage people to adopt Full Service Intelligent
Mail. However, that alone isn’t going to be sufficient to create intelligent mail. It takes software. It takes systems. It takes meaningful reports that can decipher a flood of data. Organizations that are able to manage a full supply chain from message creation to address cleansing to astute mail preparation to visibility for tracking and message response are going to be the ones who will emerge with a measurable ROI that’s rooted in truly intelligent mail. We are excited about this year, and we know that many of the software providers will be working closely with the Postal Service as they implement the network changes. Software solutions can help keep customers informed and actively engaged in the rebuilding of intelligent mail and effective communication. Yes, mailers now have access to free IMb tracking data for their specific mailpieces. However, translating the IMb data into actionable information to drive business and enhance the overall message effectiveness is where software comes into play. That’s where technology needs to be leveraged. a Christopher Lien is President of BCC Software, Inc., a BELL + HOWELL Company.
www.MailingSystemsTechnology.com a JANUARY - FEBRUARY 2012
9