confidential/internal use only marketing mail 2012 holiday mobile shopping promotion & mobile...

Confidential/Internal Use Only

Marketing Mail2012 Holiday Mobile Shopping

Promotion&

Mobile Commerce & Personalization Promotion Update

USPS and PrimeNet

September 7, 2012

Confidential/Internal Use Only 2

PRC Approved August 7th Start Registration September 15 Promotion Start Date November 7 Promotion End Date November 21 Fulfillment Period Nov 9 – Dec 31 Rebate Claim Due Date February 15,

2013

PRC Approved August 7th Start Registration September 15 Promotion Start Date November 7 Promotion End Date November 21 Fulfillment Period Nov 9 – Dec 31 Rebate Claim Due Date February 15,

2013

2012 Holiday Mobile Shopping Promotion

Program DatesProgram Dates



Program GoalsProgram Goals

•Encourage innovation

•Generate awareness of how an integrated direct mail campaign can increase response rates •Highlight and accelerate best practices in integrating mobile commerce and direct mail

•Acquire new customers •Drive long-term product value for direct mail •Receive greater visibility for Postal Service shipping options •Encourage mailers to use Priority Mail as a fulfillment option

•Encourage innovation

•Generate awareness of how an integrated direct mail campaign can increase response rates •Highlight and accelerate best practices in integrating mobile commerce and direct mail

•Acquire new customers •Drive long-term product value for direct mail •Receive greater visibility for Postal Service shipping options •Encourage mailers to use Priority Mail as a fulfillment option



Smartphone growth

100 million in 2012, 200 million by 2016

Double-digit growth next 4 years

Mobile internet usage increasing 75% by 2016

Mobile sales growth

Second fastest growing mobile activity

From 5.5% of e-commerce sales2010 to 11% in 2011

Prediction: Within 5 years,50% of U.S. shoppers willshop on mobile devices

eMarketer2012eMarketer2012

Mobile Commerce — growth

comScore 2012

MarketingProfs 2012

ABI Research 2010


Short-term promotion to drive the Holiday Shopping Season (Post Election), building a link between mail and mobile

Timing: • November 7-21, 2012• Leading up to “Black Friday”/’Small Business Saturday”/

“Cyber Monday” Background:

Explosive growth of smart phone users: • 100 m users in 2012 and forecasted to double by 2016

64% of owners now use their phones to shop online • Adoption and frequency will increase as:

Mobile functionality improves Online retail shopping sites are mobile enabled

How It Works: Two Opportunities to Save1. Retailer receives 2% discount on First Class and Standard

Mail Key requirement: mobile barcode enables mobile

shopping Items are purchased from the Smart Phone

2. If retailer uses Priority Mail w/Del Con for delivery of merchandise, they may receive 1% discount on Mail

Step 3:Step 3:

Step 1:Step 1:

Step 2:Step 2:

Program OverviewProgram Overview



• Provides business mailers with an upfront two percent postage discount on Standard Mail® and First-Class Mail® letters, flats and cards (presort and automation) that include a mobile barcode or print/mobile technology

• Mobile barcode that can be read or scanned by a mobile device and leads the recipient to a mobile optimized shopping website

• The technology must lead the recipient to a webpage that allows the recipient to purchase an advertised product on the mobile device

• Sale of services DOES NOT qualify for the promotion

• Mailers may also qualify for an additional one percent rebate on the postage of their qualifying mailings if a portion of their orders are fulfilled via Priority Mail® Del Con between November 9, 2012 and December 31, 2012.

Program DescriptionProgram Description



Up front 2% discount on Standard Mail and First-Class Mail® pieces that include a two dimensional barcode that can be read or scanned by a mobile smart phone and/or linked to a personalized URL.

An additional 1% rebate (on mail) is available if the Priority Mail Del Con shipment threshold of 0.5% of the mailing is met

Direct Mail piece must contain the following: Mobile barcode that is two-dimensional and readable by a

smartphone. Mobile barcode must link to a mobile optimized website that

allows the user to purchase a product

Program RequirementsProgram Requirements



Must use eDoc (mail.dat, mail.xml and Postal Wizard) Postage paid using a Permit Imprint, Meter or Precancelled Stamps

permit

Advance registration required (potential to re-enroll current participants)

Mailer agrees to participate in a survey

Promotion must be claimed in electronic postage statement submissions

All mailpieces in a mailing statement must meet program parameters

IMb barcodes required for any pieces claiming automation discounts (no POSTnet barcodes)

