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The USPS has announced six direct mail promotion programs for 2019 aimed at boosting mail volumes.

Each of these programs incentivizes marketers, through discounted postage, to utilize both traditional and emerging direct mail formats and techniques in upcoming campaigns.

These promotions run for a limited time. It’s a good idea to start investigating their value now so you can plan ahead and take advantage of these savings in 2019.

1. Tactile, Sensory and Interactive Mailpiece Engagement

Studies show marketing pieces that encourage interaction can dramatically impact brand recall. Now you have a great excuse to try more advanced print innovations to engage your customers’ senses. For a limited time, enjoy an upfront postage discount on pieces utilizing everything from innovative inks, paper stocks, embossing and varnishes to dynamic formats such as pop-ups, unique folds and more.

Incentive: 2% discount at time of mailing

Registration Period: December 15, 2018-July 31, 2019

Promotion Period: February 1-July 31, 2019

Classes of Mail: Regular & Nonprofit Marketing Mail

Types of Mail: Letters & Flats

2. Emerging and Advanced Technology 

The USPS understands that to remain relevant in today’s mobile world, it must embrace and encourage new technologies. This promotion does just that, offering discounts on direct mail that incorporates advances such as Augmented Reality (AR), Virtual Reality (VR), Near Field Communication (NFC), Video in Print (ViP) and more. Mailers featuring these enhancements are ideal for facilitating programmatic and retargeting marketing strategies.

Incentive: 2% discount at time of mailing

Registration Period: January 15-August 31, 2019

Promotion Period: March 1-August 31, 2019

Classes of Mail: First-Class Presort & Automation; Marketing Mail (Regular & Nonprofit)

Types of Mail: Letters & Flats

3. Earned Value Reply Mail

It’s no secret the USPS is struggling to increase mail volume. As other communication technologies have risen, First-Class mail has declined. This promotion hopes to slow that trend by offering future discounts on Business Reply Mail (BRM), Courtesy Reply Mail (CRM) and Share Mail pieces. Those who register their Mailer ID (MID) and use eligible Intelligent Mail barcodes may receive postage credit for each scanned reply.

Incentive: Future postage credit throughout promotion

Registration Period: February 15-March 31, 2019

Promotion Period: April 1-June 30, 2019

Classes of Mail: First-Class Presort & Automation; Marketing Mail

Types of Mail: Cards (First Class), Letters & Flats

4. Personalized Color Transpromo

Most direct marketers are likely familiar with this promotion from past years. Designed to increase the value of First-Class Mail by encouraging mailers to invest in color print technology, this incentive offers an upfront postage discount to mailers using dynamic or variable color print for personalized transpromotional marketing messages on customer notices and bill statements.

If you’ve participated in past years, you will be required to use both dynamic color and personalized messages on your pieces. In order to make participating easier, the USPS will require first-year participants to satisfy the color requirements only.

Incentive: 2% discount at time of mailing

Registration Period: May 15-December 31, 2019

Promotion Period: July 1-December 31, 2019

Classes of Mail: First-Class Presort & Automation

Types of Mail: Letters (bills and statements only)

5. Mobile Shopping

As mobile shopping and e-commerce continue to grow, the USPS is encouraging mailers to incorporate QR Codes, Snap Tags, Watermarks and other advanced technologies to create an integrated marketing approach that enhances the shopping experience for consumers.

These digital barcode formats are becoming more and more advanced and effective. Not only do they drive customers through to mobile-friendly sites or social platforms to buy, but they also can be configured to capture essential data and detailed analytics—a true Win-Win.

Incentive: 2% discount at time of mailing

Registration Period: June 15-December 31, 2019

Promotion Period: August 1-December 31, 2019

Classes of Mail: Regular & Nonprofit Marketing Mail

Types of Mail: Letters & Flats
 

6. Informed Delivery—NEW!

New for 2019, the USPS is seeking to increase the adoption of its new Informed Delivery service by offering an upfront postage discount for those who participate. Informed Delivery is an exciting new program that allows residents who sign up to preview their physical mail via email before it ever hits their home mailboxes.

This gives marketers a unique chance to touch customers across two marketing channels with one tactic—increasing reach and frequency while cutting campaign costs. Take advantage of this promotion to join this popular program while saving money at the same time.

Incentive: 2% discount at time of mailing

Registration Period: July 15-November 30, 2019

Promotion Period: September 1-November 30, 2019

Classes of Mail: First-Class Presort & Automation; Marketing Mail (Regular & Nonprofit)

Types of Mail: Cards (First-Class), Letters & Flats

For more tips on making your next direct mail campaign as effective and efficient as possible, download our FREE Direct Mail Production Checklist today!