THE USPS 2017 - Tension Corporation · The USPS 2017 Promotions and Incentives have been designed to create excitement about the mail, keep mail relevant and help reward you –

THE USPS

2017 PROMOTIONS AND INCENTIVES

White Paper

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Enhance your mail.

This document is for informational purposes only and includes simplified explanations of the 2017 promotions. Each promotion has detailed requirements and can be found at https://ribbs.usps.gov/index.cfm?page=mailingpromotions. The USPS Promotions must be reviewed and approved by the USPS.

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The USPS 2017 Promotions and Incentives have been designed to create excitement about the mail, keep mail relevant and help reward you – innovative mailers who want to meaningfully connect with your customers via the mail.

This year’s promotions aim to provide mailers with further opportunities to engage their customers with the envelope, and to encourage marketers to try new techniques and technologies on their mailpiece. Many of the 2017 promotions run longer than their 2016 counterparts, and new for 2017 includes a promotion that offers a discount for new mailers who incorporate the use of integrated mobile technology on their mailpiece.

Promotions

Earned Value Reply Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 2

Tactile, Sensory & Interactive Mailpiece Engagement . . . . . . . . . . . . . . . . . . . . page 4

Emerging and Advanced Technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 6

Direct Mail Starter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 8

Personalized Color Transpromo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 9

Mobile Shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 10

Promotions Calendar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 12

Learn more about the USPS Promotions today .

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New 2017 Changes• The promotion will run for 6 months (previous years ran 3 months) .

• The promotion offers a $ .05 credit per BRM, CRM or Alternate Postage piece (previous year’s credit was only $ .03) to be applied on a future mailing .

• Alternate Postage (also referred to as Share Mail) is included for 2017 .

• Mailers can earn a postage credit for each qualified piece placed in the mail stream and scanned during the promotion period .

• There will be TWO acceptance periods for credits: Quarter 1: Jan 1 - Mar 31, Quarter 2: Apr 1 - Jun 30

• The credits will be released when the participant agrees to their volumes after each quarter .

2016-2017REGISTRATION PERIOD

Nov Dec

15 to 31PROMOTION PERIOD

Jan Jun

1 to 30ELIGIBLE MAIL

• Business Reply Mail, Courtesy Reply Mail and Alternate Postage (Share Mail TM) cards and letters

EARNED VALUE CREDITS

$ .05 per BRM, CRM or Alternate Postage piece depending on meeting certain program requirements

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Earned Value Reply Mail Promotion First-Class Mail

Include a Business Reply Mail envelope (BRM), Courtesy Reply Mail envelope (CRM) or Share Mail™ in your outbound mailing to facilitate payment. You can even make the most of a return envelope and include a transpromotional message to promote your brand’s image.

Your return envelope can feature a “Thank you for your payment” or “We appreciate your donation!” message to enhance the sender’s experience.

DESCRIPTIONProvide a BRM, CRM or Share Mail™ in your outbound mailing to facilitate bill payment or reply to your offer, and qualify for a per piece postal credit.


Did you know?

69%are more likely to open a mailpiece with color text and graphics on the front vs. a mailpiece without.

Source: Leflein Associates Mail Openability Study

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Earned Value Reply Mail Promotion ( continued )

MAILPIECE REQUIREMENTS

To qualify, the BRMs and CRMs must:

• Contain the Intelligent Mail ® barcode with the Mailer ID encoded and an Earned Value Promotion preregistered MID to be identified and scanned during mail processing .

• For postcard and letter-size BRMs, be barcoded with a valid and properly used ZIP+4 code on the mailpiece and the same ZIP+4 code must be encoded within the IMb .

• The IMb must contain the barcode ID, service type ID, and correct ZIP+4 routing code .

• For permit holders, must use the ZIP+4 codes and the MID assigned by the USPS .

To qualify, Alternate Postage/Share Mail must:

• Contain a unique or static Intelligent Mail barcode with the registered Mailer ID encoded and an Earned Value Promotion preregistered MID to be identified .

• IMb must contain the barcode ID, service type ID, MID and Serial Number which is designated by the Alternate Postage Publication requirements .

• For permit holders, must use the MID assigned by the USPS .

For additional information about this program, contact the Program Office at EarnedValue@usps .gov or visit https://ribbs .usps .gov/index .cfm?page=mailingpromotions .

Did you know?

1/2 More than

of consumers continue to have paper financial statements delivered by mail.

Placing a transpromotional message on the outside of the envelope can serve as an opportunity to

connect with donors and customers.


