White Paper THE USPS PROMOTIONS AND INCENTIVES

Transcription

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 aim to provide mailers with further opportunities to engage their customers with the envelope, and to encourage marketers to try new techniques and technologies on their mailpiece. Many of the promotions run longer than their 2016 counterparts, and new for includes a promotion that offers a discount for new mailers who incorporate the use of integrated mobile technology on their mailpiece. Promotions Earned Value Reply Mail page 2 Tactile, Sensory & Interactive Mailpiece Engagement page 4 Emerging and Advanced Technology page 6 Direct Mail Starter page 8 Personalized Color Transpromo page 9 Mobile Shopping page 10 Promotions Calendar page 12 Learn more about the USPS Promotions today. page 1

3 Earned Value Reply Mail Promotion First-Class Mail Include a Business Reply Mail envelope (BRM), Courtesy Reply Mail envelope (CRM) or Share Mail in your outbound mailing to facilitate payment. You can even make the most of a return envelope and include a transpromotional message to promote 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 Nov Dec 15 to PROMOTION PERIOD Jan Jun 1 to 30 ELIGIBLE MAIL DESCRIPTION Provide a BRM, CRM or Share Mail in your outbound mailing to facilitate bill payment or reply to your offer, and qualify for a per piece postal credit. New Changes The promotion will run for 6 months (previous years ran 3 months). The promotion offers a $.05 credit per BRM, CRM or Alternate Postage piece (previous year s credit was only $.03) to be applied on a future mailing. Alternate Postage (also referred to as Share Mail) is included for. Mailers can earn a postage credit for each qualified piece placed in the mail stream and scanned during the promotion period. There will be TWO acceptance periods for credits: Quarter 1: Jan 1 - Mar 31, Quarter 2: Apr 1 - Jun 30 The credits will be released when the participant agrees to their volumes after each quarter. Business Reply Mail, Courtesy Reply Mail and Alternate Postage (Share Mail TM ) cards and letters EARNED VALUE CREDITS $.05 per BRM, CRM or Alternate Postage piece depending on meeting certain program requirements Did you know? 69% are more likely to open a mailpiece with color text and graphics on the front vs. a mailpiece without. Source: Leflein Associates Mail Openability Study page 2

4 Earned Value Reply Mail Promotion ( continued ) MAILPIECE REQUIREMENTS 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. The IMb must 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. Placing a transpromotional message on the outside of the envelope can serve as an opportunity to connect with donors and customers. To qualify, Alternate Postage/Share Mail must: Contain a unique or static Intelligent Mail barcode with the registered Mailer ID encoded and an Earned Value Promotion preregistered MID to be identified. IMb must contain the barcode ID, service type ID, MID and Serial Number which is designated by the Alternate Postage Publication requirements. For permit holders, must use the MID assigned by the USPS. For additional information about this program, contact the Program Office at EarnedValue@usps.gov or visit Did you know? 1/2 More than of consumers continue to have paper financial statements delivered by mail. Source: creditcards.com page 3

5 Tactile, Sensory & Interactive Mailpiece Engagement Promotion Standard Mail 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 Dec Jun 15 to PROMOTION PERIOD Feb Jul 1 to 31 DISCOUNT AMOUNT 2% of eligible postage A vertically-grooved envelope elicits a tactile response from the recipient. ELIGIBLE MAIL DESCRIPTION To be approved for this promotion, your mailpiece has to feature at least one of the following: New Changes Metallic ink and clear ink added as a fifth color in the CMYK printing process are ineligible for. Laminated postcards, full coverage gloss varnish and spot gloss varnish are ineligible for the promotion. Standard Mail Nonprofit Standard Mail letter and flats Specialty inks Specialty papers Interactive elements using folds or other dimensional elements Did you know? Direct mail is times more effective than at garnering donations for nonprofits. 3 Source: ProfitFusion.com Response Rate & Conversion For or additional information about this program, contact the Program Office at tactilesensorypromo@usps.gov or visit page 4

