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2014 USPS Mailing Promotions
U S Postal Service “Goes Mobile in 2014!”
By:
James H “Jamie” Cutburth
USPS-HQ Sr. Sales Executive
Marketing Innovations & Shipping Solutions
Desk: 503-294-2336, Mobile: 503-816-8933
[email protected] Scan in my contact info
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80% look at their mail
daily – as a valuable
news source
Mail is still highly valued
75% like to see what’s in
the mail
63% of mail is kept at
least 2 days
Source: USPS 2011-2012 Mail Moment Survey
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Mail is Relevant
• 79% sort the mail at the
first opportunity
• 72% would like to receive more
personal mail
• 67% scan the mail looking for
important/interesting mail
Youth Attitudes
Source: USPS 2011-2012 Mail Moment Survey
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Mail is More “Real” to the Brain
Benefits of Direct Mail
• Engages emotional
processing centers
• Leaves deeper footprint in
brain
Direct mail provides a tactile response that stimulates the senses, creating
more positive brand associations and lasting memory…but we can do more.
Source: Millward Brown, 2009
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Changing Marketplace
• PC shipments down nearly 14% in Q1 2013 -- IDC, Jan 2013
Mobile Commerce on the Rise
• 1.2 billion smartphone and tablet sales predicted
worldwide for 2013 --Gartner, Nov. 2012
• Mobile commerce sales increased 81% in 2012, to
nearly $25 billion and expected to reach $38B in 2013 --eMarketer, Jan. 2013
• By 2017, 77.1% of digital buyers in the U.S. will
purchase via smartphone or tablet --eMarketer, Apr. 2013
Mobile Purchasing on the Rise
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Mail as a Platform for Mobile Purchases
6
Mail and Mobile: An Optimum Connection
• Leverage existing consumer behavior with
• Provides a ‘jumping off point’ to digital
• It becomes more than what is printed on the
mailpiece
• Additional content
• Enhanced and unique experiences
• Better engagement
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Keys for Successful Mail on Mobile
Mobile-on-Mail campaigns require a call to action, mobile technology to
capture the offer, and a resulting consumer action.
Call to action
on mailpiece Capture via
mobile device
Redeem on
mobile device
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Technology Enabling New Mail Experiences
Sample Technologies
NFC
• Link NFC
enabled mobile
device
Mobile Barcode
• Barcodes
containing links,
video, coupons,
etc.
Image Recognition
• Identifies digital
watermarks and
printed images
Augmented Reality
• Interactive 3-D
experience
These technologies are widely available and affordable in the marketplace.
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USPS Promotes mail innovations
Enhanced mailpiece
Greater response rate
Increased ROI
USPS Strategy To Drive Mail Value & Relevancy
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2014 Mailing Promotions
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Branded Color Mobile Technology
Encourage mailers to add marketing and
creative value by moving beyond basic black &
white QR codes and developing mailpieces that
include color barcodes or color digital image
recognition technology.
• Qualifying mailings must include either:
1. A creative mobile barcode that incorporates one of the following:
a) two or more colors set against a background (other than black or white)
b) a trademark or graphic and at least one color (other than black or white)
2. color digital image recognition technology
• Promotion Period: February 1 – March 31, 2014
• Eligible Mail:
Standard Mail letters and flats
Nonprofit Standard Mail letters and flats
First-Class Mail presort and automation letters, cards and flats
• Discount: 2% per eligible mailpiece
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Encourage mailers to utilize customer
information and variable data printing
technology to create personalized and
relevant mailpieces and digital experiences
that increase response rates. www.ChristopherStevens.tonicConnect.com
Mail & Digital Personalization
Promotion applies to marketing campaigns using a customized mailpiece and url.
Both the mailpiece and PURL/website must be customized and/or personalized to
qualify for this promotion
•Promotion Period: May 1 – June 30, 2014
•Eligible Mail:
Standard Mail letters and flats
Nonprofit Standard Mail letters and flats
First-Class Mail presort and automation letters, cards and flats
• Discount: 2% per eligible mailpiece.
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Encourage marketers and retailers to utilize
state of the art mobile purchasing technology
with direct mail to facilitate purchases.
