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Anyone who works with the United States Postal Service® (USPS) knows their penchant for using acronyms, and the Intelligent Mail (IM) program is no different. One of the areas that causes confusion for mailers is the registration for and use of Mailer Identification numbers (MID’s) and Customer Registration Identification numbers (CRID’s).
The Mailer ID is a numeric identification number which is used by the USPS to identify a mail owner or mailing agent. The MID must be included in the IM barcode and in the electronic files and documents that are submitted to the USPS for IM. The MID is either a 6-digit number or a 9-digit number, based on historical mail volume or the need to maintain the 45-day uniqueness requirement. For example, mailers can manage the 45-day uniqueness requirement for 1 million pieces of mail using a 9-digit MID (9-digit MID’s allow for 6-digit serial numbers in the barcode), whereas it can be managed for 10 million pieces with a 6-digit MID (6-digit MID’s allow for 9-digit serial numbers in the barcode). Alternatively, multiple 9-digit MID’s can be assigned for increments of 1 million pieces as another method of managing the uniqueness requirement.
The Customer Registration ID is also a numeric identification number (up to 15 digits) which is used to uniquely identify a USPS customer at a location. Essentially it identifies the various physical locations of customers. For example, if a USPS customer has five different mailing facilities, they will be assigned five CRID’s, one for each physical location. The CRID’s are used in the electronic files and documents for IM, but are NOT included in the IM barcode.
These MID’s and CRID’s may be applied for using the Business Customer Gateway. Mailers should allow for 2 to 5 days for this application process. There are some situations which may require that these applications be made manually using hard copy forms; if applicable this will be specified on the Business Customer Gateway.
As part of the IM program, the various participants in a mailing are uniquely identified using these MID’s and CRID’s in the electronic files and documents, and also by specifying the relationship between the various participants. This is known as the “By/For” relationship.
For example, a mailing may involve a mail owner, a mail preparer, and a logistics provider. The mail owner designs the mailpiece and pays the postage, the mailing is printed, sorted and mailed BY the mail preparer FOR the mail owner, and the mail is transported and drop ship appointments are made BY the logistics provider FOR the mail owner to drop ship entry points. Since each of these participants is involved with some portion of the electronic transactions with the USPS for the mailing, they must all be identified.
Every mailer has their own unique needs, so it is important that mail owners work with mail service providers to determine which MID to use for the barcodes, and to correctly assign the BY/FOR relationships. In addition, delegation of data can also be done using what is called “Cast of Characters.” For example, if a mail owner utilizes a fulfillment bureau to handle their address corrections from the USPS, the mail owner can delegate the receipt of the Address Change Service (ACSTM) data to this fulfillment bureau.
The real key is to map out your process flow for your mailings, including all of your service providers. You can then use this information, along with mail volumes and frequencies, to help manage the uniqueness and to properly register for and utilize the appropriate MID’s and CRID’s.
The USPS has numerous guides and checklists available on their Rapid Information Bulletin Board Site (RIBBSTM), and has recently added a PowerPoint presentation specifically explaining MID’s and CRID’s. Mailers should access these resources and devote some time to reading and understanding these documents. Although this may seem tedious, it can actually help save you time as you go through the IM integration process.
Monica Lundquist, Postal Affairs Manager, Window Book, Inc.
If you have been working on integrating Intelligent Mail (IM) your mailing processes, you already know that there is much more to this program than just a new barcode. In fact, printing the barcode may be the least complex part of the whole integration!
If you are just getting started with IM, or have not yet begun, you really ought to devote some time and planning to your integration process. If you think you can just ignore it, hoping it will all go away, think again. The United States Postal Service® (USPS) has invested millions of dollars in the IM program, and it really is the next generation of technology for mailing. Mailers who do not embrace this new technology will find themselves left out in the cold; unable to participate in the latest postal initiatives. Before you pooh-pooh the whole idea as not worthy of any investment in time or resources, consider the following:
The USPS is implementing a postal discount for mailers using IM, effective November 29, 2009. While the discounts don’t sound like much ($.003 per piece for First-Class and $.001 for Standard, Periodicals and Package Services mail), these small amounts can add up quickly for large volume mailers. This initial discount is only the beginning; at some point in the future, many discounts will be tied to the use of IM.
Use of IM allows you to take advantage of a number of mail tracking options. You can track individual pieces of mail or just containers of mail. This information can be extremely valuable to better pinpoint delivery dates of mail. This can help you or your clients in any number of ways:
- Timing your direct mail message to related television, radio, newspaper or internet marketing messages.
- Planning your staffing and other resources in call centers, product warehouses, shipping centers, retail stores, or internet sites.
- Longer term analysis of direct marketing efforts to pinpoint the most successful times of the year, days of the week, etc.
IM also allows you to have proof that your mail has entered the postal stream and more importantly, you can track it through the USPS processing chain.
For mail service providers, if you don’t offer IM, your competitors will! Most businesses can’t afford to lose work for any reason, and never has that been truer than in this challenging economy. Before you dismiss IM as being too costly or time consuming to implement, consider the potential cost of lost revenue if you delay implementation or elect not to do so at all. IM is a critical part of just staying in the game at this point, so make sure you take this into account in your financial analysis.
IM helps improve address accuracy. With Full Service IM, mailers receive free ACS (Address Change Service). This service, which currently has a price of $.26 per correction, is FREE with Full Service IM and can provide up-to-date address information for your customers and prospects who have moved. Moreover, this service also provides helpful error codes on addresses which may not involve a move but may not be entirely accurate for postal delivery purposes. Keeping addresses current and accurate not only saves postage, but helps you stay in contact with your customers.
IM helps streamline mailing processes and reduce paperwork. Part of the USPS cost savings of the IM program comes from the requirement to submit electronic documentation via the internet. This cost savings accrues to mailers as well, in reduced costs for printers, paper, toner, etc. and reduced administrative costs of processing and storing all the hard copy documentation. This can also result in reduced amounts of time to process and present mail to the USPS and reduced time for mail verification and acceptance by the USPS.
If you are still procrastinating on integration of IM, don’t be afraid. There is plenty of help available. The USPS has numerous online guides and other information available, including recorded tutorials. Many of your suppliers, such as software vendors, logistics suppliers, mailing equipment manufacturers, etc. can offer all kinds of assistance and educational materials. Mailing and other industry associations can also provide a wealth of information. You need look no further than your local Postal Customer Council (PCC) for help and interaction with other mailers in your area who are also implementing IM.
The November 29 implementation date for IM discounts is just around the corner. The full impact of IM will go far beyond that date however, and the sooner you get on board, the sooner you can take advantage of the many benefits of IM. Don’t delay!
Monica Lundquist, Postal Affairs Manager, Window Book, Inc.
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