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

mail

• 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

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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

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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.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.

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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

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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.

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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.

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?