Additional Program Requirements



Financial Transaction RequirementsMust be able to complete the purchase through

Electronic payment method (credit, debit or prepaid card) via mobile internet browser Through a person-to-person payment method (ex. PayPal) via mobile internet

browser An order placed on the mobile device through the internet where the customer is

invoiced at a later date (presumably upon delivery) An order placed on the mobile device through an internet browser where charge is

added to a recurring bill

Definition of Product Defined as a tangible and physical item that can be purchased and shipped via a

shipping solution, example Priority Mail w/Del Con Products do not have to be shipped using the USPS, but the customer will not be

eligible for the additional 1% rebate without meeting the 0.5% threshold Product may have an intangible service component, but sale of a service alone will

not qualify Product in exchange for a donation does not qualify If a product can only be shipped to another business location (e.g. online ordering

for in-store pick-up), the mailing will not qualify

Program Requirements


Fulfillment RebateFulfillment Period: November 9, 2012 - December 31, 2012

Rebate Claim Period: January 1, 2013 - February 15, 2013

Rebate Amount: 1% of discounted postage

Fulfillment Threshold: 0.5% of discounted volume

Priority Mail Fulfillment Rebate

Mailer must send Priority Mail Del Con packages with a unique trackable barcode during the fulfillment period.

To claim the rebate, mailers must demonstrate that during the Fulfillment Period, the number of Priority Mail Del Con packages delivered to customers exceeded 0.5 % threshold

Mailer must send Priority Mail Del Con packages with a unique trackable barcode during the fulfillment period.

To claim the rebate, mailers must demonstrate that during the Fulfillment Period, the number of Priority Mail Del Con packages delivered to customers exceeded 0.5 % threshold


Sample Rebate Calculation

Program Period - Discounted Mail volume 100,000 pieces

Total postage prior to discount $21,000

2% Discount Applied $420

Total Postage after Discount applied $20,580

Fulfillment Threshold - 0.5% of Discounted Mail volume

500 packages

Actual number of packages fulfilled via Priority Mail with Delivery Confirmation (11/9 – 12/31)

1,225

Additional rebate earned $210

If the mailer sent less than 500 packages via Priority Mail with Delivery Confirmation during the Fulfillment Period, they would not be eligible for the additional 1% discount. If the mailer sent less than 500 packages via Priority Mail with Delivery Confirmation during the Fulfillment Period, they would not be eligible for the additional 1% discount.


Mailpiece Example

Barcodes next to each clothing item

Scan with smartphone

Mobile optimized checkout page to

enter payment info and finalize

purchases

Scan Here

Scan Here

Directional CopyDirectional Copy


A: Yes. Mobile-friendly means that the webpage is

formatted to fit within a smartphone screen (and thereby avoids the need to reduce text size or scroll horizontally to view the entire page).

Mobile optimized is a different version of the webpage that is designed specifically for small smartphone screens. Mobile optimized sites have:

more compact layout less copyFewer/smaller imagesstreamlined navigation

Mobile-Friendly vs. Mobile-Optimized

Q: Is there a difference?

Mobile-friendly sites do not qualify for the promotion discount. In order to qualify for the promotion the website must be redesigned for mobile viewing. If the website is

merely shrunk to fit a smartphone screen, but other changes have not been made, it will not qualify for the discount.

Danielle Young - Washington, DC

Added visual

Confidential/Internal Use Only

Google shows 57% of users won’t recommend a business if it has a poorly

designed mobile site, while 40% will turn to a competitor’s site after having a bad

mobile experience.

DMNews.com, “Pinpointing Mobile Search,” July 2012

Importance of Mobile-Optimization


Program Office contact:

[email protected]

Program Requirements & Documents

https://ribbs.usps.gov/index.cfm?page=mobilebarcode

Articles and link to registration:

www.usps.com/mobile-barcode

PostalOne Help Desk:

(800) 522-9085 or [email protected]

Program Office contact:

[email protected]

Program Requirements & Documents

https://ribbs.usps.gov/index.cfm?page=mobilebarcode

Articles and link to registration:

www.usps.com/mobile-barcode

PostalOne Help Desk:

(800) 522-9085 or [email protected]

More Information


Mobile Promotions

July-Aug 2011July-Aug 2011 July-Aug 2012July-Aug 2012 Nov 2012Nov 2012 20132013

2011 Mobile

Barcode Promotion

2011 Mobile

Barcode Promotion

2012 Mobile

Commerce and

Personalization Promotion

2012 Mobile

Commerce and

Personalization Promotion

2012 HolidayMobile

Shopping Promotion

(PRC approved)

2012 HolidayMobile

Shopping Promotion

(PRC approved)

2013 Promotional

Calendar (Several

promotions under consideration)

2013 Promotional

Calendar (Several

promotions under consideration)

• Encouraged first use of mobile barcodes• Increased barcode use from 1-2% to 34% STD Mail (2B pcs) and 5% FCM (188M pcs)

• Mobile barcode or PURL linked to mobile-optimized purchasing site • As of 8/13/12: – 24,400 mailings – 2B mailpieces – 93% STD Mail volume (93%)

Mobile PromotionsMobile Promotions

confidential/internal use only marketing mail 2012 holiday mobile shopping promotion & mobile...

Documents

mobile functionality

mobile timing

mobile shopping items

mobile sales growth

growing mobile activity

mail step

promotion mailers

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