White Paper THE USPS PROMOTIONS AND INCENTIVES

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1 White Paper THE USPS PROMOTIONS AND INCENTIVES

2 Enhance your mail. The USPS Promotions and Incentives have been designed to create excitement about the mail, keep mail relevant and help reward you innovative mailers who want to meaningfully connect with your customers via the mail. This year s promotions focus on providing marketers with the opportunity to further engage customers with the envelope and mailpiece. Promotions range from using dynamic color and new print techniques to integrated mobile technology. Promotions Emerging and Advanced Technology/Video in Print page 2 Tactile, Sensory & Interactive Mailpiece Engagement page 4 Earned Value Reply Mail page 6 Mobile Shopping page 7 Personalized Color Transpromo page 8 Promotions Calendar page 9 Learn more about the USPS Promotions today. page 1

3 Emerging and Advanced Technology/Video in Print Promotion Marketers can amplify direct mail results when incorporating technology into their mailpiece. Mail has the ability to link tactile sensations and visual information, and research suggests this leads to greater brand recall. With this promotion, the USPS is encouraging customers to explore technologies that can be embedded into paper and linked to a mobile phone or other device. REGISTRATION PERIOD Jan Aug 15 to 31 PROMOTION PERIOD Mar Aug 1 to 31 DISCOUNT AMOUNT 2% of eligible postage Embed a Near Field Communication (NFC) device within your mailpiece to generate a communication related to your marketing message. DESCRIPTION Your mailpiece needs to integrate an approved technology to be eligible for this program. These include: Near Field Communication (NFC) Video in Print (ViP) Enhanced Augmented Reality Others, as approved Beacon technology This list represents some of the more innovative technologies that are beginning to be adapted in the marketplace. ELIGIBLE MAIL First-Class Mail presort and automation letters, cards and flats Standard Mail letters and flats Nonprofit Standard Mail letters and flats ADDITIONAL DISCOUNTS Participants are eligible for additional discounts by submitting A/B testing results to the USPS Program Office. Continues on page 3. For additional information about this program, contact the Program Office at MailingPromotions@usps.gov or visit You can use Augmented Reality (AR) in direct mail to potentially improve marketing campaigns. AR revenue is expected to hit $600 billion by. Source: Rapid Value Engaging Mobility, The Rise of Mobile Technology in Retail page 2

4 Emerging and Advanced Technology/Video in Print Promotion ( CONTINUED ) Mailpieces must meet a number of requirements regarding the technology, copy and linked website. Examples of approved technology include: 1) A Near Field Communications (NFC) embedded within the mailpiece. The NFC must interact with a device upon touch or proximity to the mailpiece to generate a communication related to the marketing message. 2) ibeacon/beacon technology that interacts with a mobile device. Examples include a personalized triggered message, ibeacon/beacon coupons or updates to a mobile device. 3) Enhanced Augmented Reality (AR) technology lets consumers relate directly to products and brands. It also includes video animation and/or 2D-3D interactive graphics in front of or over physical objects so they appear to be interacting with the physical object. The AR is referred to as enhanced because it must link to more than a static, pop-up or worded display that does not engage the recipient in any experience other than reading or simply clicking a button. 4) Video in print is advertising that is featured in print catalogs and/or mailpieces and can be described as giving users a virtual tour on each page. Envelopes which feature Augmented Reality (AR) can get the reader engaged with your envelope. Additionally, the copy and website must meet specific requirements. These include: 5) Having directional copy, or text that provides directions to the consumer regarding how to read the copy. It must be near the logo, icon, or image. 6) The linked website must: a. Have relevance, or contain information pertinent to the content of the marketing message included in the mailpiece. b. Be mobile optimized so that the user has optimum performance when viewing it on a mobile device. 28 million consumers accounted for $5.01 billion in Near Field Communication transaction value in Source: USPS s #/near-field-communication page 3

