The United States Postal Service (USPS) offers a variety of programs encouraging mailers to expand the effectiveness of their direct-mail programs while saving money on postage. On average, participation will provide a 2–5% postage discount. Among the promotions being offered in 2017:
This program offers credits for Alternate Postage mail pieces (in addition to Business Reply Mail and Courtesy Reply Mail pieces) and increases the per-piece credit amount from $0.02 to $0.05.
This promotion encourages mailers to invest in color print technology to foster a better connection with (and response from) customers. It will allow new participants to qualify without meeting the personalization requirement.
This promotion will incorporate virtual reality and encourage programmatic and retargeting direct-mail strategies under which physical mail pieces are generated automatically as a result of consumers’ online actions.
Direct mailers who “enhance customer engagement with the mail through the use of advanced print innovations in paper and stock, substrates, inks and finishing techniques” will be considered. Standard mail meeting the requirements will be eligible for an upfront 2% postage discount.
This promotion offers a 2% discount for Standard Mail letters and flats that include qualifying technology (i.e., QR Codes, snap tags, and watermarks) inside the mail piece or on the mail piece itself that facilitate consumer purchases through mobile-friendly websites or social media “Buy Now” features.
New to the 2017 roster, this promotion simplifies participation requirements to make it easier for smaller businesses to start using direct mail as a marketing channel. For details on these promotions, including full incentives, registration periods, and promotion periods, download a PDF version here.