2022 USPS Promotions and How to Use Them
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