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MULTICHANNEL MERCHANT » ARCHIVES FOR MIKE YAPUNCICH
There’s been considerable confusion in the industry regarding the new U.S. Postal Service’s delivery point validation (DPV) requirement going into effect on Aug. 1.
Some mailers are under the impression that a piece that is not delivery point validated will not be delivered, and that is not the case at all.
There is a wealth of advanced data management/integration solutions mailers should be using to reduce or eliminate unproductive duplicates being mailed. For example, for every 1 million records mailed, if 1% duplicates are mailed, that is 10,000 duplicates, and if the advertising cost is $.50, that is $5,000 in wasted advertising.
Catalogers and multichannel retailers are facing a number of key issues in the marketplace. But the one issue that is currently on the minds of all who mail flats and catalogs is the huge postage increase scheduled to be implemented May 14. Unless the Postal Rate Commission reduces its proposed increase to flats mailers (which, if it occurs will most likely not happen until sometime after May 14), most flats mailers will see postage increases that will exceed 20%.
The large volume of mail processed by the U.S. Postal Service between Thanksgiving and Christmas can provide challenges to both catalogers and mail carriers. In anticipation of the holiday rush, you should allow ample time to employ sophisticated list cleansing strategies so that you can be sure your mailings reach all of your customers and prospects.
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by Tim Parry
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