Source: creditcards.com

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2016-2017REGISTRATION PERIOD

Dec Jun


Feb Jul

1 to 31DISCOUNT AMOUNT2% of eligible postage

ELIGIBLE MAIL

• Standard Mail ® letters and flats

• Nonprofit Standard Mail ®

letter and flats

A vertically-grooved envelope elicits a tactile response from the recipient.

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New 2017 Changes

• Metallic ink and clear ink added as a fifth “color” in the CMYK printing process are ineligible for 2017 .

• Laminated postcards, full coverage gloss varnish and spot gloss varnish are ineligible for the 2017 promotion .

For or additional information about this program, contact the Program Office at tactilesensorypromo@usps .gov or visit https://ribbs .usps .gov/index .cfm?page=mailingpromotions .

Tactile, Sensory & Interactive Mailpiece Engagement Promotion Standard Mail

Get your mailpiece noticed by incorporating sensory and tactile features into your design. The Tactile, Sensory and Interactive Engagement Promotion encourages mailers to use the latest technological advancements as they become more popular and accessible. Neuroscience and neuromarketing research supports that when marketing materials engage tactile experiences and additional senses, brand recognition and message recall increase.

DESCRIPTIONTo be approved for this promotion, your mailpiece has to feature at least one of the following:

• Specialty inks• Specialty papers• Interactive elements using folds or other dimensional elements Did you know?

Direct mail is

than email at garnering donations for nonprofits.

Source: ProfitFusion.com “Response Rate & Conversion”

3 times more effective

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Tactile, Sensory & Interactive Mailpiece Engagement Promotion ( continued )

MAILPIECE REQUIREMENTSYour mailpiece must include one or more specialty inks, specialty papers or interactive designs to qualify for the promotion.

Specialty inks can catch the reader’s eye and entice them to read or open your envelope. An example of the approved inks include:

• Heat sensitive dyes or inks that change color from temperature

Specialty papers trigger a sensory engagement with the reader. For the purposes of the promotion, specialty papers include some embossed papers. Examples of the approved specialty papers include:

• Paper infused with scents, sounds or tastes

• Special effects like holographs

• Textural treatments to paper that can be sensed by touch alone, such as embossing or soft touch

You can also qualify for the promotion by creating an interactive mailpiece. To qualify, the mailpiece must engage the reader by using folds or other dimensional enhancements that create a dynamic effect. These mailpieces can include features like:

• 3-dimensionality

• Pop-ups

• Infinite folding

Some envelope papers can be embossed with texture, or even infused with scents

to capture the attention of the reader.

Did you know?

Embossed envelopes can increase response rates by40%

Source: Designer’s Guide to Foil Stamping & Embossing, 2015


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Did you know?

USPS’s Informed VisibilityTM is a system that can help mailers provide customers with detailed information in real-time.

Emerging and Advanced Technology Promotion First-Class Mail and Standard Mail

Marketers can amplify direct mail results when incorporating technology into their mailpiece. Mail has the ability to link tactile sensations and visual information, and research suggests this leads to greater brand recall. With this promotion, the USPS is encouraging customers to explore technologies that can be embedded into paper and linked to a mobile phone or other device.

DESCRIPTIONYour mailpiece needs to integrate an approved technology to be eligible for this program. These include:

• Near Field Communication (NFC) • Virtual reality• “Enhanced” Augmented Reality • Digital to Direct Mail • Beacon technology • Others, as approved • Video in Print (ViP)This list represents some of the more innovative technologies that are beginning to be adapted in the marketplace.

For additional information about this program, contact the Program Office at mailingpromotions@usps .gov or visit https://ribbs .usps .gov/index .cfm?page=mailingpromotions .

2017REGISTRATION PERIOD

Jan Aug


Mar Aug


ELIGIBLE MAIL

• First-Class Mail ® presort and automation letters, cards and flats


• Nonprofit Standard Mail ® letters and flats

Embed a Near Field Communication (NFC) device within your mailpiece to generate a communication related to your marketing message.


Source: https://ribbs.usps.gov/index.cfm?page=informed_visibility

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Emerging and Advanced Technology Promotion ( continued )

MAILPIECE REQUIREMENTSMailpieces must be pre-approved and meet a number of requirements regarding the technology, copy and linked website.

Examples of approved technology include:

1 . A Near Field Communications (NFC) embedded within the mailpiece . The NFC must interact with a device upon touch or proximity to the mailpiece to generate a communication related to the marketing message .

