Mary Ann Bennett

If you’re in the direct-mail business, you’ve probably been working overtime to learn all that you need to know about Intelligent Mail®  barcodes (IMBs). Representing the first mandated bar code change from the U.S. Postal Service (USPS) in 30 years, they’re game-changers for every printing company that produces material for mailing.

It’s no surprise that one of the goals of the postal rate increase is to reduce the amount of mail that does not have high enough address quality to reach its destination. But be that as it may, “People make the assumption that they have got good, clean, updated databases,” says Mary Ann Bennett, president and CEO of mailing consultancy The Bennett Group. “Clearly they don’t, or the post office would not be forcing these requirements on people in an effort to reduce their undeliverable-as-addressed mail,” she adds. What mailers should be doing, according to Bennett, is evaluating their existing databases to determine their

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