Direct Mail: Save Big and Stand Out in 2025
Raising postage rates hasn’t exactly been a popular move among marketers and print service providers (PSPs) in the last few years. Last July’s USPS increase alone averaged 7.8%, which is why the decision not to raise prices this month is such a welcome reprieve. There are all kinds of strategies you can pursue to achieve efficiencies and control your costs for your direct mail campaigns. But wait — there’s always more!
As in past years, the USPS is running a promotions program to incentivize marketers to use innovative mailing solutions to improve their customer engagement, and boost their return on investment (ROI) along the way.
With postage rates all but certain to go up in July, there’s no better time for your customers to take advantage of discounts that push the envelope (apologies for the pun) and save you money. To maximize the benefits of these promotions, start planning now.
Three promotions were carried over from last year, and two previous programs have been retooled. Also, the long-standing and very successful Informed Delivery promo has been reclassified as an “Add-On”, and is joined by a promotion for Sustainability.
2025 Postal Promotions
Here’s a rundown of the five USPS 2025 Promotions & Incentives.
1. Integrated Technology — The former Emerging Technology promotion offers a 3% discount to employ any of eight technologies in First-Class or Marketing Mail, including augmented reality, mixed reality, virtual reality, voice assistant, mobile shopping/QR code, video in print, NFC, and AI (NEW for 2025). It runs for any six consecutive month period of your choosing during 2025.
2. Tactile, Sensory, & Interactive — This wide-ranging promotion provides a 4% discount for First-Class and Marketing Mail that creates a multi-sensory (touch, smell, taste, sound) experience for the recipient with specialty inks and coatings or interactive and dimensional elements. Note: Gloss stock mail no longer qualifies for consideration. It runs Feb. 1-July 31.
3. NEW! Continuous Contact — This program is intended to encourage companies and nonprofits to send more frequent, but complementary (not identical) follow-up mailpieces to the same target audience. The 3% Marketing Mail discount is available only after the first mailing. It runs April 1-Dec. 31.
4. Reply Mail IMbA — This promotion assists mailers in moving from Qualified Business Reply Mail (QBRM) to the new and more efficient Intelligent Mail Barcode Accounting (IMbA) system. IMbA pieces receive a First-Class Mail discount of either 3% (using a static barcode) or 6% (for a serial barcode). It runs from July 1-Dec. 1.
5. First-Class Mail Advertising — The former Personalized Color Transpromo program provides a 3% discount for First-Class mailpieces such as statements or bills that incorporate a standalone advertisement or marketing message. For example, loyalty rewards or personalized rewards qualify if included on the mailpiece itself, not on buck slips or other enclosures. Also, any mailing with messaging or content promoting mail diversion to a digital channel is not eligible for the promotion. It runs from Sept. 1- Dec. 31.
New: 2025 Add-On Promotions
Also new for 2025 are two Add-On promotions. Each is good for an additional 1% discount on a campaign using one of the other promotions (except Reply Mail IMbA), but not as a standalone.
1. Informed Delivery — As a way to bridge the gap between the physical and digital worlds while providing additional impressions for brands and nonprofits, Informed Delivery has been an unqualified success. As of January 2025, 70.4 million people are registered users for this service. Still, it only qualifies for 1% off instead of 4% as in recent promotion cycles. It runs through Dec. 31.
2. NEW! Sustainability — Being environmentally conscious in your production process can have an additional benefit if your First-Class or Marketing Mail piece is submitted with certification from one of five organizations, such as Forest Stewardship Council, Sustainable Forestry Initiative, Programme for the Endorsement of Forest Certification, Bureau Veritas, or SCS Global Services. It runs through Dec. 31.
The bottom line?
These promotions are powerful opportunities to optimize the effectiveness of your mailpieces and increase ROI. To leverage them smartly, plan ahead to make sure they support campaign goals as well as meet eligibility standards. The savings for your customers and deeper engagement can power growth and success for your business — and theirs.
