The U.S. Postal Service last week proposed a new electronic walk-sequencing service for mailers with built-in mail list protections that will save time and money for both.
The service, which would be optional, would permit pre-qualified direct marketers and mass mailers to replace the manual production and processing of address cards electronically. The manual sequencing process, it was noted “has become too labor intensive and expensive” for both mailers and the USPS.
Postal officials, seeking mailer comments on the idea developed after a series of meetings with saturating mailers and its own technical advisory committee by October 19, said under their proposal mail submitted for electronic processing would contain “seeded addresses known only to the list owner and the USPS.” That, they said will help to prevent the unauthorized use of a mailing list as the mail would be seized and turned over to the U.S. Postal Inspection Service for investigation.
As an added protection, the USPS said the names of participating mailers could “monitor the possible misuse of their rented or leased address lists” through a “password-secured USPS Address Sequencing Service Web site.” The names of participating mailers would be posted on the site for 90 days.Survey.com
Plans for the proposed service were published in the Federal Register on September 19.
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