2 . iBeacon/Beacon technology in the mailpiece that interacts with a mobile device . Examples include a personalized triggered message, iBeacon/Beacon coupons or updates to a mobile device .

3 . “Enhanced” Augmented Reality (AR) technology lets consumers relate directly to products and brands . It also includes video animation and/or 2D-3D interactive graphics in front of or over physical objects so they appear to be interacting with the physical object . The AR is referred to as “enhanced” because it must link to more than a static, pop-up or worded display that does not engage the recipient in any experience other than reading or simply clicking a button .

4 . Video in Print is advertising that is featured in print catalogs and/or mailpieces and can be described as giving users a virtual tour on each page .

5 . Virtual Reality is a computer technology that creates replicas of an environment, real or simulated, that includes a user’s physical presence to allow for user interaction .

6 . Digital to Direct Mail is technology that starts with digital behavior to dynamically create a customized/targeted mailpiece instead of the physical mailpiece launching a digital experience . Traditional direct mail is based on who you are, while Digital to Direct Mail is based on what you do .

Additionally, the copy and website must meet specific requirements. These include:

7 . The mailpiece must have directional copy or text that provides directions to the content of the marketing message included in the mailpiece .

8 . The linked website must:a . Have relevance, or contain information pertinent to the

content of the marketing message included in the mailpiece .b . Be mobile-optimized so that the user has optimum

performance when viewing it on a mobile device .

9 . Prominent location of technology and directional copy to ensure the recipient knows whether and how to engage with the technology .

Envelopes which feature Augmented Reality (AR) can get the reader engaged with your envelope.

New 2017 Changes

• This promotion features the addition of two new technology options:G Virtual RealityG Digital to Direct Mail

(programmatic/retargeting technology)

• All pieces must be pre-approved (vs . approving certain technologies on the piece, as has been done in the past) .

• Clarification between Live Streaming services that are qualified under Video in Print vs . Streaming services (e .g . Netflix or Hulu) that do not qualify for this promotion .

• The 2017 promotion will not offer an A/B Testing option .


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Mar Jul


May Jul


ELIGIBLE MAIL


• Nonprofit Standard Mail ®

letters and flats

Direct Mail Starter Promotion Standard Mail

Consumers enjoy both the physical experience of mail and the technological enhancements digital media can provide. This promotion is for first-time mailers, and encourages the convergence of pixel and print via a direct mail design that incorporates technology.

DESCRIPTIONYour mailpiece needs to incorporate a qualifying technology (e.g. QR Code) that leads the consumer to a mobile-optimized website.

* A NEW Promotion for 2017 * • No more than 10,000 pieces

per mailer may receive the discount during the promotion period .



MAILPIECE REQUIREMENTSMailpieces must meet requirements in either Option A or Option B.

[A] 1 . All qualifying mail must contain a mobile barcode or other equivalent print/mobile technology (e .g . QR Code, image embedded with a digital watermark) that leads to a complete mobile-optimized website when scanned by a mobile device .

2 . The mailpiece must have directional copy, or text that provides directions to the content of the marketing message included in the mailpiece .

3 . The linked website must:a . Have relevance, or contain information pertinent to the content

of the marketing message included in the mailpiece .b . Be mobile-optimized so that the user has optimum performance

when viewing it on a mobile device .

[B] 1 . The mailpiece must be dynamically printed with a unique, personalized URL .2 . The website must be fully optimized .3 . The mailpiece must have directional copy to alert customers

what can be found on the website URL .

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May Dec


Jul Dec


ELIGIBLE MAIL

• First-Class Mail presort and automation letters for bills and statements only

A double window can highlight a personalized message and offer.

New 2017 Changes• In this promotion,

participants who have NEVER participated in past years will be able to qualify with just color messaging .

• PRIOR year’s promotion participants will be required to incorporate both dynamically printed color and personalized messaging in the mailpieces .

Personalized Color Transpromo Promotion First-Class Mail

Your monthly statements represent a regular appointment between you and your customer. It is a time to connect, a reminder to make a payment or even an opportunity to offer a new deal. This promotion is intended to use personalization and color to create a greater connection with and response from customers. Research suggests that personalization and the inclusion of color leads to greater response rates.

DESCRIPTIONTo be eligible for this promotion, you must either use color message or personalized dynamic/variable color print to promote an offer within your customer bill or statement.

See Mailpiece Requirements below for more details.


MAILPIECE REQUIREMENTSCompanies WHO HAVE NOT Participated Before: Your mailpiece must include a full-color personal transpromotional marketing or consumer message such as an “Onsert” or “Onstatement” to qualify . These are printed instream on a physical piece of paper within the contents of the letter or statement .

