In an attempt to encourage the marriage of mobile technology and traditional direct mail, the USPS has designed three savings promotions for 2013 that provide an upfront postage discount for marketers who integrate the two mediums.
The first promotion, called “Mobile Coupon/Click-to-Call,” applies to physical coupons that include a mobile barcode or other technology that leads recipients to a digital coupon or provides click-to-call functionality. Mailers save 2% on postage and can begin registering for the promotion January 15, 2013. Qualifying mail pieces must mail between March 1 and April 30, 2013.The second mobile/mail promotion, "Emerging Technologies," offers an upfront postage discount to mailers who integrate cutting-edge innovations, including near-field communication (the ability for smartphones to establish communication by touching them together or bringing them within close contact) , augmented reality (which combines the digital and the physical world), and mobile-enabled authentication technologies into their direct mail campaigns. Registration begins June 15, 2013, and the promotion runs from August 1 through September 30, 2013.
Finally, the "Mobile Buy-it-Now" promotion provides an additional opportunity for marketers to invest in technologies that enhance the mail/mobile technology relationship and save in upfront postage in the process. The promotion, which runs from November 1 through December 31, 2013, is designed to coincide with the holiday season and offer a convenient shopping option for customers. Registration begins September 15, 2013.
Although complete details are not yet available, the USPS is hoping these promotions will shine a spotlight on the value of direct mail in a digital world. With a little evaluation, consideration, and planning, they may add value to your marketing efforts and budget, too.
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