January / February 2013 issue


January/February 2013


The LoDown 


News and Information  

from the team at Lorton Data

Processing Tips


Handling Residual Mail

With the rate change implemented on January 27, 2013, the USPS® has created a new tier of pricing for Residual Mail - mail with addresses that do not match to a valid delivery point and do not qualify for discounted rates.  "Residual Single-Piece" letters will now cost 48 cents per piece, two cents more than a regular First-Class™ letter.

When a mailing list includes these records, presort programs will place them into the Residual Single-Piece category by default. To avoid the additional two cent charge, you can separate these mailpieces and use the USPS Postal Wizard to create a manual postage statement for this specific group; you should choose the category "Single Piece Retail."  You can then stamp or meter the mail at 46 cents.  Alternatively, just put a First-Class stamp on the mail and drop it in a mail collection box.  

If there are only a few records that default to the Residual Single-Piece category, you will likely find it most efficient and economical to just pay the Residual Single-Piece rate.  For a complete explanation of Residual Letters and Retail Single Pieces, along with a number of scenarios for handling them, please review the USPS PDF.

Did You Know...


The USPS has Published a Yearly Promotions Calendar

To help marketers prepare earlier for its upcoming mail promotions, the USPS for the first time, is publishing a yearly promotions calendar. The 2013 Mailing Services Promotions Calendar includes six promotions designed to generate continued interest in the various uses and benefits of mobile barcodes in direct mail as well as provide opportunities for marketers to be more successful with traditional integrated marketing campaigns.

March 1 - April 30, 2013: 
  • Mobile Coupon/Click-to-Call: Mailers will receive an upfront 2 percent postage discount on the integration of mail with mobile technology.
April 1 - June 30, 2013: 
  • Earned Value Reply Mail Promotion: First-Class Mail Business Reply and Courtesy Reply mailers will receive a 2 cent postage credit for each Business Reply Mail (BRM) or Courtesy Reply Mail (CRM) piece that is scanned in the postal network.  
August 1 - September 30, 2013: 
  • Emerging Technologies: Providing an upfront 2 percent postage discount, this promotion is designed to build on the successes of past mobile barcode promotions
  • Picture Permit: The Picture Permit promotion is designed to promote the use of picture permit imprint indicia, which can improve a mailpiece's visibility and impact as a marketing tool. Up to a 2 cent per piece fee waiver is included.
  • Product Samples: Designed to re-invigorate product sampling via the mail, the Product Samples promotion will provide mailers with a 5 percent upfront postage discount on qualifying mail that contains product samples.
November 1, 2013 - December 31, 2013 
  • Mobile Buy-it-Now: This promotion provide mailers with an upfront 2 percent postage discount to encourage them to adopt and invest in technologies that enhance how consumers interact and engage with mail and demonstrate how direct mail combined with mobile technology can be a convenient method for consumers to do their holiday shopping.
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Now Available!

Please note: 

This has been updated from the preliminary version included in the last newsletter.

Upcoming Events
National Postal Forum
March 17 -20, 2013
San Francisco, CA
Lorton Data will be presenting

Public Media Direct Marketing Conference
July 11 -14, 2013
Atlanta, GA  

National Association of College and University Mail Services
July 14 - 17, 2013
Austin, TX
Print 13
September 8 - 12, 2013
Chicago, IL

Special Interest


 Co-inventor or the UPC barcode passed away

With the USPS now requiring the Intelligent Mail barcode for automation discounts on postcards, letter-size and flat-size mailpieces, the passing of the co-inventor of one of the first barcode systems, the UPC, is of interest.

Norman Joseph Woodland, the co-inventor of the bar code that labels nearly every product in stores and has boosted productivity in nearly every sector of commerce worldwide, died recently at the age of 91. Woodland and Bernard Silver were students at what is now called Drexel University in Philadelphia when Silver overheard a grocery-store executive asking an engineering school dean to channel students into research on how product information could be captured at checkout.

The only code Woodland knew was the Morse Code he'd learned in the Boy Scouts One day, he drew Morse dots and dashes as he sat on the beach and absent-mindedly left his fingers in the sand where they traced a series of parallel lines. That was a moment of inspiration as he realized instead of dots and dashes he can have thick and thin bars.
 Read the full article


Products and Services


Email Campaign Management

We all know that email marketing is an effective way to reach current customers and prospects, but we also know that at times it can be confusing and challenging.  With this in mind, we have good news for you - Lorton Data can assist you with your email marketing campaigns.
From list acquisition to deployment and analysis, Lorton Data's experts can help you get your email campaign off the ground.  Here are some of the many services we provide:

  • List Acquisition: Lorton Data has partnered with the best and most trustworthy email providers in the industry to help you to target and reach your prospects.
  • Deployment: Email deployment comes standard with list acquisition, and we can help you to send emails to your internal customer list.
  • Analysis: From email opens to click-through statistics, Lorton Data will provide you the performance data and expertise to help you understand your campaign's performance.
  • Append: If you already have a customer list that you would like to reach via email, Lorton Data can append email addresses to your customer file.
  • Multi-Channel: We are uniquely suited to assist you with a multi-channel campaign that includes direct mail, email and any other avenue you may use to reach your customers.  


For more information on any of our services please contact us at 651.203.8290.