Experian Launches Direct Mail Tracking Service ePIN+
Experian, Orange, CA, has launched Experian Postal Information Network Plus (ePIN+), a service that allows marketers to track mail electronically as it moves through the mail processing system.
According to the company, ePIN+ will allow marketers can modify direct mail offers and messages in mid-campaign, synchronize telemarketing programs, and augment direct mail pieces with other advertising media, all while measuring their return on investment prior to receiving responses from prospects and customers.
When the process is used, each direct mail piece is sorted using the USPS’ Planet Code barcodes. These barcodes are used to track pieces of mail at various locations and operations. This information is then sent electronically to Experian’s data collection system, which is updated several times daily. Experian then matches the data to a direct marketer’s original mail file and supplements this information with demographic information from Experian’s Insource database, which contains data on 98% of all U.S. households.