5 Tactile, Sensory & Interactive Mailpiece Engagement Promotion Get your mailpiece noticed by incorporating sensory and tactile features into your design. The Tactile, Sensory and Interactive Engagement Promotion encourages mailers to use the latest technological advancements as they become more popular and accessible. Neuroscience and neuromarketing research supports that when marketing materials engage tactile experiences and additional senses, brand recognition and message recall increase. REGISTRATION PERIOD Jan Aug 15 to 31 PROMOTION PERIOD Mar Aug 1 to 31 DISCOUNT AMOUNT 2% of eligible postage ELIGIBLE MAIL Standard Mail letters and flats Nonprofit Standard Mail A vertically-grooved envelope elicits a tactile response from the recipient. DESCRIPTION To be approved for this promotion, your mailpiece has to feature at least one of the following: Specialty inks Specialty papers Interactive elements using folds or other dimensional elements Continues on page 5. For additional information about this program, contact the Program Office at tactilesensorypromo@usps.gov or visit 79% of consumers react to direct mail immediately - it engages their senses and keeps them involved longer. Source: page 4

6 Tactile, Sensory & Interactive Mailpiece Engagement Promotion ( CONTINUED ) Your mailpiece must include one or more specialty inks, specialty papers or interactive designs to qualify for the promotion. Specialty inks can catch the reader s eye and entice them to read or open your envelope. Some examples of the approved inks include: Conductive inks, which have metallic components that can activate an electronic device Heat sensitive dyes or inks that change color from temperature Clear ink or clear toner that is added as a fifth color in typical CMYK printing processes Specialty papers trigger a sensory engagement with the reader. For the purposes of the promotion, specialty papers include some embossed papers. Examples of the approved specialty papers include: Paper infused with scents, sounds or tastes Some envelope papers can be infused with scents to capture the attention of the reader. Special effects like holographs Textural treatments to paper that can be sensed by touch alone, like laminated coatings, embossing or other surface treatments Or you can qualify for the promotion by creating an interactive mailpiece. To qualify, the mailpiece must engage the reader by using folds or other dimensional enhancements that create a dynamic effect. These mailpieces can include features like: 3-dimensionality Pop-ups Infinite folding Get your message right into the hands of your customers. 67% of customers say paper is more pleasant to handle and touch than other media. Source: Print in the Mix, Americans Still Prefer Print and Paper Communications page 5

7 Earned Value Reply Mail Promotion Include a Business Reply Mail envelope (BRM) or Courtesy Reply Mail envelope (CRM) in your outbound mailing to facilitate payment. You can even make the most of a return envelope and include a transpromotional message, promoting your brand s image. Your return envelope can feature a Thank You For Your Payment or We appreciate your donation! message to enhance the sender s experience. REGISTRATION PERIOD Feb Mar 15 to 31 PROMOTION PERIOD Apr Jun 1 to 30 ELIGIBLE MAIL Business Reply Mail and Courtesy Reply Mail DESCRIPTION Provide a BRM or CRM in your outbound mailing to facilitate bill payment or reply to your offer, and qualify for a per piece postal discount. To qualify, the BRMs and CRMs must: Contain the Intelligent Mail barcode with the Mailer ID encoded and an Earned Value Promotion preregistered MID to be identified and scanned during mail processing. For postcard and letter-size BRMs, be barcoded with a valid and properly used ZIP+4 code on the mailpiece and the same ZIP+4 code must be encoded within the IMb. Contain the barcode ID, service type ID, and correct ZIP+4 routing code. For permit holders, must use the ZIP+4 codes and the MID assigned by the USPS. For additional information about this program, contact the Program Office at EarnedValue@usps.gov or visit EARNED VALUE CREDITS $.02 or $.03 per BRM or CRM piece depending on meeting certain program thresholds For nonprofits, your return envelope can feature a thank you message. page 6

