Fresh Data Blog
Fresh Data Archive
Plan Ahead for 2013 USPS Direct Mail Promotions
Date: December, 2012 --
The results of previous mail promotions, and a glimpse of
promotions coming up, were presented by Gary Reblin, VP, Domestic Products, at
the quarterly Mailers’ Technical Advisory Committee meeting of the USPS on
We discussed in our last issue of Fresh Data the
“Christmas” mailing promotion, which should be mailing now. The summer mobile
phone promotion involving the inclusion of a QR code that would take the
customer to a personalized URL was, in USPS terms, successful enough to repeat.
Some 1,100 customers executed 42,000 mailings. That mail constituted 24% of the
standard mail volume and 3% of the first class volume during the period. This
volume/participation was good enough to encourage repeating the offer.
The USPS also surveyed the customers, over 25% of whom
responded, and showed a growing sophistication as marketers. Most indicated the
biggest challenge was providing an appropriately optimized landing page and
website. 7% said that the experiment had caused them to accelerate mobile
programs; 16% would change what they were doing with mobile; and, 50% measured
For 2013 the USPS has a number of fascinating promotions.
From March 1 to April 30 is Mobile
Coupon/Click to Call, providing an upfront postage discount for once again integrating
mail with mobile technology. This promotion rewards mailings which include “hard
copy” coupons containing mobile
The Earned Value
Reply Mail promotion runs for mailings from April 1 to June 30. This
promotion encourages using first-class mail business reply and courtesy reply
envelopes as the primary reply mechanism. Mailers will receive postage credit
for each returned piece that is scanned by the system.
From August 1 to September 30 the USPS will have four
programs. Emerging Technologies will
provide an upfront postage discount for using innovations such as near field
communication, augmented reality and mobile enabled authentication
technologies. The Picture Permit
program will waive the Picture Permit fee for first-class and standard letters
and cards sent by eligible mailers. This promotion is designed to promote the
use of picture permit imprint indicia. The “Picture Permit Imprint Indicia ”
product permits the mailer to customize the indicia by incorporating a logo,
brand image, or trademark along with the required information.
Also during the summer there is the Product Sample promotion. This offers an upfront discount on mail
containing product samples. This supports the new “Simple Samples” pricing in
Standard Mail being introduced in January.
Finally, next November and December, Mobile Buy-it-Now provides an up-front discount for mailings that
demonstrate how direct mail and mobile technology can be a convenient shopping
Notice that each of
these programs involves direct mail combined with technology. The digital age
is here, but you still need to get the physical piece with the digital hook to
the right person at the right address. Be sure you have Data Services ensure
the deliverability of all your direct mail data with address hygiene, NCOA, merge/purge,
postal presorting and related services!