ANATOMY OF A GREAT MAILER In our industry, all mailers should be striving for greatness. Here are some tactics you can implement to make sure you
— and your mail operation — stand out from the rest.
By Mark Rheaume
he mailing industry is exciting, challenging, and rewarding to those who have chosen it as a career. It is interesting to learn about all the factors that enable a mail piece to travel from one location to another in days for literal pennies. Personally, as someone who knows about all the “moving parts” within the industry, it amazes me that this efficient mail delivery happens each day for hundreds of millions of pieces. With all due respect to the United States Postal Service (USPS), the brilliant people who produce and manage the mail the USPS processes deserve a great deal of credit for the effective and efficient movement of mail.
MARCH-APRIL 2018 | MailingSystemsTechnology.com
I have been in this industry for a long time. Throughout my career, there have been successes and failures that have taught me a great deal. Recently, I have been pondering what the great mailers do differently in order to make their operations and organizations so successful. Mailing is not rocket science, but in my experience, there are disciplines and features the “great ones” share that set them apart from the rest. GREAT MAILERS ENSURE THAT MAIL PIECES MEET USPS REQUIREMENTS Great mailers work closely with the USPS and understand the regulations for the mail classes and types of mail they produce. They openly share this information across
their organizations and expect their peers to produce designs and campaigns that are compliant with the regulations while allowing adequate time for them to be delivered to meet the needs of the organization within the appropriate USPS service standards. Great mailers expect their internal customers to learn about mail; after all, it wasn’t so long ago that the USPS was the only choice for delivery, so people did their jobs on time rather than relying on expedited delivery options or unnecessary transportation of mail to the USPS. I understand that transporting mail in some mail classes is a standard practice in our industry. It has a place and, in most instances, it is an acceptable standard
Mailing Systems Technology Mar/Apr 2018