USPS Mailing Promotions

2014

USPS Mailing Promotions

2014

Mark DaddarioSenior Sales Executive – Mailing

Headquarter SalesNorthern Ohio District

Mark DaddarioSenior Sales Executive – Mailing

Headquarter SalesNorthern Ohio District

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Objectives■ Mobile Technology Integration

Build upon previous promotions and continue strategy to encourage mailers to integrate direct mail with mobile technology

■ Technology Drives Relevance Leverage the value of innovative direct mail techniques that

are effective but less widely used

■ Leverage Value of First-Class Mail Promotions intended to slow the declining volume trends and

ensure reply mail and FCM advertising remain a relevant part of the FCM mix

■ New Customer Acquisition Program to provide incentive for new small business

customers to try direct mail

2014 Promotional Calendar2014 Promotional Calendar

JAN – FEB - MARCH APRIL – MAY - JUNE JULY – AUG - SEPT OCT – NOV - DEC

Earned Value Promotion

Branded Color Mobile Technology Promotion

Color Print in First-Class Mail Transactions Promotion

Premium Advertising Promotion

Mail and Digital Personalization Promotion

Mail Drives Mobile Commerce Promotion

EDDM Coupon Program

2014 PROMOTIONS TIME LINE2014 PROMOTIONS TIME LINE

Emerging Technology Featuring NFC PromotionSTANDARD MAIL

STANDARD AND FIRST-CLASS MAIL

FIRST-CLASS MAIL

EDDM MAIL

*mail prepared/ presented as FCM

Promotion PeriodApril 1 – June 30

Promotion PeriodAug 1 – Dec 31

Promotion PeriodMay 1 – June 30

Promotion PeriodFeb 1 – March 31

Promotion PeriodAug 1 – Sept 30

Promotion PeriodApril 1 – June 30

Promotion PeriodNov 1 – Dec 31

Tentative Program PeriodMarch 1 – Dec 31

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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

• 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

• 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

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MOBILE 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.

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

•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

Emerging Technologies Promotion: Featuring NFC

Encourage mailers to enhance the value of their mail utilizing Near Field Communication and other forms of mobile technology.

Encourage mailers to enhance the value of their mail utilizing Near Field Communication and other forms of mobile technology.

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Encourage marketers and retailers to utilize state of the art mobile purchasing technology with direct mail to facilitate purchases.

MOBILE TECHNOLOGY

Promotion PeriodNovember 1 – December 31, 2014

Eligible MailStandard Mail letters and flatsNonprofit 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 RebateAdditional 1% Standard Mail postage rebate

Promotion PeriodNovember 1 – December 31, 2014

Eligible MailStandard Mail letters and flatsNonprofit 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 RebateAdditional 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.

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.

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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.

TECHNOLOGY DRIVES RELEVANCE

• 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

• 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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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.comwww.ChristopherStevens.tonicConnect.com

TECHNOLOGY DRIVES RELEVANCE

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 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.

•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.

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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.

LEVERAGE THE VALUE OF FIRST CLASS

The promotion offers an upfront discount on First-Class Mail postage on mailpieces composed entirely of marketing or advertising content.

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

• 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

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Encourage USPS customers to continue to provide Business Reply Mail® (BRM) and

Courtesy Reply Mail™ (CRM) as options for consumers to communicate with them.

LEVERAGE THE VALUE OF FIRST CLASS

• 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/RedemptionCredit will be applied to the mailer’s Permit Imprint account

• 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/RedemptionCredit will be applied to the mailer’s Permit Imprint account

Saturation & High Density Incentive 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.

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 2015.11

Promotion Contact Information

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General Email: mobilebarcode@usps.gov

Earned Value Email: earnedvalue@usps.gov

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

(Recorded webinars available)

Promotion Registration: https://gateway.usps.com/bcg/login.htm

Mark DaddarioSenior Sales Executive – Mailing

216-338-8677mark.s.daddario@usps.gov

Questions?Questions?