5 USPS Direct Mail Promotion Programs for 2016

The Postal Regulatory Commission (PRC) has approved the USPS proposal for five programs offering incentives to mailers to increase mail volumes.

Mail StarThe Postal Regulatory Commission (PRC) has approved the USPS proposal for five direct mail promotion programs offering incentives to mailers to increase mail volumes. Many are the same or similar to last year. Direct mail has many unique qualities that the following promotions try to exploit. They grab recipient’s attention and increase ROI. Which ones would you like to try out?

1. Emerging and Advanced Technology/Video In Print Promotion
March 1 – Aug. 31, 2016.
You earn a 2 percent postage discount. This is for First Class, Standard and Nonprofit letters, cards or flats. The mail piece must incorporate any of the following technologies including: standard NFC technology, video in print (ViP), beacon technology or an “enhanced’ augmented reality. These technologies will allow the recipient to engage in an interactive experience using the mail piece and mobile devices, tablets, etc. This year’s promotion includes an option for A/B testing. Click here for all the details.

2. Tactile, Sensory and Interactive Mail Piece Engagement Promotion
March 1 – Aug. 31, 2016.
You earn a 2 percent postage discount. This is for Standard and Nonprofit letters or flats. Print elements can be incorporated into direct mail to engage a multi-sensory experience through special visual effects, sound, scent, texture/tactile treatments, or even taste. In addition, interactive features such as pop-ups, infinite folds, or other dimensional creations also qualify. Click here for all the details.

3. Earned Value Promotion
April 1 – June 30, 2016.
You can earn a $0.02 – $0.03 credit per piece of returned mail for both First Class Business Reply Mail and First Class Courtesy Reply Mail. The credits will be added to your USPS account for use in future mailings. Click here for all the details.

4. Personalized Color Transpromo Promotion
July 1 – Dec. 31, 2016.
You earn a 2 percent postage discount. This is only for First Class mail. Adding a color message on a statement or invoice to sell other products or services is a great idea. Remember that it must be personalized, however an image is not required. Click here for all the details.

5. Mobile Shopping Promotion
July 1 – Dec. 31, 2016.
You earn a 2 percent postage discount. This is for Standard and Nonprofit letters or flats. The mail piece must include a mobile barcode such as a QR Code or print/mobile technology such as NFC that can be read or scanned by a mobile device and then takes the recipient to a mobile-optimized shopping website in order to make a purchase. Click here for all the details.

Many of the promotions listed above are great ways to enhance your direct mail. Check out the 2016 USPS Promotion Calendar by clicking here. I especially like the Tactile, Sensory and Interactive one because there are so many creative ways to take advantage of saving on postage and really making a great impression with customers and prospects.

All of the promotions require mailers to register for them in order to qualify for the up-front discount. In many cases, there are other stipulations after mailing as well, so make sure to check out all of the requirements for each one you are interested in.

Author: Summer Gould

A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: summer.gould@eyecomm.org, on LinkedIn, or on Twitter @sumgould.

One thought on “5 USPS Direct Mail Promotion Programs for 2016”

  1. My Company, Bann Business Solutions, has been working with the USPS to try and get a postal discount for any mail paired with our Digital Direct Mail (DDM) offering. it has not happened yet but we are still hopeful. DDM is a service that takes the actual USPS mail list and runs it thru software that reveals the IP address that matches the specific physical address. We then with laser like precesion similar to direct mail can tarrget banner ads to that same household in supprt of the direct mail campaign. In effect we are lenghtening the duration of the direct mail campaign by pairing it with DDM. The USPS has been all over the idea of true cross channel marketing and how direct mail can work with and improve digital efforts. This is a perfect example of that. We will continue to work with the USPS in this vein and hope they see the forest thru the trees!
    Mike Bann

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