2019 USPS Promotions

The Post Office has announced 6 promotional programs this year to help drive mail volume and incentivize marketers to realize the potential of direct mail as a continued viable marketing channel. They are rolling out throughout the year in periods of between 3 and 6 months.

Full information on all of these programs can be found here:
https://postalpro.usps.com/promotions
Links to specific program requirements can also be found in each section header.​

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Emerging and Advanced Technology Promotion

March 1, 2019 – August 31, 2019 - First-Class and Marketing (standard) Mail
2% Upfront Postage Discount

​“As mobile and other print technologies evolve, mail has the potential to offer greater value by engaging customers in new and exciting ways. In order to ensure that Direct Mail continues to be a relevant part of the marketing mix, the Postal Service is offering another promotion encouraging customers to incorporate technologies such as “Enhanced” Augmented Reality, Virtual Reality and Mixed Reality, Near Field Communication (NFC), Video in Print (ViP) featuring Shoppable Video, Integration with Digital Assistants, and Addressable TV technology application in their direct mail campaigns.”
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Guess what the USPS considers as an emerging or advanced technology....Integrated Marketing Solutions!  Not only do you get the incredble reach and ease of IMS, but you pay less in postage costs every single time!

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Tactile, Sensory and Interactive Mailpiece Engagement Promotion

February 1, 2019 – July 31, 2019 - Marketing (standard) Mail
2% Upfront Postage Discount

“The print industry continues to develop innovations in papers/stocks, substrates, finishing techniques and inks. New print elements can be incorporated in a mail campaign to engage a multi-sensory experience through special visual effects, sound, scent, texture/tactile treatments, and even taste. In addition, interactive mailpiece features (such as pop-ups, infinite folds, or other dimensional treatments) can help drive customer engagement. Neuroscience and neuromarketing research suggests that marketing materials that engage tactile experiences and/or other senses lead to potentially significant impacts on brand recognition and message recall. By leveraging advances in print and finishing technology, marketers and mailers can enhance the way consumers interact and engage with mail to drive customer engagement and response rates.”

That’s USPS-speak for a “fancy” mailpiece.  Specialty inks (conductive, thermochromic, photochromic, hydrochromic, etc) would apply.  Specialty papers (scratch & sniff, lenticular, holographic, Rapid Press’s own soft touch laminate, etc) would apply.  Specialty folds that require the recipient to twist, spin, dial, pull, or bend the mailpiece (such as 3D folds, pop-ups, and infinite folds) would apply.  We highly recommend that you consider a soft touch laminate to your next postcard, it really adds a unique feel to the piece and really stands out!

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Informed Delivery Promotion

September 1, 2019 – November 30, 2019 - First-Class and Marketing (std.) Mail
2% Upfront Postage Discount

“The USPS has created its own omni-channel tool for mail through the development of the Informed Delivery platform. In an effort to increase the adoption rate of Informed Delivery the USPS is offering a 2% discount off postage for mailings that incorporate Informed Delivery campaigns as a component of their mailings.”

Guess what amazing direct mail package features Informed Delivery as a built-in component....Integrated Marketing Solutions!  Not only does your client see a grayscale scan of their actual mailpiece, but they get to see your clickable full-color ad right next to it.  Haven’t heard of Informed Delivery before?  Give us a call or send us an email!

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Personalized Color Transpromo Promotion

July 1, 2019 – December 31, 2019 - First-Class Mail
2% Upfront Postage Discount

“This promotion encourages mailers of bills and statements to use color messaging in order to create a greater connection to and response from consumers. The Promotion is intended to increase the value of First-Class Mail, and encourage mailers to invest in color print technology. An upfront postage discount is provided to mailers who use dynamic/variable color print for personalized transpromotional marketing messages on their bills and statements. For companies who have participated in this promotion in prior years, the mailer will be required to incorporate both dynamically printed color and personalized messaging in the mailpieces. For companies/mail owners who have not previously participated, only the dynamic color printing requirement must be satisfied in their first year of participation to help facilitate the process of getting on board with the technology.”

Do you send your clients paper bills or account statements?  Consider adding a full-color Onsert or OnStatement to take advantage of this promotion.  Put the recipient’s name in color, include variable-data rewards or loyalty programs in color, add a personalized upsell message in color.  It’s a simple way to not only add some flair and personalization to the piece, but it’ll save you money too!

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Mobile Shopping Promotion

August 1, 2019 – December 31, 2019 - Marketing (standard) Mail
2% Upfront Postage Discount

“This promotion is aimed at businesses and mailers offering products for sale, especially during the 2019 holiday shopping season. As mobile technology continues to change the landscape of consumer interaction, mail has the potential to serve as an invaluable conduit between the mobile platform and shopping experience. The 2019 Mobile Shopping Promotion encourages mailers to integrate mobile technology with direct mail to create a convenient method for consumers to do their online shopping. Using technology platforms such as Quick Response (QR) Codes, Snap Tags, Watermarks, and other advanced technologies to launch consumers into online shopping experiences is a great combination of the power of print solutions and web based shopping portals. The 2019 Mobile Shopping Promotion will also continue to encourage the implementation of evolving QR code technology, including animated QR codes, Visual QR codes, Dotless QR codes, Voice QR codes, and aspects of the new visual design capabilities and data-based analytics now supporting QR technology. New barcode formats continue to multiply and can provide the basis for linking a physical mailpiece to a digital experience (ex., Twitter QR codes, Amazon Smile codes, Pinterest pin codes, Messenger codes, LinkedIn QR codes, Instagram nametags, etc.). The 2019 Mobile Shopping Promotion will continue to allow mailers to qualify via a Social Media purchasing component. This year mailers can also qualify with an App-enabled QR code payment. This can be either the mailer’s branded app or payment provided app, as long as the directional copy is clear. 

Put a QR code that links to an “electronic shopping experience”, save 2% on your postage costs.  Easy-peasy.

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Earned Value Reply Mail Promotion

April 1, 2019 – June 31, 2019 - Business Reply, Courtesy Reply, Share Mail
$0.03 credit for each BRM, CRM, or Share Mail piece sent back

“The 2019 Earned Value Reply Mail Promotion is intended to help slow the decline of First-Class Mail including Business Reply Mail (BRM) and Courtesy Reply Mail (CRM) pieces. As technology continues to disrupt mail volume, the Postal Service would like to encourage mailers to continue distributing BRM, CRM, and Share Mail pieces. Mailers who register their Mailer ID (MID) information and use eligible Intelligent Mail barcodes on their BRM, CRM, and Share Mail pieces may receive a postage credit for each mailpiece that is placed in the mailstream by the recipient and scanned during the promotion period.”

If you send out BRM or CRM reply mail, this is a no-brainer.  You’ll get a 3 cent credit for every single one your clients send back to you.

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