Merlin Is Not the Problem for Mailers

Share this article:
Merlin, the progeny of ABE, has acquired the persona of its predecessor in its formative years. Some would say, particularly those in the original test areas, that the reputation is well-earned. And yet, Merlin - or Mail Evaluation Readability and Lookup Instrument - is simply a tool that helps expedite the mail flow by ensuring that consistent, readable mail enters the automated processing system.


Why then has Merlin become such a lightning rod in its early life?


The root cause of this stigma, which came early and held as Merlin rolled out nationally, was an intense desire to bring a more exacting standard of accuracy to market without adequate preparation, evaluation and dialogue. Exacerbating the situation was the inability (for whatever reasons) of the postal and industry partners to work together in the start-up period.


That's history. But as in many tight-knit industries, memories are long and recall tends to get exaggerated. And that's been the marketplace condition as Merlin's scrutiny expands to read ZIP code extensions for the purpose of preventing improper -0000s and -9999s from entering the mail stream.


So why have mailers and mail service providers raised such uproar? Or have they?


It's certainly easy enough to understand the practical concern of a major mailing rejected because of a failed Merlin sample evaluation. Imagine the cost and logistics of delivering 1 million pieces to a business mail entry unit dock. Now imagine having to reload all the skids of prepared mail and return to the mail center. The alternative, of course, is to pay the difference of the next-higher postage rate, in this case perhaps an extra $60,000.


An emotional and expensive conundrum such as this often causes blame to be placed on the system rather than the source - in other words, faulting Merlin rather than the mailer. But is this example reality? Is there an abundance of mailers trying to cheat the system? Is Merlin rejecting huge numbers of mailings?


The answer in both cases is no. Merlin, in fact, has verified the honesty that prevails in our profession.


Specifically, as presented at this month's Mailers Technical Advisory Committee meeting, Merlin passed 99.9 percent of the 34,341 mailings examined since Jan. 17. Only 22 mailings were rejected for inclusion of false -0000 extensions and just 17 for incorrect -9999 extensions. In other words, this was much ado about nothing. Or was it?


The angst attributed to expanding the scrutiny of Merlin is a manifestation of the communications gap that continues between the mailing community and its postal partners. Fortunately, serious initiatives are under way by all concerned parties to improve the dialogue on Merlin. There is an expressed desire to resolve the myriad standardization processes existing in industry as the U.S. Postal Service strives for one final depth of code standard employed by this diagnostic tool.


One of the most important communications initiatives is the planned formation of a MTAC work group that will focus on the prickly matter of "final depth of code" standards. Concurrent with this effort, which is expected to be active for at least six months, are other industry groups and coalitions that will fill the news channels with concerns, problems, resolves and stumbling blocks along the way. Collectively this becomes a much-needed communications improvement of a complex initiative designed to greatly improve the quality of mail entering the mail stream.


It's ironic that Merlin's underlying purpose is often forgotten. Merlin raises the quality standards of an already powerful medium. In so doing, it injects greater efficiencies, which help keep USPS costs in check. These same standard improvements prevent corrupt addresses from entering the mail stream, which improves overall delivery and response, the common objective of all mailers.


Merlin's importance comes at a pivotal time. Its full deployment will have direct bearing on improvement of the postal service's delivery efficiency, which, in turn, will aid in achieving ad mailers' ultimate goal, day-certain delivery.


The mix of mail has changed, and the importance of Standard mail continues to grow. This long-sought achievement will bring untold successes - and increased growth - to our direct mail business. It's time to embrace change.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Direct Mail

Delivered: Coupon Mailers

Delivered: Coupon Mailers

What's in our mailbox this month: Coupons. See which ones are good deals—and which ones you shouldn't deal with.

Melissa Goes to Canada

Melissa Goes to Canada

Melissa Data adds Canadian change of address processing to its cloud-based NCOA service.

Delivered: University of Chicago Mailers

Delivered: University of Chicago Mailers

What's in our mailbox this month: University of Chicago mailers. See which ones make the grade—and which ones, not so much.