the usps 2016 · to qualify, the mailpiece must engage the reader by using folds or other...

THE USPS

2016 PROMOTIONS AND INCENTIVES

White Paper

Enhance your mail.

This document is for informational purposes only and includes simplified explanations of the 2016 promotions. Each promotion has detailed requirements and can be found at https://ribbs.usps.gov/index.cfm?page=mailingpromotions. The USPS Promotions must be reviewed and approved by the USPS.

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The USPS 2016 Promotions and Incentives have been designed to create excitement about the mail, keep mail relevant and help reward you — innovative mailers who want to meaningfully connect with your customers via the mail.

This year’s promotions focus on providing marketers with the opportunity tofurther engage customers with the envelope and mailpiece. Promotions range from using dynamic color and new print techniques to integrated mobile technology.

Promotions

Emerging and Advanced Technology/Video in Print . . . . . . . . . . . . . . . . . . . page 2

Tactile, Sensory & Interactive Mailpiece Engagement . . . . . . . . . . . . . . . . . page 4

Earned Value Reply Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 6

Mobile Shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 7

Personalized Color Transpromo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 8

Promotions Calendar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 9

Learn more about the USPS Promotions today.


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You can use Augmented Reality (AR) in direct mail to potentially improve marketing campaigns. AR revenue

is expected to hit $600 billion by 2016.

Emerging and Advanced Technology/Video in Print Promotion

Marketers can amplify direct mail results when incorporating technology into their mailpiece. Mail has the ability to link tactile sensations and visual information, and research suggests this leads to greater brand recall. With this promotion, the USPS is encouraging customers to explore technologies that can be embedded into paper and linked to a mobile phone or other device.

DESCRIPTIONYour mailpiece needs to integrate an approved technology to be eligible for this program. These include:

• Near Field Communication (NFC) • Video in Print (ViP)• “Enhanced” Augmented Reality • Others, as approved • Beacon technology

This list represents some of the more innovative technologies that are beginning to be adapted in the marketplace.

ADDITIONAL DISCOUNTSParticipants are eligible for additional discounts by submitting A/B testing results to the USPS Program Office.

MAILPIECE REQUIREMENTSContinues on page 3.

For additional information about this program, contact the Program Office at [email protected] or visit https://ribbs.usps.gov/index.cfm?page=mailingpromotions.

2016REGISTRATION PERIOD

Jan Aug

15 to 31PROMOTION PERIOD

Mar Aug

1 to 31DISCOUNT AMOUNT2% of eligible postage

ELIGIBLE MAIL

• First-Class Mail ® presort and automation letters, cards and flats

• Standard Mail ® letters and flats

• Nonprofit Standard Mail letters and flats

Source: Rapid Value Engaging Mobility, “The Rise of Mobile Technology in Retail”

Embed a Near Field Communication (NFC) device within your mailpiece to generate a communication related to your marketing message.


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Emerging and Advanced Technology/Video in Print Promotion ( CONTINUED )

MAILPIECE REQUIREMENTSMailpieces must meet a number of requirements regarding the technology, copy and linked website.

Examples of approved technology include:

1) A Near Field Communications (NFC) embedded within the mailpiece. The NFC must interact with a device upon touch or proximity to the mailpiece to generate a communication related to the marketing message.

2) iBeacon/Beacon technology that interacts with a mobile device. Examples include a personalized triggered message, iBeacon/Beacon coupons or updates to a mobile device.

3) “Enhanced” Augmented Reality (AR) technology lets consumers relate directly to products and brands. It also includes video animation and/or2D-3D interactive graphics in front of or over physical objects so they appear to be interacting with the physical object. The AR is referred to as “enhanced” because it must link to more than a static, pop-up or worded display that does not engage the recipient in any experience other than reading or simply clicking a button.

4) Video in print is advertising that is featured in print catalogs and/or mailpieces and can be described as giving users a virtual tour on each page.

Additionally, the copy and website must meet specifi c requirements. These include:

5) Having directional copy, or text that provides directions to the consumer regarding how to read the copy. It must be near the logo, icon, or image.

6) The linked website must:

a. Have relevance, or contain information pertinent to the content of the marketing message included in the mailpiece.

b. Be mobile optimized so that the user has optimum performance when viewing it on a mobile device.

