In my previous blog post, I commented on the United States Postal Service and its announced plans for five-day delivery, discussing the importance of hard-copy communication and a commitment to deliver such communication on a daily basis. In extending this commentary, I claim no nostalgia for daily mail delivery, rather simply recognition that such communication has its unique position as a vehicle for superb brand engagement.
The Postal Service is not standing still in the digital age.
Last October, when the Postal Service announced its intention to raise rates this past January, it also announced its schedule for postage promotions through 2013. And in the mix is a bevy of technology-driven, multichannel “positioning” of direct mail that leverages mobile and interactive channels.
Look at this selected line-up from the USPS promotion calendar:
- March-April 2013: Mobile Coupon/Click-to-Call
This promotion seeks to increase the value of direct mail by further highlighting the integration of mail with mobile technology in two specific ways. First, the promotion would encourage mailers to integrate hard-copy coupons in the mail with mobile-optimized platforms for redemption. Second, the promotion will drive consumer awareness, and increased usage, of mail containing mobile barcodes with “click-to-call” functionality.
Provides a 2-percent discount on the qualifying postage for First-Class Mail and Standard Mail presort or automation letters, postcards and flats sent during the established program period that include a two dimensional mobile barcode inside or on the mailpiece. The barcode must either lead the recipient to a coupon that can be stored on a mobile device, or enable the recipient to connect by telephone to another person or call center via a mobile device.
- August-September 2013: Emerging Technology
This promotion is designed to build on the successes of past mobile barcode promotions by promoting awareness of how innovative technology—such as near-field communication, augmented reality and authentication—can be integrated with a direct mail strategy to enhance the value of direct mail.
Provide a 2-percent discount on the qualifying postage for First-Class Mail and Standard Mail presort or automation letters, postcards, and flats that are sent during the established program period and include print that allows the recipient to engage in one of the following:
- an augmented reality experience facilitated by a smartphone or computer,
- authentication of the recipient’s identity, or
- an experience facilitated via Near Field Communication.
To receive the discount, mailers must comply with the eligibility requirements of the program.
- November-December 2013: Mobile Buy-it-Now
This promotion will encourage mailers to adopt and invest in technologies that enhance how consumers interact and engage with mail, and demonstrate how direct mail can be a convenient method for consumers to do their holiday shopping.
Provides a 2-percent discount on the qualifying postage for First-Class Mail and Standard Mail presort or automation letters, postcards, and flats which include a mobile barcode inside or on the mailpiece that facilitates a mobile optimized shopping experience. To receive the discount, the qualifying mail must be sent during the established program period by mailers that comply with the eligibility requirements of the program
Next, in January during the media-frenzy of Consumer Electronics Show in Las Vegas, this Venture Beat post appeared, reporting on a USPS mobile app that uses “augmented reality” (subject of the August-September 2013 promotion) to integrate direct mail promotions with interactive programming on a mobile device and give recipients an enhanced digital experience with the mail piece. In augmented reality, a physical ad and an interactive ad comes together by way of an app, developed by Aurasma, rather than a QR Code. Augmented reality can be applied to any visual cues.
The apps keep coming. Associated Press then reported that Val-Pak, the company that sends blue envelopes stuffed with coupons, also wants consumer households to save money while driving. Valpak has partnered with Roximity, a Denver-based app developer, to bring coupons and deals to drivers of newer-model Fords and Lincolns who use the voice-controlled Sync AppLink connected to their mobile phone. The app allows people to hear about personalized deals from stores, restaurants and other businesses as they drive. The “coupon” appears on the driver’s smartphone and can be redeemed once the car is stopped.
And how can you keep it all connected—the mail, the apps, the augmented reality, the mobile coupons? Why through wearable electronics, of course, article courtesy of The Atlantic Wire. The fashion verdict may be out, but the Postal Service is clearly thinking hard on how to keep mail relevant in an increasingly digital—and mobile—age.
I still maintain that the six or seven direct mail pieces I receive a day are precious real estate. They represent a tiny portion of the thousands of advertisements and brand “touches” I’m exposed to each and every day. Yet this is advertising that is largely targeted, and one with which I have a tactile experience—reading, responding, recycling as I deem appropriate. This is a powerful consideration, one that I certainly pay closer attention to. Will I be running to the app store to integrate this experience with my smartphone? Not anytime soon, but a hoodie for my iPod, ThinkPad and Samsung to tote and plug into would be nice.