Vertis Communications Launches Powerful Direct Mail Tracking Program
BALTIMORE—August 6, 2007—Vertis Communications introduced today Vertis MailTrailTM, an advanced mail tracking and reporting system powered in cooperation with GrayHair Software. Driven by the United States Postal Service’s next-generation Intelligent Mail Barcode technology, Vertis MailTrail provides marketers the ability to trace a direct mail campaign’s journey through the mail stream, from a package’s initial entry to its projected in-home delivery date.
“Over the past few years, we’ve seen a strong need for offering our clients a powerful and intelligent mail tracking solution to provide a more complete picture of campaign and customer data,” said Dave Colatriano, senior vice president and general manager of direct marketing for Vertis Communications. “With MailTrail, marketers can better understand the correlation between delivery date and response rates, allowing them to strategically schedule mailings for arrival when consumers are most receptive. Additionally, through MailTrail marketers can immediately measure response rates by geographic area, predict fluctuations in call and fulfillment center volume, and improve control and coordination of in-store or multi-channel campaigns.”
The Intelligent Mail Barcode (IMB) technology combines the capabilities of the USPS’ POSTNET and PLANET barcodes, as well as other codes, into one unique barcode system. As direct mail badged with Vertis MailTrail is scanned upon entry and exit by the USPS, the IMB data is captured for interpretation in a report, which marketers can access through their Vertis MailTrail Web portals. A comprehensive set of standard reports powered by GrayHair are available and refreshed twice a day, with specialized reports developed to address client requests.
“GrayHair is committed to developing technologies that help leading companies such as Vertis Communications capture a complete picture of mail delivery campaigns,” said Cameron Bellamy, president and CEO of GrayHair Software. “By working closely with all capacities of the USPS, GrayHair is able to provide Vertis with the mailstream data and intelligence needed to help its clients achieve stronger, more competitive marketing results.”