Mail quality is an important component to any successful direct mail campaign, which is why the USPS Mailer Scorecard is such a powerful tool. As the direct mail ecosystem continuously evolves, understanding the intricacies of the Mailer Scorecard and learning how to avoid common mistakes can significantly enhance mailing efficiency, reduce costs, and ensure timely delivery. We’ve outlined a Mailer Scorecard overview for mailers, highlighting key aspects of the Mailer Scorecard, common pitfalls to watch out for, and best practices to ensure your mailings are up to standard.
How the Mailer Scorecard Works
The USPS Mailer Scorecard is designed to provide detailed feedback on the quality and compliance of mailings. By utilizing electronic documentation and Full-Service IMb, the Mailer Scorecard serves as a comprehensive report card for mailers, highlighting areas where they are meeting standards and where improvements are needed. The scorecard measures quality metrics relating to Full-Service compliance, Move Update, eInduction, Seamless Acceptance, and Mail Irregularities.
· Full-Service Compliance: The Mailer Scorecard measures how well mailers adhere to full-service mailing requirements. It includes checks on Intelligent Mail barcodes (IMb), electronic documentation (eDoc), and other critical components that ensure mailings meet USPS standards.
· Move Update: The Move Update standard requires mailers to reconcile their mail lists to match Change-of-Address filings with the USPS. This reduces the volume of undeliverable mail and improves delivery accuracy.
· eInduction: The electronic induction process evaluates whether shipping containers are properly documented, and that entry data matches the physical mail.
· Seamless Acceptance: Seamless Acceptance assesses the efficiency and accuracy of mail entry and acceptance processes, which streamlines the verification process and reduces manual handling by USPS staff.
· Mail Irregularities: The USPS reports on processing issues relating to physical mail, including items such as poor barcode quality, label issues, and bundle breaks.
o NEW TO 2024: The Mailer Scorecard now provides images for certain mail irregularity metrics. This provides mailers better visibility into the quality issue being reported by the USPS.
Assessments and Common Errors
The total mail volume submitted each month by an eDoc submitter is aggregated and measured against various quality metrics. A metric that exceeds the allowable threshold percentage for errors will be charged an assessment.
Below are examples of common scorecard errors for mailers:
· Undocumented Pieces: All scanned IMb pieces must be linked to a finalized eDoc submitted within the previous 45 days.
· By/For Errors: The Mail Owner and Mail Preparer need to be properly identified in eDoc.
· Piece Barcode Uniqueness: An IMb must remain unique for 45 days from the postage statement mailing date. If a MID, Serial Number, and Mail Class are duplicated in more than one mail piece, then an error will be recorded for non-uniqueness.
· Nesting/Sortation (MPE): Pieces scanned at the USPS must be sorted within the same tray or bundle that was identified in eDoc.
· Move/Update: An error is logged when the address on a mail piece has not been updated with a recorded Change-of-Address. The USPS reports any addresses with a Change-of-Address record between 95 days and 18 months to capture records that should have been corrected through an allowable move update method prior to mailing.
· Bundle Breaks: When prepared bundles of flat-sized mail pieces break, there is a chance of delays for processing and delivery of the mail, and an increased possibility of damage to individual pieces.
Common Mistakes and How to Avoid Them
Despite the availability of detailed metrics and reports, many mailers continue to make common mistakes that can lead to penalties and delays. Here are some of the most frequent errors and tips on how to avoid them:
1. Inaccurate or Late eDoc Submissions: Electronic documentation must be submitted accurately and on time. Mailers should:
a. Ensure that your data systems are up-to-date and compliant with USPS requirements.
b. Implement automated systems for eDoc creation and submission to minimize errors.
2. Inconsistent Mail piece Quality: Mail pieces that do not meet USPS standards for size, weight, and packaging can cause processing issues. Mailers should:
a. Conduct regular quality checks on mail pieces and bundles to ensure they comply with USPS guidelines.
b. Train your staff on proper mail preparation techniques to maintain consistency.
3. Poor Address Lists: Maintaining accurate address lists helps reduce undeliverable as addressed (UAA) mail. Mailers should:
a. Use USPS-approved Move Update methods and regularly update your address lists.
b. Track and analyze Move Update performance metrics on your Mailer Scorecard to identify areas for improvement.
c. Implement strict data entry standards and routine audits.
Best Practices for Optimizing Your Mailer Scorecard
To make the most of the Mailer Scorecard and avoid common mistakes, consider implementing the following best practices:
1. Regular Training and Education: Keep your staff informed about USPS standards and Mailer Scorecard metrics. Regular training sessions can help ensure that everyone involved in mail preparation and submission understands their roles and responsibilities.
2. Monitor Performance Metrics: Regularly review your Mailer Scorecard metrics to identify trends and areas for improvement. Utilize the drill down features to research metrics in greater detail. Look into setting up mail quality data feeds from Informed Visibility to automate and better manage Mailer Scorecard reporting. Set performance goals and track your progress over time. Use the insights gained from the scorecard to make data-driven decisions and optimize your mailing strategies.
3. Invest in Quality Control: Implement robust quality control measures at every stage of the mailing process. From address validation to mail piece preparation, ensure that all aspects of your mailing operations meet USPS standards.
4. Use Available Technology: Leverage technology to automate and streamline mailing processes. Use advanced mailing software to manage address lists, create eDoc, and track mailings. Automation can significantly reduce the risk of human error and improve overall efficiency.
5. Engage with USPS Resources: Take advantage of the resources and support provided by USPS. Attend webinars, participate in training programs, and consult with USPS representatives to stay informed about the latest updates and best practices.
Understanding the Mailer Scorecard and avoiding common mistakes is essential for any direct mail campaign. Closely monitoring key metrics, implementing best practices, and staying informed about USPS updates helps mailers improve mail quality, reduce costs, and ensure timely delivery.
The Mailer Scorecard is available on the USPS Business Customer Gateway. If you have questions about using the Mailers Scorecard, reach out to the USPS Business Acceptance Solutions analyst in your area. Contact information for analysts is available on PostalPro.
Nick Lethert is a mailing industry expert at IWCO, specializing in postal affairs and direct mail optimization.
This article originally appeared in the July/August, 2024 issue of Mailing Systems Technology.