6 Tactile, Sensory & Interactive Mailpiece Engagement Promotion ( continued ) MAILPIECE REQUIREMENTS 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. An example of the approved inks include: Heat sensitive dyes or inks that change color from temperature 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 Special effects like holographs Textural treatments to paper that can be sensed by touch alone, such as embossing or soft touch You can also 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 Some envelope papers can be embossed with texture, or even infused with scents to capture the attention of the reader. Did you know? Embossed envelopes can increase response rates by 40% Source: Designer s Guide to Foil Stamping & Embossing, 2015 page 5

7 Emerging and Advanced Technology Promotion First-Class Mail and Standard Mail 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 ELIGIBLE MAIL DESCRIPTION Embed a Near Field Communication (NFC) device within your mailpiece to generate a communication related to your marketing message. Your mailpiece needs to integrate an approved technology to be eligible for this program. These include: Near Field Communication (NFC) Virtual reality Enhanced Augmented Reality Digital to Direct Mail Beacon technology Others, as approved Video in Print (ViP) This list represents some of the more innovative technologies that are beginning to be adapted in the marketplace. For additional information about this program, contact the Program Office at mailingpromotions@usps.gov or visit First-Class Mail presort and automation letters, cards and flats Standard Mail Nonprofit Standard Mail Did you know? USPS s Informed Visibility TM is a system that can help mailers provide customers with detailed information in real-time. Source: cfm?page=informed_visibility page 6

8 Emerging and Advanced Technology Promotion ( continued ) MAILPIECE REQUIREMENTS Mailpieces must be pre-approved and 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 in the mailpiece 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. 5. Virtual Reality is a computer technology that creates replicas of an environment, real or simulated, that includes a user s physical presence to allow for user interaction. 6. Digital to Direct Mail is technology that starts with digital behavior to dynamically create a customized/targeted mailpiece instead of the physical mailpiece launching a digital experience. Traditional direct mail is based on who you are, while Digital to Direct Mail is based on what you do. Additionally, the copy and website must meet specific requirements. These include: 7. The mailpiece must have directional copy or text that provides directions to the content of the marketing message included in the mailpiece. 8. 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. 9. Prominent location of technology and directional copy to ensure the recipient knows whether and how to engage with the technology. Envelopes which feature Augmented Reality (AR) can get the reader engaged with your envelope. New Changes This promotion features the addition of two new technology options: G Virtual Reality G Digital to Direct Mail (programmatic/ retargeting technology) All pieces must be pre-approved (vs. approving certain technologies on the piece, as has been done in the past). Clarification between Live Streaming services that are qualified under Video in Print vs. Streaming services (e.g. Netflix or Hulu) that do not qualify for this promotion. The promotion will not offer an A/B Testing option. page 7

9 Direct Mail Starter Promotion Standard Mail Consumers enjoy both the physical experience of mail and the technological enhancements digital media can provide. This promotion is for first-time mailers, and encourages the convergence of pixel and print via a direct mail design that incorporates technology. REGISTRATION PERIOD Mar Jul 15 to 31 PROMOTION PERIOD May Jul 1 to 31 DESCRIPTION Your mailpiece needs to incorporate a qualifying technology (e.g. QR Code) that leads the consumer to a mobile-optimized website. MAILPIECE REQUIREMENTS Mailpieces must meet requirements in either Option A or Option B. [A] 1. All qualifying mail must contain a mobile barcode or other equivalent print/mobile technology (e.g. QR Code, image embedded with a digital watermark) that leads to a complete mobile-optimized website when scanned by a mobile device. 2. The mailpiece must have directional copy, or text that provides directions to the content of the marketing message included in the mailpiece. 3. 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. [B] 1. The mailpiece must be dynamically printed with a unique, personalized URL. 2. The website must be fully optimized. 3. The mailpiece must have directional copy to alert customers what can be found on the website URL. DISCOUNT AMOUNT 5% of eligible postage ELIGIBLE MAIL Standard Mail Nonprofit Standard Mail * A NEW Promotion for * No more than 10,000 pieces per mailer may receive the discount during the promotion period. For additional information about this program, contact the Program Office at mailingpromotions@usps.gov or visit page 8

