At IWCO Direct, we work closely with clients to develop strategies to effectively manage drop dates, in-home dates, cycle time and speed to market. All of these tactics at their core have one important concept driving their effectiveness – mail deliverability.
So what is deliverability? We define deliverability as the predictability, speed and certainty of mail delivery.
This is a measure of precisely when mail will arrive in-home and is important for a number of reasons. For example, if an 800 number is used as a response channel, the more precisely marketers can control in-home dates the better they can manage the staffing of call centers based on anticipated response. There’s no need to have a fully staffed call center if the phones won’t start ringing for three more days.
Speed to market
In the direct mail business, “speed sells.” Using techniques such as commingling can deliver Standard Mail deeper into the postal system to achieve faster delivery while providing the postage discounts marketers desire.
Knowing when mail was delivered can also be important. Many direct mail campaigns employ remail strategies, and the offer or decision and timing of the remail piece could rely on whether or not the first piece has been received.
As you can see, deliverability has a significant impact on the success of direct mail campaigns. But deliverability isn’t solely a responsibility of the USPS. If you work strategically with your production partners, front end tactics like trigger programs and commingling can give you greater control of when mail is delivered. The key is finding a partner with extensive knowledge of the USPS along with a postal strategy and production platform to put you in greater control of deliverability.
– Pat Deck
EVP Sales and Client Services
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