Why Mail Tracking Matters – By Vertical
September 26, 2018   Dave Lewis

One thing about having more than 100 print and mail service providers as clients is that one gets an understanding of just how many market verticals are served by our industry, and how specific the requirements are for each vertical. We think every piece of mail should be tracked, but here are some of the verticals we work with, and how they can be best served by mail tracking: Political mail:  It’s the first vertical that comes to mind this time of year.  Some applications we have seen (and are seeing):
  • Tracking voter registration and absentee ballot drives - we can show who responded to their local authorities, and when
  • Coordinating door knocking with when mail is delivered
  • Timing of follow-up mailings
  • Proof of mailing to candidates and committees
  • We’re also tracking absentee and vote-by-mail ballots in and out for local election authorities
Extended warranty mailings:  This is a big vertical for many mailers, and timing is everything:
  • Creating outbound telemarketing call lists based on who got the mail today or X days ago based on business rules
  • Leveling delivery volume by day to keep a consistent flow of calls into inbound telemarketers
  • Validation of deliverability of lists
Fundraisers:  One of the biggest verticals we deal with.  They are intensely interested in delivery:
  • Preparing for inbound responses, appropriate staffing
  • Identification of delivery issues that may impact testing results
  • Inbound tracking of Business Reply Mail to measure response rates as soon as they are mailed
  • Documentation of mailing to monitor and measure MSP’s
Renewal mailers:  This may be association renewals, Sustaining Donor campaigns, or periodicals:
  • Inbound tracking allows suppression of subsequent efforts
  • Coordinating email efforts with direct mail
  • Use of inbound tracking in collection efforts
Insurance:  Another big vertical with a lot of requirements:
  • Proof of mailing – Informed Visibility doesn’t prove delivery, but it CAN prove mailing – that USPS has it in their possession. This is now recognized in many states as adequate due diligence of cancellation notices and similar communications.  It is more accurate and much less expensive that certificates of mailing.  Check local and state requirements for your standards – lawyers we are not.
  • Inbound tracking to show that “the check is in the mail” before cancelling or making Dunning efforts
Mail Service Providers:  It’s not exactly a vertical, but it is OUR vertical.
  • Add value to your services
  • Provide proof of mailing, in spite of commingling, co-pal, seamless, and all of those other less documented mailing methods
  • Add a little revenue by adding advance services – coordinated marketing, Informed Delivery, all that fun stuff
Of course, these are just a few of the verticals that pop to mind.  Virtually anyone sending mail will benefit from knowing where it is and when it is being delivered.  What’s your favorite vertical?  We can help you find their best ROI, too!  

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