• OmniChannel Marketing Roadmap

The Three-Step Roadmap for MSPs and PSPs to Accelerate Attribution

MSPs and PSPs of any size can evolve beyond print fulfillment. Follow our proven three-step roadmap to add mail tracking, Informed Delivery, and full OmniChannel attribution — boosting client ROI and growing your margins.
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Transform from a Mail Service Provider into an OmniChannel Marketing Partner

As a Mail Service Provider (MSP), Direct Mailer or Print Service Provider (PSP), you face rising postal costs, evolving client expectations, and digital competition. There are three paths forward- dying, surviving or thriving. Top MSPs are adapting to these market changes by evolving their business models to become OmniChannel marketing partners, creating sustainable growth and higher margins.

This evolution isn’t limited to large direct mail providers. BCC Software and MindFire have developed a proven three-step roadmap that can transform direct mailers of any size, putting you on the path to improved response rates, higher margins, and demonstrable ROI for your clients.

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The Three Steps to Attribution Success

The Engine of OmniChannel Marketing
Providing attribution for both online and offline marketing activities is the key capability that drives and demonstrates value for your customers. As you progress through the roadmap steps, you accelerate your attribution capabilities, simultaneously increasing your value while improving customer results.
1
STEP 1

Leverage the IMb. Add Mail Tracking for Predictability

As a direct mailer, you start the journey of a mailpiece with the Intelligent Mail® Barcode (IMb). By merely inducting direct mail to the postal service, two of the three value propositions of mail tracking- predictability and accountability- are lost. Without proper tracking, you lose visibility of where the mail is and can’t predict delivery timing—two critical elements that clients increasingly expect.

Don’t stop at the IMb. Take the first step by implementing BCC Software’s Track N Trace® (TNT) intelligent mailpiece tracking. TNT leverages USPS® Informed Visibility® technology to provide:

Predictability: Know exactly when mailpieces will arrive

Accountability: Document delivery with detailed reporting

Visibility: Track from initial drop to final delivery in real-time

Analytics: Generate custom reports that demonstrate value

Mail tracking data has become more granular, reliable and essential. With enhanced mailstream visibility, you can help clients understand which communications reach their targets and which campaigns generate the highest ROI—insights that position you as a strategic advisor rather than just a mail producer.

2
STEP 2

Use Informed Delivery® to Fast-Track Your OmniChannel Journey and Become a Default USPS® Promotion Choice

Using Informed Delivery® (ID) is the transformational step that opens the door to true OmniChannel marketing. Most mailpieces qualify for the USPS 1% ID promotion available year-round, making this a default choice for cost-conscious mailers. Setting up this promotion in the Business Customer Gateway is easier that you think.

Implementing Informed Delivery delivers multiple benefits:

Synchronized touchpoints: Combine physical mail with digital impressions, taking advantage of the average seven scan points from induction to delivery with the addition of MindFire OmniChannel marketing “priming the mailbox”

Immediate attribution: The BCC MindFire solution links the ID digital ride-along image to a Personalized URL (PURL), not a generic URL, enabling accurate tracking

Increased engagement: Boost response rates by up to 20-30% 

Cost savings: Reduce postal costs by stacking with other available USPS® promotions

Value transformation: Shift from “price per piece” to “value per campaign” conversations with clients. Create new value by going beyond cost savings, advising ways to improve campaign success and enable data-based decisions

By combining mail tracking with Informed Delivery, you’ve already begun the OmniChannel journey. The final step brings these elements together for comprehensive campaign attribution.

3
STEP 3

Master OmniChannel Marketing for Maximum Attribution

Complete your transformation with MindFire’s comprehensive campaign efficacy dashboard. This final step accelerates your ability to report attribution and campaign effectiveness, enabling you to move beyond one-off jobs to recurring revenue programs as a strategic marketing partner.

With MindFire’s solution, you can:

Demonstrate OmniChannel channel lift: Document the 20%+ increased response rates that OmniChannel campaigns deliver 

Attribute all activities: Report unified data from both physical and digital marketing channels

Provide actionable insights: Deliver data-driven recommendations, measurable results, and clear ROI metrics

Create recurring revenue: Transition from project-based work to repeatable programs with predictable income by delivering more value to your clients 

Increase margins: Command higher pricing for higher-value campaign management

Grow client budgets: Demonstrate the net revenue potential generated per OmniChannel campaign dollar

By completing all three steps on the roadmap, you’ll transform into an OmniChannel marketing partner positioned to thrive in today’s competitive landscape.

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Ready to Begin Your Transformation?

Contact us to learn more about implementing this three-step roadmap in your business. Our team will guide you through each step of transforming your mail service operation into a high-value OmniChannel marketing provider.
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