A new year means fresh promotions from the United States Postal Service! There are six new opportunities to spice up your direct mail projects while also saving on postage costs. Running throughout the entire year, the promotions are available to any business registered on the USPS Business Customer Gateway. The purpose of these offers is to incentivize the use of direct mail as a medium for advertising and help businesses increase their campaign ROI. Each of the six programs lasts 3 to 6 months with varying discounts so you can begin to take advantage immediately!
Tactile, Sensory, and Interactive Mail Piece Engagement
This promotion runs from February 1 to July 31, 2022 and offers a 4% discount on postage. It effectively highlights how far the print industry has come with advanced print technologies. Tactile engagement encourages consumers to interact with their mail piece through touch. Using specialty inks like thermochromics a postcard can change color when in contact with body heat. Sensory mail pieces engage the senses with visual effects, scent, and texture. Did you know that you can infuse paper with an aroma or create a holographic effect on art? Finally, interactive elements excite and surprise recipients. Cut outs, pop ups, and folds encourage creativity in children and adults alike. Marketing Mail letters and flats, First-Class Mail letters, flats and cards are all eligible.
Earned Value Reply Mail
This offer spans from April 1 to June 30. Businesses can earn a $.02 per mail piece credit when they use Business Reply Mail, Courtesy Reply Mail, or Share Mail. Once approved, the credits can then be applied to Marketing Mail letters and flats and First-Class Mail letters, cards, and flats. This type of mail is valuable because it encourages recipients to respond by giving them an easy way to engage with your brand through reply mail, thereby increasing ROI.
The promotion for Informed Delivery is active from August 1 to December 31 and offers a 4% discount on qualifying automation Marketing Mail letters and flats and qualifying automation First-Class Mail letters, cards, and flats. This campaign promotes the USPS’ Informed Delivery omnichannel feature in which mail piece recipients can preview their mail online before even receiving the physical piece. This is a way for customers to engage virtually with a direct mail campaign, encouraging higher response rates.
Emerging and Advanced Technology
Running from March 1 to August 31, this new promotion marries print and technology perfectly to foster an exciting customer experience. Marketing Mail letters and flats and qualifying automation First-Class Mail letters, cards, and flats apply. Enhanced alternate reality, virtual reality, or video-in-print are all examples of technologies that qualify. You can even incorporate a voice assistant! For example, use messaging that reads: To shop products online, say “Alexa, take me to the Urban Outfitter’s website.” Depending on the technology used, businesses can expect 2-3% back on postage.
Personalized Color Transpromo
This offer is all about color and making mail bright and exciting. From July 1 to December 31, first time participants can send first class statements and bills in full color to receive a 3% discount. For repeat participants, there is an added measure to receive the discount. They must add a personalized touch, such as the recipient’s name. Personalization and color are a proven winning combination for direct mail.
The last promotion on the calendar falls just in time for the holiday season when online shopping hits its peak. Its promotion period runs from September 1 to December 31, and businesses who participate receive 2% off Marketing Mail letters and flats and Nonprofit Marketing Mail letters and flats. To qualify, the mail piece must include mobile technology that directs the user to an online shipping experience. Examples include the use of QR codes and image recognition technology which lead users to a mobile site or product when scanned. Removing obstacles between a customer and a product is an easy catalyst for a mobile purchase.
Check out our easy-to-read infographic on the 2022 promotions here and contact your CCG rep to start your next direct mail campaign!
By Marley Niesz
With COVID-19 still looming, its repercussions continue to overshadow the US economy affecting businesses and consumers alike. High gasoline prices, inflated grocery costs, and crazy shipping times are quickly becoming the new normal for the foreseeable future. In an industry dependent on production materials, it remains difficult to give or receive accurate information on material availability and delivery timelines when they change by the day and in some cases, the hour. At CCG, we continue to work diligently to offer the best service to our customers while maintaining transparency about ongoing supply chain issues.