8 Mobile Shopping Promotion Get double duty out of your envelope by providing a direct link to your mobile site. By including mobile technology with your mailpiece, you have the potential to boost your integrated marketing efforts and drive greater responses. The Mobile Shopping promotion encourages mailers to combine mobile technology with direct mail to create a convenient method for customers to do their shopping. REGISTRATION PERIOD May Dec 15 to 31 PROMOTION PERIOD Jul Dec 1 to 31 DISCOUNT AMOUNT 2% of eligible postage DESCRIPTION To be approved for the Mobile Shopping Promotion, your mailpiece must feature a mobile barcode or other print/mobile technology that can be read by a mobile device. It then should lead to a mobile optimized shopping website, and the customer must be able to easily purchase the advertised product. ELIGIBLE MAIL Standard Mail letters and flats Nonprofit Standard Mail letters and flats 1) Mobile barcode: All qualifying mail must contain a mobile barcode or other equivalent print/mobile technology that when scanned by a mobile device leads to a complete mobile optimized website. Creating a color mobile barcode can improve its visibility and could drive up response. 2) Directional copy: The mailpiece must contain prominently displayed text that provides directions regarding how to scan the barcode. It should clearly inform the recipient that the link will facilitate a purchase. 3) Website relevance: The destination web pages must contain information relevant to the content of the mailpiece and some or all of the products advertised must be available for purchase on a mobile device. 4) Mobile optimization: The customer must be able to have a complete, mobile optimized experience. 5) Ease of purchasing the product: The reader must be able to purchase the product conveniently when using the barcode. For additional information about this program, contact the Program Office at mailingpromotions@usps.gov or visit page 7

9 Personalized Color Transpromo Promotion Your monthly statements represent a regular appointment between you and your customer. It is a time to connect, a reminder to make payment or even an opportunity to offer a new deal. This promotion is intended to use personalization and color to create a greater connection with and response from end customers. Research suggests that personalization and the inclusion of color leads to greater response rates. REGISTRATION PERIOD May Dec 15 to 31 PROMOTION PERIOD Jul Dec 1 to 31 DISCOUNT AMOUNT 2% of eligible postage A double window can highlight a personalized message and offer. DESCRIPTION To be eligible for this promotion, you must use personalized dynamic/variable color print to promote an offer within your customer bill or statement. ELIGIBLE MAIL First Class Mail commercial letters that are part of an IMb Full-Service mailing Your mailpiece must include a full-color personal transpromotional marketing or consumer message such as an Onsert or OnStatement to qualify. These are printed instream on a physical piece of paper within the contents of the letter or statement. The personalization is information that the recipient would find personal or relevant in nature items like customer demographic data, psychographic data, as well as purchase behavior. These must reference a promotion or offer. Simply referencing payment or bill management will not qualify the mailpiece for the promotion. For additional information about this program, contact the Program Office at MailingPromotions@usps.gov or visit USE A UNIQUELY- SHAPED WINDOW TO DRAW ATTENTION TO YOUR FULL-COLOR TRANSPROMOTIONAL ADVERTISEMENT OR PERSONALIZED MESSAGE. page 8

10 Enhance your mail. Promotion Calendar As of December 11, 2015 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC FIRST-CLASS MAIL Earned Value Reply Mail REGISTRATION PROMOTION PERIOD (3 MONTHS) Feb 15 to Mar 31 Apr 1 to Jun 30 Personalized Color Transpromo REGISTRATION PROMOTION PERIOD (6 MONTHS) May 15 to Dec 31 Jul 1 to Dec 31 STANDARD MAIL AND FIRST-CLASS MAIL Emerging and Advanced Technology/Video In Print REGISTRATION PROMOTION PERIOD (6 MONTHS) Jan 15 to Aug 31 Mar 1 to Aug 31 STANDARD MAIL Tactile, Sensory & Interactive Mailpiece Engagement REGISTRATION PROMOTION PERIOD (6 MONTHS) Jan 15 to Aug 31 Mar 1 to Aug 31 Mobile Shopping REGISTRATION PROMOTION PERIOD (6 MONTHS) May 15 to Dec 31 Jul 1 to Dec 31 page 9