Mail Drives Mobile Commerce
Promotion Period
November 1 – December 31, 2014
Eligible Mail
Standard Mail letters and flats
Nonprofit Standard Mail letters and flats
Promotion Period Discount:
2% per eligible mailpiece (Mailers who fulfill packages via
Priority Mail may qualify for and additional 1% discount)
Priority Mail Fulfillment Rebate
Additional 1% Standard Mail postage rebate
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. Pending USPS and PRC approval
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Emerging Technology
To participate in the promotion, the mailpiece must incorporate
NFC technology or other emerging technology to engage the
recipient in an interactive experience with a mobile device.
•Promotion Period: August 1 – September 30, 2014
•Eligible Mail:
Standard Mail letters and flats
Nonprofit Standard Mail letters and flats
Discount: 2% per eligible mailpiece
Pending PRC approval
Emerging Technologies Promotion:
Featuring NFC
Encourage mailers to enhance the value of
their mail utilizing Near Field Communication
and other forms of mobile technology.
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Encourage USPS customers to continue to
provide Business Reply Mail® (BRM) and
Courtesy Reply Mail™ (CRM) as options for
consumers to communicate with them.
Earned Value
• Promotion Period: April 1 – June 30, 2014 (Reply pieces will be
counted during this period)
• Credit
2 cents credit per eligible, returned CRM or BRM mailpiece.
Participants in the 2013 Earned Value Promotion whose CRM
and BRM counts increase in 2014 will receive 3 cents per eligible
mailpiece
• Credit Receipt/Redemption
Credit will be applied to the mailer’s Permit Imprint account
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Color Print in First-Class Mail
Transactions Promotion
Encourage FCM mailers to utilize color ink on
onserts with bills and statements, which can
produce a greater connection and response
from consumers.
Color Print in First-Class Mail
• Promotion Period: August 1 – December 31, 2014
• Eligible Mail: First-Class Mail® presort and automation letters sent in IMb full-
service mailings
• Upfront 2% postage discount to mailers who use variable color print on
transactional mail (required to be mailed as First-Class Mail)
• Eligible pieces must have dynamic color printing on the bill or statement
• Color messaging must be for marketing or consumer information purposes
Use of color inserts and pre-printed paper stock, do not qualify for the
promotion
Color in transactional fields alone of the mailpiece will not qualify
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Premium Advertising Product
Promotion
Encourage top Standard Mail marketers
and advertisers to use First-Class Mail by
offering a discount to mailers who send
advertising content via First-Class Mail.
Premium Advertising
The promotion offers an upfront discount on First-Class
Mail postage on mailpieces composed entirely of
marketing or advertising content.
• Promotion Period: April 1 – June 30, 2014
• Eligible Mail: First-Class Mail presort and automation letters sent in IMb full-
service mailings
• Eligible Participants: Customers who mailed $6 million or more in Standard
Mail letter postage from Oct. 1, 2012 through Sept. 30, 2013. Mail service
providers are not eligible to participate.
• Postage Payment: Permit Imprint only
• Discount: 15% per eligible mailpiece
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Saturation & High Density Incentive
A year-long Saturation & High Density Incentive program will take place
during calendar year 2014.
Incentive Eligibility Requirements:
• Eligible Products: Saturation, High Density Plus, and High Density
letters & flats paid for with a postage permit. (includes EDDM BMEU,
but not EDDM Retail)
• Eligible Mailers: must have mailed at least 6 times in FY2013
• Mailer Volume Threshold: 102% of CY2013 volume
• Postage credit on incremental volume above threshold varies by
product:
Regular Saturation Letters & Flats = 20%
Regular High Density/High Density Plus Letters & Flats = 15%
All Non Profit Saturation High Density & High Density Plus = 5%
• Credit applied to Permit Imprint account in Q2 of FY 2015.
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Promotion Contact Information
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General Email: [email protected]
Earned Value Email: [email protected]
Premium Advertising Email: [email protected]
Saturation/High Density Email: [email protected]
Web: https://ribbs.usps.gov/index.cfm?page=mobilebarcode (Recorded webinars available)
Promotion
Registration: https://gateway.usps.com/bcg/login.htm
Questions?