28 million consumers accounted for $5.01 billion

in Near Field Communication transaction value in 2014.

Source: USPS’s www.irresistiblemail.com/#/near-field-communication

Envelopes which feature Augmented Reality (AR) can get the reader engaged with your envelope.


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Jan Aug


Mar Aug


ELIGIBLE MAIL


• Nonprofit Standard Mail

Tactile, Sensory & Interactive Mailpiece Engagement Promotion

Get your mailpiece noticed by incorporating sensory and tactile features into your design. The Tactile, Sensory and Interactive Engagement Promotion encourages mailers to use the latest technological advancements as they become more popular and accessible. Neuroscience and neuromarketing research supports that when marketing materials engage tactile experiences and additional senses, brand recognition and message recall increase.

DESCRIPTIONTo be approved for this promotion, your mailpiece has to feature at least one of the following:

• Specialty inks• Specialty papers• Interactive elements using folds or other dimensional elements

MAILPIECE REQUIREMENTSContinues on page 5.


79% of consumers react to direct mail immediately - it engages their senses and keeps them involved longer.

Source: www.irresistiblemail.com/#/formats

A vertically-grooved envelope elicits a tactile response from the recipient.


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Tactile, Sensory & Interactive MailpieceEngagement Promotion ( CONTINUED )

MAILPIECE REQUIREMENTSYour mailpiece must include one or more specialty inks, specialty papers or interactive designs to qualify for the promotion.

Specialty inks can catch the reader’s eye and entice them to read or open your envelope. Some examples of the approved inks include:

• Conductive inks, which have metallic components that can activate an electronic device

• Heat sensitive dyes or inks that change color from temperature

• Clear ink or clear toner that is added as a fifth “color” in typical CMYK printing processes

Specialty papers trigger a sensory engagement with the reader. For the purposes of the promotion, specialty papers include some embossed papers. Examples of the approved specialty papers include:

• Paper infused with scents, sounds or tastes

• Special effects like holographs

• Textural treatments to paper that can be sensed by touch alone, like laminated coatings, embossing or other surface treatments

Or you can qualify for the promotion by creating an interactive mailpiece. To qualify, the mailpiece must engage the reader by using folds or other dimensional enhancements that create a dynamic effect. These mailpieces can include features like:

• 3-dimensionality

• Pop-ups

• Infinite folding

Get your message right into the hands of your customers.

67% of customers say paper is more pleasant to handle and

touch than other media.

Source: Print in the Mix, “Americans Still Prefer Print and Paper Communications”

Some envelope papers can be infused with scents to capture the attention of the reader.

Prefer Print and Paper Communications”


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For nonprofi ts, your return envelope can feature a thank you message.

MAILPIECE REQUIREMENTS

To qualify, the BRMs and CRMs must:

• Contain the Intelligent Mail ® barcode with the Mailer ID encoded and an Earned Value Promotion preregistered MID to be identified and scanned during mail processing.

• For postcard and letter-size BRMs, be barcoded with a valid and properly used ZIP+4 code on the mailpiece and the same ZIP+4 code must be encoded within the IMb.

• Contain the barcode ID, service type ID, and correct ZIP+4 routing code.

• For permit holders, must use the ZIP+4 codes and the MID assigned by the USPS.


Earned Value Reply Mail Promotion

Include a Business Reply Mail envelope (BRM) or Courtesy Reply Mail envelope (CRM) in your outbound mailing to facilitate payment. You can even make the most of a return envelope and include a transpromotional message, promoting your brand’s image.

Your return envelope can feature a “Thank You For Your Payment” or “We appreciate your donation!” message to enhance the sender’s experience.

DESCRIPTIONProvide a BRM or CRM in your outbound mailing to facilitate bill payment or reply to your offer, and qualify for a per piece postal discount.


Feb Mar


Apr Jun

1 to 30ELIGIBLE MAIL

• Business Reply Mail and Courtesy Reply Mail

EARNED VALUE CREDITS

$.02 or $.03 per BRM or CRM piece depending on meeting certain program thresholds

MAILPIECE REQUIREMENTS1) Mobile barcode: All qualifying mail must contain a mobile barcode or other equivalent print/mobile

technology that when scanned by a mobile device leads to a complete mobile optimized website. Creating a color mobile barcode can improve its visibility and could drive up response.

