PostalNerd - FAQs — Hensley Company

FAQs

Q. Why is the 9-digit ZIP code so important? It is all I can do to remember my 5-digit ZIP code.

A. The good news is that you don’t have to remember anyone’s 9-digit ZIP code when you use Hensley Company for your mailings. Our software finds the correct 9-digit ZIP code so you don’t have to do so.

ZIP stands for “Zone Improvement Plan.” The 9-digit code represents an enhancement to the original 5-digit plan.

Each mailbox, called a DELIVERY POINT (DP), is grouped with other similar addresses to make mail move as quickly as possible. Every piece of mail processed by the USPS goes through Delivery Point Validation to verify that a physical address (street, building number, directional, etc.) exists in the USPS delivery database. Once the specifics are verified, a barcode is put on your envelope so the journey to its destination can begin. If the address cannot be verified, the mail piece goes into a different system that attempts to figure out how to repair the address. This allows the USPS to deliver mail quickly and correctly to the intended recipient.

Q. We would like to try to improve our open rates on mail we send to increase responses on our promotions. Instead of typing the name and address on the envelope, we want to address the envelopes with a nice, personalized-looking script. We won’t write the addresses by hand but want to use a special printer to make it look handwritten. And we want to use our brand’s green ink color on the type. What do you think?

A. That’s a clever idea. While you can do it that way, you just need to know the trade-offs you face in making your marketing decision. Delivery time will be the biggest tradeoff.

USPS machinery needs to be able to quickly read the address and assign it to a distribution route. This is done by way of an Intelligent Mail Barcode.

Here’s what happens when your “handwritten” envelope gets into the system:

· If the address is readable by the scanner, a barcode is assigned. The mail piece then travels on a conveyor until it reaches a tub marked for the USPS facility where it is prepared for final delivery.

· If the address is not readable, and this is most likely the case with the “handwritten” script and green ink, the mail piece goes around the system (think airport baggage claim conveyors) and the scanner tries again.

· If the delivery address still cannot be determined, a photo of the mail piece is made. That photo is transferred the National Customer Support Center where a USPS staffer reviews the image, makes any corrections, relays that info back to Chicago so a computer can create an updated address and affix it to the mail piece.

This rescanning and manual review adds time to the mailing process. So, plan on potentially slower delivery time when you execute your idea.

You might want to consider working with Hensley Company on an A/B test of your mailing. We could randomly address half of the envelopes using the method that will most likely meet the scanning requirements and the other half with the script “handwritten” approach. We can provide you with a report on which addressing method worked with each recipient.

Q. Our marketing team likes to use stamps on mass mailings to be more personal. Unfortunately, typical stamps available are pretty boring. What options do we have to use more interesting stamps that might make our mailings stand out?

A. Each year the USPS releases limited run commemorative stamps. Most post offices carry a small number of most of the new releases. If you would like to order in volume for a specific mailing, we can assist you. It can take a few weeks, so plan early. Also, these are printed in short runs (and not reprinted), so the earlier you order them the better. The USPS does not reprint these commemorative stamps. Once they are sold out, they are no longer available. Most of the releases are in the form of FOREVER stamps which work for a 1st Class letter (under 1 ounce) from the date of issuance. FOREVER stamps do not expire even if the cost of mailing a first-class letter increases. If a particular commemorative stamp is of special interest to your organization, purchase as many as you might think you will need.

Check out the various stamps currently available that might support your mailing. Hensley will be happy to contact the USPS to see if sufficient quantities are available to make your mailing special.

Q. Our team is very creative and keeps coming up with unusual items we want to mail to customers and prospects. Unfortunately, these don’t fit easily into envelopes and we don’t want to put the item into a box. Any suggestions on how to create maximum impact while also saving on postage?

A. At Hensley Company, we take pride in helping our clients achieve their mailing and shipping goals. One of the challenging requests came from Cards Against Humanity, a novelty card game, to help them complete a “wacky” project. They had decided to mail individual potatoes to bring awareness to something that was important to them and their customers. It was important that the potato (and sponsor message) be visible upon receipt.

Over 2000 customers wanted to participate. This meant each potato package would have a sticker with that customer’s name. Talk about a personalized message!

We worked with the USPS staff to figure out the best approach to mailing a potato. Although, the USPS would ideally like all irregular items to be shipped inside a cardboard box, this would not meet the client’s key goal of visibility. Equally important was to not waste food while making a point with the potato.

We held a “Potato Summit” where the client, representatives from the USPS and our staff worked through each phase of the project. Besides the topics you might expect – packaging options, postage costs, tracking options, delivery timing – we had to get a decision by the USPS experts on type of potato to use. It turned out that the Russet potato was our only option. Yukon gold and red skins were too fragile to withstand the USPS machinery processing!

After doing a test mailing, we determined that air holes were necessary to minimize food waste. So, our staff drilled holes into 2000+ plastic bags to keep the potatoes from spoiling during delivery.

Once all the details were finalized, our staff got to work. We prepared shipping labels, bagged the potatoes and worked directly with USPS transportation to pick up the shipments to maximize efficiency for both the USPS and our customer. The customer paid First Class postage, plus an irregular parcel surcharge for the project.

We turned “wacky” into reality. Let us know your wacky idea and together we’ll figure out how to achieve your goal.

Q. The Intelligent Mail Parcel Barcode (IMPb) - Why is it important?

A. The USPS is actually a giant network of machinery, operated by software. The barcode can be thought of as a Unique ID Tracking Number that logs where it is in the network. While not infallible, it provides real-time updates as to where your parcel is in the delivery process. No parcel can move through the USPS system without this barcode/tracking number, just like parcels sent through UPS, Fedex and DHL.

Why is USPS typically cheaper than UPS/Fedex/DHL?

Unlike UPS, Fedex and DHL, USPS is already delivering items to every mailbox on mail delivery days. UPS/FEDEX/DHL all must set up unique destination deliveries. USPS does not have a Residential surcharge like the other carriers. Depending on size, weight and destination, it is sometimes cheaper to use one of the other carriers. Hensley Company reviews those options for you.

Retail vs. Commercial IMPb Pricing:

RETAIL: When a parcel is taken to the counter at the post office, the USPS staff enters the dimensions, weight and delivery address for the parcel. The IMPb is assigned during that process and attached to the parcel. The postage on this is higher than the commercial rate because it is a FULL-SERVICE process. The sender only needs to present the addressed parcel, and the USPS does the rest.

COMMERCIAL: The USPS offers discounted postage rates as part of their “work share” model. When the parcels are brought to the USPS with the IMPb and address verifications already completed, the USPS needs to do less handling and thus passes along those savings in the form of postage discounts.

When Hensley prepares a parcel label the physical delivery address, parcel weights, dimensions have all been verified prior to the piece being addressed. We can check to see if your recipient has filed a change of address with the USPS through National Change of Address. We can also double-check that your list does not contain any unintended duplicates.