Cover Story

2014 Mailing Promotions: Opening the Door to Innovation and Technology

Think of it as mail with some extra “oomph.”

Through its 2014 mailing promotions, the Postal Service™ encourages mailers to try new things to increase the value of transactional and direct mail, and keep using mail as part of their multi-channel marketing mix. This summer and fall, the focus is on showing mailers and marketers how they can continue to use mail to engage their customers by using mobile technology and dynamic color print.

Three promotions in the coming months will encourage mailers to try such technologies as near field communication and augmented reality, to use color print on their bills and statements, and to use direct mail to drive mobile purchases.

Here’s a rundown of upcoming mailing promotions:

Summer 2014

2014 Emerging Technology Promotion

Encourage mailers to enhance the value of their mail using near field communication and “enhanced” augmented reality as well as other potential technologies that will be considered.

n Registration Period: June 15–September 30.

n Promotion Period: August 1–September 30.

n Discount: 2 percent per eligible mailpiece.

n Eligible Mail:

n Standard Mail letters and flats.

n Nonprofit Standard Mail letters and flats.

n IMb full-service mailings for applicable products.

Color Print in First-Class Mail Transactions Promotion

This promotion encourages First-Class Mail^® mailers to use dynamic/variable color marketing messaging on bills and statements.

n Registration Period: June 15–December 31.

n Program Period: August 1–December 31.

n Eligible Mail: First-Class Mail commercial letters (sent in IMb full-service mailings).

n Discount: Upfront 2 percent postage discount.

n Mailpiece must have dynamic color printing on the bill or statement.

n Color messaging must be marketing or consumer information.

n Color inserts and preprinted color paper stock do not qualify.

n Color in transactional fields will not qualify.

Registration and the mailing period for both of these promotions are currently underway.

Fall 2014

Mail Drives Mobile Commerce Promotion

Marketers and retailers can utilize state of the art mobile purchasing technology with direct mail to facilitate purchases. Eligible mailpieces must include print/mobile technology that can be read or scanned by a mobile device and leads the recipient to a mobile-optimized shopping website.

n Registration Period: September 15–December 31.

n Promotion Period: November 1–December 31.

n Eligible Mail: Standard Mail letters and flats, Nonprofit Standard Mail letters and flats, and IMb full-service mailings for applicable products.

n Discount: 2 percent per eligible mailpiece (Mailers who fulfill packages via Priority Mail may qualify for an additional 1 percent discount).

n Priority Mail Fulfillment Rebate: Additional 1 percent Standard Mail postage rebate.

Program requirements documents and additional information about all the 2014 promotions can be found on RIBBS at https://ribbs.usps.gov/index.cfm?page=mailingpromotions.

— Mailing Services,
New Products and Innovations, 7-24-14