The major source of this supply chain headache is San Pedro Bay’s Port of Los Angeles. The port has long been a bustling center of commerce for the United States and the world. Its proximity to major freight railways, deep waters, and being a stone’s throw from China (as shipping logistics go) have earned it the title of being the busiest port in the United States. The Port of Los Angeles, combined with the Port of Long Beach, form the San Pedro Bay Port Complex which accounts for 40% of US container imports per year, totaling about 48,000 shipping containers per day. Last January, the complex had all but stopped functioning as a result of complications from the pandemic—creating a bottleneck the magnitude of which has never before been seen. Over forty ships sat in the San Pedro Bay, some for weeks, waiting to unload goods to be shipped across the country. To compound the issue, there was a massive surge in shipping volume as retailers attempted to catch up with increasing demand as businesses reopened and people resumed their daily lives. Not to mention the ever-increasing number of people relying solely on e-commerce for the delivery of products. Additionally, infection rates among port workers continued to increase with almost 12% of the workforce out in one day—an estimated 1,800 employees. Fast forward to November 2021, there are over 100 cargo ships off the coast of LA waiting to unload. This is a record-breaking number that has crippled the normal supply chain given that cargo ships normally have no wait at port. The number of ships will continue to increase until the labor force replenishes and there are workers to unload the cargo at a normal rate.
So, what does this mean for our economic supply chain and what can businesses do in the meantime? Right now, this bottleneck is causing uncertainty and confusion about the availability of goods across all industries. In the printing industry, shortages of paper, toner, and ink are driving up prices and creating frustrating wait times. In the promotional products industry, just about every product you can think of is out of stock or limited in quantity as companies wait for inventory to arrive from the ports. Often, products or materials that are in stock one day are out of stock the next with no end in sight. With the holiday season here, there is even higher demand for these goods. The best way to deal with this situation is to remain flexible and to plan. Here are 5 tips for surviving the current supply chain crisis:
- Be flexible with branding. Branding items increases timelines further with many embroiderers and screen printers operating at full capacity and working overtime. Consider branded stickers on items or branding one item in a gift box instead of every item.
- Order in advance. If you ordered holiday gifts in September you’d probably have them by now. Avoid the hassle and stress of OUT OF STOCK by securing materials ahead of time.
- Consider lesser-known brands. Huge name brands like YETI and Under Armour are almost impossible to source right now. Consider private label brands which offer availability and customization without compromising quality.
- Stick to USA-made brands. Companies that source and produce in the USA have shorter shipping times than those overseas which means less wait time for you.
- Remember everyone, up and down the supply chain, is affected by this predicament. With a little patience and understanding, we will all get through this together!
By Marley Niesz
By Marley Niesz
In my last blog post, I discussed the differences between digital and traditional print and the ways data is transforming the printing industry. This week, I would like to explore a marketing medium that continues to evolve as rapidly as print does—direct mail. One of the only things I remember from my college marketing classes is this: direct mail consistently outperforms other marketing touchpoints. Year after year, direct mail receives the highest response rates of any form of integrated marketing communications. On average, consumers keep mail for 17 days before discarding it. That’s over two weeks of brand exposure to anyone who happens to pass by or pick up your mailpiece. Can digital marketing do that? Linger for two weeks, giving you a tangible piece you can lay your hands on and leaf through at your convenience? To digital marketers, direct mail marketing may seem archaic — like a thing of the past. Actually, it is a more relevant and powerful marketing platform today than ever before. How can you harness it’s potential? Here are four direct mail practices that every marketer should know and use.
1. Personalization and Customization
According to Corporate Communications Group’s Direct Mail Infographic, the average American household receives 454 pieces of marketing mail per year. And 41% of American’s actually look forward to checking their mail every day. So how can you send distinguishable direct mail that speaks specifically to each recipient? Send them mail created just for them—personalized and customized to each person. As I mentioned in my previous blog, data is the key to variable and personalized direct mail. Simply putting a customer’s name on a piece of mail is no longer an impressive marketing feat. Research shows that 54% of consumers want to receive mail from brands that interest them with promotions that are relevant. Because of this, brands should be tracking their consumers digital footprint to better understand and anticipate their purchase intent. They can then use that data to customize and send direct mail campaigns to the same audience with exactly the product(s) or promotion(s) they were looking at online. (This is known as “retargeting” with direct mail.) Of all industries, travel and hospitality currently print the highest volume of direct mail. Using cruise lines as an example, they could easily distinguish themselves from their competition by sending a brochure detailing the exact trip the traveler was previously researching online. But, as we see on a regular basis here at CCG, personalization can be applied to all types of direct mail in all industries. Interested in how your company can refine its direct mail strategy to include personalization? Contact Corporate Communications Group today and let us help you personalize your next direct mail campaign.
Let me ask you a question. Which would you rather receive from your best friend? A generic email or a meaningful, handwritten letter? Unless you’re a robot, or perhaps a psychopath, I would assume the latter. Like a good friendship, prospecting is all about relationship building and putting in effort. High-value prospects deserve to receive a package in the mail with their name on it and a personalized message. This package could also include print samples specifically for your prospect or branded merchandise relevant to their industry. Just like general consumers, your prospects receive hundreds of mailpieces every year. It is up to you to print something memorable for them. Direct mail can cut through the noise of the digital world and allow for further engagement with prospects, in addition to whatever online channels you may be using.
