The Postal Regulatory Commission (PRC) has approved the USPS proposal for five direct mail promotion programs offering incentives to mailers to increase mail volumes. Many are the same or similar to last year. Direct mail has many unique qualities that the following promotions try to exploit. They grab recipient’s attention and increase ROI. Which ones would you like to try out?
1. Emerging and Advanced Technology/Video In Print Promotion
March 1 – Aug. 31, 2016.
You earn a 2 percent postage discount. This is for First Class, Standard and Nonprofit letters, cards or flats. The mail piece must incorporate any of the following technologies including: standard NFC technology, video in print (ViP), beacon technology or an “enhanced’ augmented reality. These technologies will allow the recipient to engage in an interactive experience using the mail piece and mobile devices, tablets, etc. This year’s promotion includes an option for A/B testing. Click here for all the details.
2. Tactile, Sensory and Interactive Mail Piece Engagement Promotion
March 1 – Aug. 31, 2016.
You earn a 2 percent postage discount. This is for Standard and Nonprofit letters or flats. Print elements can be incorporated into direct mail to engage a multi-sensory experience through special visual effects, sound, scent, texture/tactile treatments, or even taste. In addition, interactive features such as pop-ups, infinite folds, or other dimensional creations also qualify. Click here for all the details.
3. Earned Value PromotionYou can earn a $0.02 – $0.03 credit per piece of returned mail for both First Class Business Reply Mail and First Class Courtesy Reply Mail. The credits will be added to your USPS account for use in future mailings. Click here for all the details.
4. Personalized Color Transpromo Promotion
July 1 – Dec. 31, 2016.
You earn a 2 percent postage discount. This is only for First Class mail. Adding a color message on a statement or invoice to sell other products or services is a great idea. Remember that it must be personalized, however an image is not required. Click here for all the details.
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Summer Gould is President of Eye/Comm Inc. Summer has spent her 23 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. She is also a committee member for Visionaries in Philanthropy which benefits San Diego Meals on Wheels.