Full-Service Intelligent Mail: “Big Data” for Direct Mail As most mailers are aware, the U.S. Postal Service has withdrawn its proposal to make the use of Full-Service Intelligent Mail a requirement for claiming automation discounts. This change is the result of a Postal Regulatory Commission (PRC) ruling, which held that requiring the use of Full-Service to claim these discounts in conjunction with the January price increase would result in increases
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in excess of the inflation-based cap. But whether it is required or not, the information available through Full-Service has the potential to be the “Big Data” that powers greater value and efficiency for direct mail marketers.
Relational Database Full-Service Intelligent Mail provides marketers with a relational database that ties
MAY - JUNE 2014 a www.MailingSystemsTechnology.com
By Kurt Ruppel
together all aspects of a mailing — from manufacturing through in-home delivery. By uniquely identifying each mailpiece, handling unit, and container, we can use processing scans not only to better predict and target mailpiece delivery, but also to better understand response activity. We can then apply what we’ve learned from the current campaign to improve outcomes for future campaigns.