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Reminder: USPS Holiday Mobile Shopping Promotion

Date: October, 2012 --


This fall the USPS is holding another direct mail sale for which registration is required. This offer, called the USPS Holiday Mobile Shopping Promotion, it is intended to show how direct mail combined with mobile technology can be a convenient method for consumers to do their holiday shopping.

There is an upfront 2 percent postage discount on Standard Mail® and First-Class Mail® letters, flats and cards (presort and automation). These pieces must contain a mobile barcode or print/mobile technology (read “QR code or similar”) that can be read or scanned by a mobile device which leads the recipient to a mobile-optimized shopping website. That website must allow the recipient to purchase an advertised product, but not services, on the mobile device. Obviously, the USPS hopes to see parcel traffic, also. 

This hope leads to the possibility of your mailing qualifying for an additional 1 percent rebate on the postage if a portion of the orders are fulfilled via Priority Mail® between November 9, 2012 and December 31, 2012. So order tracking will be essential. This also suggests some formatting of your order form to highlight Priority Mail ® as a “preferred option”.  

The program dates for the promotion are November 7 - 21, 2012. This is timed to start just before Thanksgiving, in order to inspire merchants to put mobile-optimized offers, product descriptions, and advertised savings into consumers' hands in time for Cyber Monday/Week — right after Thanksgiving. This is the busiest online shopping period of the year. And this year, a record number of shoppers are expected to make purchases using mobile devices.

Registration for promotions and incentives can be made through http://gateway.usps.com.

More information about the Holiday Mobile Shopping Promotion is available on RIBBS at https://ribbs.usps.gov/index.cfm?page=mobilebarcode#bcg

Is this worth the bother?  Well, the USPS and many other companies believe so.  Last year’s discount promotion of them by USPS seems to have had an impact. USPS states that it has seen a 39% increase in mobile barcode usage by advertisers this year compared to 2011, with a jump from 3% to 34% in adoption of the mobile barcodes on standard mail items during the Summer promotion last year.

And when you’re planning your next promotion, holiday or otherwise, do not neglect your database. As any good direct marketer will tell you about successful campaigns, ‘it’s all in the list’ and as we at Data Services always say ‘it’s all in a quality list.’ Be sure to give your organization the gift of clean data this holiday season by utilizing our benchmark address hygiene, merge/purge and related data maintenance and enhancement services to ensure your message delivers!