Most likely, any business that produces frequent, large mailings has already heard something about the Intelligent Mail barcode (IMB) capability now offered by the United States Postal Service. The fact is, as of May 2011, the currently used POSTNET barcode will be phased out and IM barcodes will be required for marketers in order to qualify for the automation discount postage rate. However, this barcode provides additional advantages that may be of special interest to marketers wanting to optimize the impact of their direct mail campaigns.