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NPF Day 4 Highlights: Understanding Mailer Scorecards

Kurt Ruppel

The sessions that my colleague Bob Rosser and I presented at this year’s National Postal Forum (NPF) were all focused on mail quality and the Mailer Scorecard. We weren’t the only ones tackling this subject – it was one of the most popular seminar topics at NPF. All the sessions were well attended, and the audiences were fully engaged, asking many insightful questions. As part of our farewell to the 2015 National Postal Forum, we wanted to answer a few basic questions about arguably the show’s most important topic.

What is it?

The Mailer Scorecard is a tool that allows mailers to monitor and continuously improve mailpiece quality and data accuracy. It leverages Intelligent Mail data to evaluate a variety of metrics related to mail preparation and induction. Scorecards provide insight into mail quality related to Full-Service, Move Update, eInduction and Seamless Acceptance.

Why was it an important topic?

The Postal Service is moving toward evaluating mail based on the accuracy of electronic mailing documentation and how well that matches passive scans of pieces, trays and pallets as mail moves through the USPS processing network. One change in measuring mail quality is that, rather than evaluating quality on a mailing-by-mailing basis, these new metrics are measured against thresholds across a calendar month. Another change is that these new evaluations are “census” reviews of all mailpieces, rather than the current sampling procedures.

What lies ahead?

The interest we’ve seen in Mailer Scorecards at the NPF is most likely driven by the Postal Service moving toward using quality measurements, reflected in the scorecard, to drive additional postage assessments if errors above the thresholds are found in any of the metrics at the end of each month.

It’s good to see the focus on Mailers Scorecards. Not only will understanding and monitoring scorecards and mail quality be key to avoiding postage assessments in the future; it is also important because mail quality drives mail performance in the following ways:

  • High quality mail drives efficient processing and timely delivery and more robust return on marketing investment (ROMI).
  • High quality mail also reduces processing costs for the Postal Service.
  • The enhanced focus that Mailer Scorecards bring to data quality highlights the complexity of the direct mail supply chain and drives tighter interaction among all members of that chain.

Have you checked out your Mailer Scorecard? If not, reach out to your IWCO Direct account team who can connect you to Bob Rosser or myself, and we’ll be glad to help you get started.

That does it for the 2015 National Postal Forum. We hope you enjoyed our coverage and would encourage you to attend next year’s event in Nashville!

05-21-15_2015-NPF_Kurt-with-PMG-Brennan
Kurt Ruppel chats with Postmaster General Megan Brennan outside the Anaheim Convention Center at the 2015 National Postal Forum.

link https://www.iwco.com/blog/2015/05/21/2015-national-postal-forum-mailer-scorecards/
Kurt Ruppel

Author

Kurt Ruppel

Director Postal Policy and Marketing Communications and graduate of Utah State University. Bringing the “all of us know more than any of us” business philosophy to IWCO Direct for more than 30 years (oy!). Three-time IWCO Direct President’s Award winner, Vice Chairman of the EMA Board of Directors, bicycling enthusiast, and Ohio State Buckeye Football fan.

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