2) Directional copy: The mailpiece must contain prominently displayed text that provides directions regarding how to scan the barcode. It should clearly inform the recipient that the link will facilitate a purchase.

3) Website relevance: The destination web pages must contain information relevant to the content of the mailpiece and some or all of the products advertised must be available for purchase on a mobile device.

4) Mobile optimization: The customer must be able to have a complete, mobile optimized experience.

5) Ease of purchasing the product: The reader must be able to purchase the product conveniently when using the barcode.

For additional information about this program, contact the Program Office at [email protected] or visit https://ribbs.usps.gov/mailingpromotions/documents/tech_guides/2016MobileShoppingPromotion.pdf


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May Dec


Jul Dec


ELIGIBLE MAIL


• Nonprofit Standard Mail letters and flats

Mobile Shopping Promotion

Get double duty out of your envelope by providing a direct link to your mobile site. By including mobile technology with your mailpiece, you have the potential to boost your integrated marketing efforts and drive greater responses. The 2016 Mobile Shopping promotion encourages mailers to combine mobile technology with direct mail to create a convenient method for customers to do their shopping.

DESCRIPTIONTo be approved for the 2016 Mobile Shopping Promotion, your mailpiece must feature a mobile barcode or other print/mobile technology that can be read by a mobile device. It then should lead to a mobile optimized shopping website, and the customer must be able to easily purchase the advertised product.


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May Dec


Jul Dec


ELIGIBLE MAIL

• First Class Mail commercial letters that are part of an IMb Full-Service mailing

Personalized Color Transpromo Promotion

Your monthly statements represent a regular appointment between you and your customer. It is a time to connect, a reminder to make payment or even an opportunity to offer a new deal. This promotion is intended to use personalization and color to create a greater connection with and response from end customers. Research suggests that personalization and the inclusion of color leads to greater response rates.

DESCRIPTIONTo be eligible for this promotion, you must use personalized dynamic/variable color print to promote an offer within your customer bill or statement.

USE A UNIQUELY-SHAPED WINDOW

TO DRAW ATTENTION TO YOUR FULL-COLOR TRANSPROMOTIONAL

ADVERTISEMENT OR PERSONALIZED

MESSAGE.

MAILPIECE REQUIREMENTSYour mailpiece must include a full-color personal transpromotional marketing or consumer message such as an “Onsert” or “OnStatement” to qualify. These are printed instream on a physical piece of paper within the contents of the letter or statement.

The personalization is information that the recipient would fi nd personal or relevant in nature – items like customer demographic data, psychographic data, as well as purchase behavior.

These must reference a promotion or offer. Simply referencing payment or bill management will not qualify the mailpiece for the promotion.


A double window can highlight a personalized message and offer.

Enhance your mail.


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2016 Promotion Calendar As of December 11, 2015

JAN – FEB – MAR APR – MAY – JUN JUL – AUG – SEP OCT – NOV – DEC

FIRST-CLASS MAIL®

Earned Value Reply MailREGISTRATION PROMOTION PERIOD (3 MONTHS)

Feb 15 to Mar 31 Apr 1 to Jun 30

Personalized Color TranspromoREGISTRATION PROMOTION PERIOD (6 MONTHS)

May 15 to Dec 31 Jul 1 to Dec 31

STANDARD MAIL® AND FIRST-CLASS MAIL

Emerging and Advanced Technology/Video In Print REGISTRATION PROMOTION PERIOD (6 MONTHS)

Jan 15 to Aug 31 Mar 1 to Aug 31

STANDARD MAIL

Tactile, Sensory & Interactive Mailpiece Engagement REGISTRATION PROMOTION PERIOD (6 MONTHS)

Jan 15 to Aug 31 Mar 1 to Aug 31

Mobile Shopping REGISTRATION PROMOTION PERIOD (6 MONTHS)

May 15 to Dec 31 Jul 1 to Dec 31

the usps 2016 · to qualify, the mailpiece must engage the reader by using folds or other...

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