2014 USPS Mailing Promotions - gppcc.com€¦ · 2014 USPS Mailing Promotions U S Postal Service “Goes Mobile in 2014!” By: James H “Jamie” Cutburth USPS-HQ Sr. Sales Executive
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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
James.h.cutburth@usps.gov Scan in my contact info
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
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
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
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
Mail as a Platform for Mobile Purchases
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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
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
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.
USPS Promotes mail innovations
Enhanced mailpiece
Greater response rate
Increased ROI
USPS Strategy To Drive Mail Value & Relevancy
2014 Mailing Promotions
11
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
12
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.
13
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
14
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.
15
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
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: mobilebarcode@usps.gov
Earned Value Email: earnedvalue@usps.gov
Premium Advertising Email: premiumadmail@usps.gov
Saturation/High Density Email: SatHDIncentive@usps.gov
Web: https://ribbs.usps.gov/index.cfm?page=mobilebarcode (Recorded webinars available)
Promotion
Registration: https://gateway.usps.com/bcg/login.htm
Questions?
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