Bulk Mail Delivery Info from Ashley

Ashley Beck is guest blogging today. She's the Diva on our team responsible for chasing down ALL the mail and letting you know when to expect it in homes. Here are just some tips and things she's learned over the past couple of months.
Be in the know, email us to recieve your very own 2010 Postal Holiday Calendar so you're able to plan your mailers around these days.
As the Diva in charge of Mailplus, I could write volumes on what I have learned about mail delivery. Mailplus is a very important system that we have put in place here at Tri-Auto to make sure that your mail is where it should be throughout the delivery process and getting in homes on time for your sale. To give you a better understanding, here is my basic process: First, on the day that the mail is scheduled to reach the SCF, which I have learned to call “the plant,” I have a tracking number that I enter to see when the shipment has been delivered. I then call that central mail hub, ask for the manager on duty, describe to them the mail piece and how it was shipped, and have them confirm for me that our shipment did actually arrive. Two days later, I call the DDUs (or local post offices), which I now refer to as “the delivery units” to make sure that they are receiving the mail from the plant and getting it out in a timely fashion. From new post office lingo to my buddy Pete at the Fox Chase post office, the things I have learned over this last month will help me most in the future when tracking clients’ direct mail investment if dealers can help me by: · Condensing rather than feathering. The more mail pieces I have to call on in each zip code, the better. If there are 3,000 pieces vs. 300 pieces, the carriers are more likely to see them, and more importantly remember seeing it and carrying them out to homes. · Don’t push the timeline. I do everything I can to make sure that mail gets in homes 2 days after it was delivered to the central hub, but please understand that if the plant doesn’t receive the shipment until Tuesday the chances are most the mail won’t be in homes until Thursday. · Previous late mail? Let us know!! Tell Steph when you’re picking sale dates or Katy while you’re picking the mailing list. They will give me the heads-up so we can be even more proactive helping your mail through the system.

Bulk Mail vs. First Class

Future clients often ask me "do you use bulk mail?" My answer is..."sort of..." Here's the low down on bulk mail and how it can mean very different things to different industries and companies. The best way to describe is - yes we take advantage of bulk postage pricing, however we do what we can to control the delivery window. If you ask the post office they will tell you it takes 12-15 days for bulk mail to be delivered from the day you send it. If you ask me it takes 2-3 days on average from the day we deliver it. We go to great lengths to ensure this time frame and on average 90% of our mail hits within it. Check out some of the things we do and a few you can control to help your mail delivery here in my MailPlus post from this summer. So, to the real match up today-First Class vs. Bulk Mail. Which is it? It does depend on what and who you are mailing. As long as you are doing at least 3,000 pieces in a realistic area around your dealership I'm going to say Bulk Mail all the way. Why?

1. It's CHEAPER-much cheaper
2. It's trackable-after we drop First Class mail there is no finding it-it floats around in post office la la land until it reaches its destination.
3. I trust Bulk Mail through our MailPlus system to be more reliable than First Class.

"Bulk Mail" confusion

In the last 10 years mail delivery has changed drastically. I started at Tri-Auto in 2004. At that time we were one of the very few automotive mail providers in the country using bulk mail postage. Most of the 'big guys' were still using First Class because bulk was unreliable and required maximum effort to even figure out the system. Fast forward to 2009 and my guesstimate is 90% of anyone using saturation automotive mail is mailing in this way (you can obviously also use it for non saturation mail as well). Among this camp there are two ways of getting the mail into homes. They are most commonly referred to as "SCF Delivery" and "DDU Delivery." So just what do those acronyms mean!?

• SCF - Sectional Center Facility. Mail comes in to these large postal hubs and is the dispersed to the...
• DDU - Destination Delivery Unit. ...or your local post office. Postmen and Postwomen deliver the mail from this location.

The difference in the two types of delivery is where the mail is being dropped off. Companies choose which location they "drop" the mail to for different reasons. After numerous conversations with the Post Office we've found dropping at the SCF level to be the most reliable. We were just given stats that 85-90% of DDU's now no longer have the sorting equipment necessary for our type of mail, so if the mail is delivered to them they are just sending it back to the SCF to be sorted anyway. We figure we'll cut out the middle business and just send straight to the SCF where it can be sorted and sent out correctly the first time. On the flip side, I know there are many companies who deliver to the DDU-and all of our systems are different so they may have just discovered another work around. Hopefully this helped to clear up the difference in mail delivery-it's all "bulk" in the end but the additional follow up and attention to detail is what makes all the difference on whether or not your mail is in homes on time. Check here for more info on how we attempt to control our mail AND things YOU can do to ensure your mail is delivering as reliably as possible.

MailPlus Mail Delivery

Here's the latest in my "tutorial series." These post are meant to be educational for future/new clients and as a reference for those that work with us regularly. What is MailPlus? MailPlus is Tri Auto's own Mail Delivery program. The program follows all mail we produce from the time it is sorted and placed on skids until it is in your customer's homes. I'm unable to disclose the exact process but it begins with specific identifiers on your mail. We then follow up with a series of phone calls to the postal hubs & local post offices until we confirm at least 70% of the mail. Once we have confirmed everything you receive a report that outlines when mail should be in homes in the different markets you mailed to. Since the inception of MailPlus in 2007 we've practically perfected the "three day" mail delivery window. Here are a couple of tips to make this program work for you:

• Use fewer zip codes. The fewer zip codes you mail to the larger the amount of mail going to each one. This makes the mail easier for the post office to identify (so our callers can determine where it is) and allows you to get a better grasp on how well that market responds to your mail (via MarketVision).
• Be realistic about your "drop date." Our target in home date is the second day after the mail is delivered to the postal hub or SCF. If your sale starts on a Tuesday, yet you've decided to drop the mail on Monday it is unlikely Tuesday is going to be very strong. If you have questions on when the mail should drop please feel free to discuss that with Katy.
• Clue us in! If this is your first or second time working with us and you have been plagued by late mail in the past--give us a heads up! This also goes for current clients--please let us know if the delivery has changed at all as we progress. We are happy & able to "red flag" jobs for special attention in areas we know have problems with on time mail delivery.