MediaBuyerPlanner: Vertis Communications is using the capabilities of the USPS’s Postnet and Planet barcodes in order to offer a mail tracking and reporting system.
MailTrail provides marketers with the ability to trace a direct mail campaign’s journey through the mail system, from its initial entry to its projected in-home delivery date, according to the company. It allows for more accurate in-home delivery times, which helps marketers manage planning better, such as for multichannel campaigns and call center resources.
“By accurately tracking response rates against in-home delivery dates, marketers gain a much clearer insight into which days their target consumers are most receptive to responding to their mailing,” says Dave Colatriano, senior vp and general manager of direct marketing, Vertis Communications.
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