Companies WHO HAVE Participated Before: Your mailpiece must include a full-color personal transpromotional marketing or consumer message such as an “Onsert” or “Onstatement” to qualify . These are printed instream on a physical piece of paper within the contents of the letter or statement .

The personalization is information that the recipient would find personal or relevant in nature – items like customer demographic and psychographic data, as well as purchase behavior .

For additional information about this program, contact the Program Office at FCMColorPromotion@usps .gov or visit https://ribbs .usps .gov/index .cfm?page=mailingpromotions .

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Jun Dec


Aug Dec


ELIGIBLE MAIL


• Nonprofit Standard Mail ® letters and flats

Mobile Shopping Promotion Standard Mail

Get double duty out of your envelope by providing a direct link to your mobile site. By including mobile technology with your mailpiece, you have the potential to boost your integrated marketing efforts and drive greater responses. The 2017 Mobile Shopping promotion encourages mailers to combine mobile technology with direct mail to create a convenient method for customers to do their shopping.

DESCRIPTIONTo be approved for the 2017 Mobile Shopping Promotion, your mailpiece must feature a mobile barcode or other print/mobile technology that can be read by a mobile device. It then should lead to a mobile-optimized shopping website, and the customer must be able to easily purchase the advertised product.

New 2017 Changes• A path to purchase section has been added for this promotion

with requirements like:

G Pop-ups are not allowed upon initial entry into website .

G A menu selection page or direct shopping area must be the initial choice after a mail recipient scans and enters the website .

• Directional copy must state if only one platform is supported .



Did you know?

On average, three types of media, including direct mail, are used in a typical omnichannel marketing campaign.

Source: Direct Mail: Integral to the Marketing Mix, InfoTrends 2016

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Mobile Shopping Promotion ( continued )

MAILPIECE REQUIREMENTS

1 . Mobile barcode: All qualifying mail must contain a mobile barcode or other equivalent print/mobile technology that when scanned by a mobile device leads to a complete mobile-optimized website . Creating a color mobile barcode can improve its visibility and could drive up response .

2 . Barcode placement: The mobile barcode or other print/mobile technology can be placed on the inside or outside of the mailpiece . It cannot be placed on a detached address label or card that is not attached to or enclosed within the mailpiece .

3 . Directional copy: The mailpiece must contain prominently displayed text near the barcode or image that provides directions regarding how to scan the barcode . It should clearly inform the recipient that the link will facilitate a purchase .

4 . Website relevance: The destination web pages must contain information relevant to the content of the mailpiece and some or all of the products advertised must be available for purchase on a mobile device .

5 . Mobile optimization: The customer must be able to have a complete, mobile-optimized experience .

6 . Ease of purchasing the product: The reader must be able to purchase the product conveniently when using the barcode .

Did you know?

Millennials are more likely to read a piece of direct mail than any other age group.

An omnichannel marketing campaign that uses direct mail and technology offers more

channels for you to engage your audience.

Source: Direct Mail: Integral to the Marketing Mix, InfoTrends 2016


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2017 Promotion CalendarNOV – DEC 2016 JAN – FEB – MAR APR – MAY – JUN JUL – AUG – SEP OCT – NOV – DEC

FIRST-CLASS MAIL®

Earned Value Reply Mail REGISTRATION PROMOTION PERIOD (6 months)

Nov 15 to Dec 31 Jan 1 to Jun 30

Personalized Color TranspromoREGISTRATION PROMOTION PERIOD (6 months)

May 15 to Dec 31 Jul 1 to Dec 31

STANDARD MAIL® AND FIRST-CLASS MAIL

Emerging and Advanced TechnologyREGISTRATION PROMOTION PERIOD (6 months)

Jan 15 to Aug 31 Mar 1 to Aug 31

STANDARD MAIL

Tactile, Sensory & Interactive Mailpiece EngagementREGISTRATION PROMOTION PERIOD (6 months)

Dec 15 to Jun 30 Feb 1 to Jul 31

Direct Mail StarterREGISTRATION PROMOTION PERIOD (3 months)

Mar 15 to Jul 31 May 1 to Jul 31

Mobile ShoppingREGISTRATION PROMOTION PERIOD (5 months)

Jun 15 to Dec 31 Aug 1 to Dec 31

Enhance your mail.

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Documents

THE USPS 2017 - Tension Corporation · The USPS 2017 Promotions and Incentives have been designed to create excitement about the mail, keep mail relevant and help reward you –