This article appeared in the November 2020 issue of NPSOA Magazine.
Our industry continues to operate in a state of constant evolution, and the COVID-19 pandemic is no exception. Paired with a tumultuous and intense election cycle, there has never been a more important time to re-evaluate your business operations and make sure your mailing software is up to par.
Areas to Evaluate
There are several key areas that warrant evaluation when it comes to succeeding within this industry. One of the most critical is compliance – data quality is a must. Staying in compliance enables your business to be better protected against costly mistakes, reduces issues such as Undeliverable as Addressed (UAA) mail, and allows you to make every mailpiece count. In order to make sure you’re staying compliant, look to software solutions that provide high quality data services and gain peace of mind knowing your address lists are always up to date with correct information.
Another key area to evaluate is making sure your software can keep up with the continual innovation coming from the USPS®. Leveraging technology such as Informed Visibility® and Every Door Direct Mail® (EDDM®) has become essential. The software you use should allow you to take full advantage of the latest USPS advancements and promotions.
Mailpiece tracking is another critical area when it comes to succeeding in this industry. This is especially relevant now with all of the recent changes happening at the USPS. While recently released performance metrics by the USPS in September 2020 are beginning to show a gradual return to pre-pandemic numbers, regional performance issues are still being reported by mailers. This is why a service like BCC Software’s Track N Trace® is so important. With TNT™ you can gain better visibility into the mailstream, enabling you and your customers to drive better performance across business operations. Utilizing Informed Visibility® technology, TNT provides unbeatable mailpiece intelligence and reporting.
Tracking is especially relevant during election season as well. Don’t just do a mailing then forget about it until the next election cycle. Follow up with customers to review the mail campaign results. For example, act as a consultant and review and discuss the mail tracking results. Ask, was this helpful? Did it help to see when mail arrived or knowing when responses would arrive? Ask your customers, did you see increases in donations, attendance at town halls, voter turnout? Did you see decreases in wasted postage and increases in ROI? How did the mail responses compare to digital, radio or TV? Mail tracking provides measurable results that are not always easily provided from other channels such as digital, radio or TV. Providing measurable results will show the value of mail to ensure that customers continue to keep it as a significant part of their marketing efforts.
A Partner You Can Trust
At BCC Software we’re committed to expanded technology, personal support. With over four decades of industry experience, our team of industry experts is active and involved in advocating for the needs of our customers. Backed by unlimited access to our legendary team of USPS Mailpiece Design Certified professional, BCC Software is the smart choice in postal software. To learn more, visit our website at www.bccsoftware.com or by calling 800-624-5234.