USPS Promotions to Focus on Dynamic Color, Print Techniques, Mobile Technology

RESTON, Va.—Dec. 22, 2015—Great mailing opportunities are coming in 2016 via USPS (United States Postal Service) Mailing Promotions announced at the November MTAC (Mailers' Technical Advisory Committee) meeting and recently approved by the Postal Regulatory Commission. The 2016 Promotions build on 2015 strategies and are designed to create excitement about mail and enhance its value by using new and innovative mail techniques, dynamic color and mobile technology, as well as traditional mail.

USPS promotions have a proven track record of success in driving new business for all printers that participate; in 2015 there were over 9 billion pieces of mail registered through four promotions. Of particular interest may be the Earned Value promotion, where companies earn credits by supplying either a BRM or CRM envelope inside the direct mail piece.

Following is a summary of the new 2016 promotions. Also included is the calendar for 2016, with registrations beginning in mid-Jan. and actual promotion periods starting as early as March 1.

1. Emerging and Advanced Technology/Video in Print—for First Class and Standard Mail (March 1 - Aug. 31, 2016)
   The USPS continues to encourage mailers to integrate mobile technology in direct mail and new in 2016 video/print technology as well. Mailers can earn an upfront 2 percent postage discount on mail pieces that use standard NFC or Enhanced Augmented Reality. Augmented Reality (AR) superimposes digital images or content over a live image of a mail piece; Enhanced AR introduces additional animation and user interaction features. These mobile-based technologies allow the recipient to engage in innovative digital experiences triggered from their mail piece.
   Registration runs Jan. 15 - Aug. 31.
2. Tactile, Sensory and Interactive Mail Piece Engagement—for Standard Mail (March 1 - Aug. 31, 2016)
   Tactile, sensory and interactive mail pieces were included in 2015's Emerging and Advanced Technology Promotion. Due to its popularity, 2016 includes a new promotion focused solely on these applications. Advancements in paper, ink and interactive mail piece elements provide marketers exciting new ways to engage customers by the innovative use of specialty inks, sensory elements, textural papers, folds and other dimensional elements that can be manipulate on the mail piece. This promotion provides mailers with an upfront 2 percent postage discount incentive.
   Registration: Jan. 15 - Aug. 31.
3. Earned Value Reply Mail—for First Class Mail (April 1 - June 30, 2016)
   This promotion is designed to encourage mailers to promote First-Class Mail as a primary reply mechanism for their customers and to provide a financial incentive for including CRM/BRM envelopes in the mailing. Mailers who register their MID information and use eligible Intelligent Mail barcodes (IMbs) on their reply pieces will receive a postage credit for each mail piece that is returned to the mailer during the promotion period.
   Registration: Feb. 15 - March 31.
4. Personalized Color Trans promo—for First Class Mail (July 1 - Dec. 31, 2016)
   Since 2014, the USPS has provided this promotion to encourage mailers of bills and statements to use color messaging in order to create a greater connection to and response from consumers. This promotion will provide an upfront 2 percent postage discount to mailers who use dynamic/variable color print for personalized trans promotional marketing messages on their bills and statements. This approach is intended to continue to grow the value of First-Class Mail and encourage mailers to invest in color print technology.
   Registration: May 15 - Dec. 31, 2016.
5. Mobile Shopping—for Standard Mail (July 1 - Dec. 31, 2016)
   This promotion provides mailers with the opportunity to earn an upfront 2 percent postage discount by integrating mobile technology in direct mail. Using technology platforms such as Quick Response (QR) Codes, Snap Tags, Watermarks and other advanced technologies consumers are launched from the mail piece into online shopping experiences. In 2016 Buy It Now is added to support shopping during social media activities. This promotion encourages mailers to adopt technologies that create consumer excitement and highlight the connection between the mail piece and the digital shopping experience.
   Registration: May 15 - Dec. 31, 2016.

For more information about these promotions see:

Program Office contact:
Email: mailingpromotions@usps.gov
Facsimile: (202) 268-0238
Mail: US Postal Service Post Office Box 23282 Washington, DC 20026-3282
Program Requirements and Documents
https://ribbs.usps.gov/index.cfm?page=mailingpromotions
Registration
https://gateway.usps.com
PostalOne Help Desk:
(800) 522-9085 or postalone@email.usps.gov
Proposals for 2017 promotions can be sent to:
MailingInnovations@usps.gov

This report courtesy of NPES MTAC industry representative David Mastervich, Client Principal, HP. NPES welcomes suggestions for future USPS promotions utilizing new print technologies. For more information, contact NPES Government Affairs Director Mark J. Nuzzaco at phone: (703) 264-7235, e-mail: mnuzzaco@npes.org.

Source: NPES.