5 USPS DIRECT MAIL PROMO PROGRAMS FOR 2017
The USPS has announced five direct mail promotion programs offering incentives to increase mail volumes for the 2017 calendar year. These promotions—including one new and five continuing ones—are intended to provide marketers incentive to use direct mail to increase customer engagement with dynamic color, new print techniques, mobile technology, and traditional and innovative mail techniques. On average, participation in the promotions will provide a 2-5% postage discount.
2017 PROMOTIONS OVERVIEW
1. THE EARNED VALUE REPLY
Extended to six months (from three), this program offers credits for Alternate Postage mail pieces (in addition to Business Reply Mail and Courtesy Reply Mail pieces), and increases the per-piece credit amount from $0.02 to $0.05.
INCENTIVE: $.05 credit per piece, includes Standard Mail
Registration Period: November 15-December 31, 2016
Promotion Period: January 1-June 30, 2017
Extended to six months (from three), this program offers credits for Alternate Postage mail pieces (in addition to Business Reply Mail and Courtesy Reply Mail pieces), and increases the per-piece credit amount from $0.02 to $0.05.
INCENTIVE: $.05 credit per piece, includes Standard Mail
Registration Period: November 15-December 31, 2016
Promotion Period: January 1-June 30, 2017
2. PERSONALIZED COLOR TRANSPROMO
As in prior years, this promotion enhances the value of First-Class Mail by encouraging mailers to invest in color print technology in order to foster a better connection with, and response from, customers. It will allow new participants to qualify without meeting the personalization requirement.
INCENTIVE: 2% discount at the time of mailing
Registration Period: May 15-December 31, 2017
Promotion Period: July 1-December 31, 2017
As in prior years, this promotion enhances the value of First-Class Mail by encouraging mailers to invest in color print technology in order to foster a better connection with, and response from, customers. It will allow new participants to qualify without meeting the personalization requirement.
INCENTIVE: 2% discount at the time of mailing
Registration Period: May 15-December 31, 2017
Promotion Period: July 1-December 31, 2017
3. EMERGING AND ADVANCED TECHNOLOGY
Direct mailers who “enhance customer engagement with the mail through the use of advanced print innovations in paper and stock, substrates, inks and finishing techniques” will be considered. Standard mail that meets the requirements will be eligible for an upfront 2% postage discount during the promotional period.
INCENTIVE: 2% discount at the time of mailing
Registration Period: January 15-August 31, 2017
Promotion Period: March 1-August 31, 2017
Direct mailers who “enhance customer engagement with the mail through the use of advanced print innovations in paper and stock, substrates, inks and finishing techniques” will be considered. Standard mail that meets the requirements will be eligible for an upfront 2% postage discount during the promotional period.
INCENTIVE: 2% discount at the time of mailing
Registration Period: January 15-August 31, 2017
Promotion Period: March 1-August 31, 2017
4. TACTILE, SENSORY AND INTERACTIVE MAIL PIECE ENGAGEMENT
Direct mailers who “enhance customer engagement with the mail through the use of advanced print innovations in paper and stock, substrates, inks and finishing techniques” will be considered. Standard mail that meets the requirements will be eligible for an upfront 2% postage discount during the promotional period.
INCENTIVE: 2% discount at the time of mailing
Promotion Period: February 1-July 31, 2017
INCENTIVE: 2% discount at the time of mailing
Promotion Period: February 1-July 31, 2017
5. MOBILE SHOPPING
Geared towards e-commerce marketers, this promotion offers a 2% discount for Standard Mail letters and flats that include qualifying technology (i.e., QR codes, snap tags, watermarks) inside or on the mail piece that facilitates consumer purchases through a mobile-friendly website or social media “Buy Now” features.
INCENTIVE: 2% discount at the time of mailing
Registration Period: June 15-December 31, 2017
Promotion Period: August 1-December 31, 2017
Geared towards e-commerce marketers, this promotion offers a 2% discount for Standard Mail letters and flats that include qualifying technology (i.e., QR codes, snap tags, watermarks) inside or on the mail piece that facilitates consumer purchases through a mobile-friendly website or social media “Buy Now” features.
INCENTIVE: 2% discount at the time of mailing
Registration Period: June 15-December 31, 2017
Promotion Period: August 1-December 31, 2017
