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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
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
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!