3. Cross-Channel Promotion
As I was researching for this blog, I scoured a number of websites for data and information. Afterwards, I went onto Facebook to check the notifications on the Corporate Communications Group page and the first thing I saw was an advertisement for one of the websites I had just visited. I immediately recognized the brand, and now it has been in the back of my mind all afternoon. This is an example of cross-channel promotion and digital retargeting. Reaching customers across multiple platforms in a short period of time is crucial to brand recognition, sales, and customer retention. Wise marketers will incorporate direct mail into their omnichannel marketing strategy as well. Let’s analyze a scenario. I’m on the Target® website comparing makeup concealers from Brand A and Brand B. Later, I see an advertisement on google from Brand A for the exact concealer I was looking at, and I receive an email from Brand B. Two days later, I receive a post card advertising the concealer from Brand B. Statistics show that most consumers would move forward and purchase Brand B. These statistics can be found in the CCG Direct Mail Infographic. Our infographic research also taught us that 73% of American consumers prefer being contacted by brands via direct mail and 60% of catalog recipients visit the website of the company that mailed them the catalog. More touchpoints within your marketing strategy often leads to more sales. At CCG we work with our clients every day to optimize their cross-channel promotional strategy—let us do it for you too!
4. USPS Promotions
Every year, the United States Postal Service releases new promotions to help businesses save money and encourage direct mail marketing. The remaining active 2020 USPS promotions include incentives to combine direct mail with mobile shopping, a personalized color trans-promo promotion, and Informed Delivery®. The mobile shopping promotion can be used when mailing marketing mail. Through this promotion, USPS is encouraging the integration of mobile technology and mail. Any direct mail campaign that uses QR codes, other barcode formats, and app-enabled QR code payment options is eligible to receive a discount as long as the company has registered and dropped the mailpiece into the mail stream before the New Year. Another promotion is personalized color trans-promo which is for first class, presort mail only. The USPS would like companies to modernize their customer bills and statements while also promoting other products and services. Companies qualify for this promotion if they use variable color print in their transactional statements, including personalized marketing messages. This promotion also runs through the end of 2020. (Every year when the USPS announces their promotions schedule, CCG includes it in our marketing publication ENGAGE and posts it on our website.)
Finally, USPS is offering an Informed Delivery promotion through November 30, 2020 for marketing and first-class mail. Informed delivery is a program that is gaining users faster than any other USPS program, sending registrants a daily email digest showing them all letter-mail that will be arriving that day. The email consists of the scanned images of their incoming mail. But the great thing about informed delivery is the role it plays in the omnichannel strategic approach I mentioned earlier. Customers who enroll in this program receive a free, secure account with a digital mailbox that they can log into to view their mail before it is delivered to their house or they can view it in the email sent directly to their inbox. A mail campaign is eligible to receive a discount from the USPS if the mailer has registered their direct mail campaign with the USPS and provided a coordinating digital image and URL which the USPS will replace their scanned image with. When the recipient receives their email or checks their digital mailbox, they can click on the four-color image of the direct mail piece to be taken directly to a coordinating page online, providing a second touchpoint to the original piece of mail. There are already many case studies which show the value of Informed Delivery for marketers. In a case study for the Pittsburg Pirates, the organization was able to perform a split test of three complementary calls-to-action on the digital version of one mail piece. Using the Informed Delivery technology, the Pirates saw which call-to-action received the highest response rates of the three, and helped them to understand what promotions were more likely to prompt people to take action. Informed Delivery is an easy, free way for marketers to increase impressions and response rates. On the consumer side, marketers should encourage their customers to enroll in Informed Delivery as it allows customers to immediately respond to their offer digitally before receiving the mailpiece. Are you signed up for Informed Delivery? You can create your free account and sign up HERE.
In summary, direct mail is far from antiquated and still considered to be the best way to engage your customer base. Direct mail can be used in conjunction with digital trends in an effective multi-touch strategy when trying to reach prospects or current clients. Just don’t forget to get personal with personalization and take advantage of the promotions that the USPS has to offer—there’s no reason your next direct mail campaign cannot outshine the rest. Check out our Direct Mail Marketers Guide here and order your copy today!
Download your PDF here and give us a call to learn how to qualify your next direct mail project!
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