10 Personalized Color Transpromo Promotion First-Class Mail Your monthly statements represent a regular appointment between you and your customer. It is a time to connect, a reminder to make a 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 customers. Research suggests that personalization and the inclusion of color leads to greater response rates. DESCRIPTION A double window can highlight a personalized message and offer. To be eligible for this promotion, you must either use color message or personalized dynamic/variable color print to promote an offer within your customer bill or statement. See Mailpiece Requirements below for more details. MAILPIECE REQUIREMENTS Companies WHO HAVE NOT Participated Before: 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. Companies WHO HAVE Participated Before: 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 and psychographic data, as well as purchase behavior. REGISTRATION PERIOD May Dec 15 to 31 PROMOTION PERIOD Jul Dec 1 to 31 DISCOUNT AMOUNT 2% of eligible postage ELIGIBLE MAIL First-Class Mail presort and automation letters for bills and statements only New Changes In this promotion, participants who have NEVER participated in past years will be able to qualify with just color messaging. PRIOR year s promotion participants will be required to incorporate both dynamically printed color and personalized messaging in the mailpieces. For additional information about this program, contact the Program Office at FCMColorPromotion@usps.gov or visit page 9

11 Mobile Shopping Promotion Standard Mail 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 Jun Dec 15 to 31 PROMOTION PERIOD Aug 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. New Changes A path to purchase section has been added for this promotion with requirements like: G Pop-ups are not allowed upon initial entry into website. G A menu selection page or direct shopping area must be the initial choice after a mail recipient scans and enters the website. Directional copy must state if only one platform is supported. ELIGIBLE MAIL Standard Mail Nonprofit Standard Mail Did you know? On average, three types of media, including direct mail, are used in a typical omnichannel marketing campaign. Source: Direct Mail: Integral to the Marketing Mix, InfoTrends 2016 For additional information about this program, contact the Program Office at mailingpromotions@usps.gov or visit page 10

12 Mobile Shopping Promotion ( continued ) MAILPIECE REQUIREMENTS 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. Barcode placement: The mobile barcode or other print/mobile technology can be placed on the inside or outside of the mailpiece. It cannot be placed on a detached address label or card that is not attached to or enclosed within the mailpiece. 3. Directional copy: The mailpiece must contain prominently displayed text near the barcode or image that provides directions regarding how to scan the barcode. It should clearly inform the recipient that the link will facilitate a purchase. 4. 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. 5. Mobile optimization: The customer must be able to have a complete, mobile-optimized experience. 6. Ease of purchasing the product: The reader must be able to purchase the product conveniently when using the barcode. An omnichannel marketing campaign that uses direct mail and technology offers more channels for you to engage your audience. Did you know? Millennials are more likely to read a piece of direct mail than any other age group. Source: Direct Mail: Integral to the Marketing Mix, InfoTrends 2016 page 11

13 Enhance your mail. Promotion Calendar NOV DEC 2016 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC FIRST-CLASS MAIL REGISTRATION Earned Value Reply Mail PROMOTION PERIOD (6 months) Nov 15 to Dec 31 Jan 1 to Jun 30 STANDARD MAIL AND FIRST-CLASS MAIL STANDARD MAIL Personalized Color Transpromo REGISTRATION PROMOTION PERIOD (6 months) May 15 to Dec 31 Jul 1 to Dec 31 Emerging and Advanced Technology REGISTRATION PROMOTION PERIOD (6 months) Jan 15 to Aug 31 Mar 1 to Aug 31 Tactile, Sensory & Interactive Mailpiece Engagement REGISTRATION PROMOTION PERIOD (6 months) Dec 15 to Jun 30 Feb 1 to Jul 31 Direct Mail Starter REGISTRATION PROMOTION PERIOD (3 months) Mar 15 to Jul 31 May 1 to Jul 31 Mobile Shopping REGISTRATION PROMOTION PERIOD (5 months) Jun 15 to Dec 31 Aug 1 to Dec 31 page 12