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USPS Mailing Promotions and Incentives for 2014 – Proposed

by Janet Lockhart-Jones, Ed.D., MDC | September 30, 2013 | No Comments

The Postal Service™ has announced is 2014 Mailing Promotions and Incentives for 2014.  All proposals are subject to review and approval by the Postal Regulatory Commission (PRC).

According to the Postal Service™, the general intent of all promotions is to increase the value of transactional and direct mail and to retain or sustain its long-term growth. These promotions create excitement about mail, keep mail top-of-mind for marketers, reward innovative customers, show customers we want their business and encourage others in the mailing industry to provide similar sale initiatives for customers. Additionally, the promotions may include features that encourage businesses to use USPS® shipping products.

Below is a brief description of all promotions proposed.  Full details can be accessed here: https://ribbs.usps.gov/mobilebarcode/documents/tech_guides/2014ProposedMailPromotionsSummary.pdf

Mobile Technology Promotions

These promotions will build upon previous promotions and continue the Postal Service’s strategy of encouraging mailers to integrate direct mail with mobile technology using best practices in mobile marketing.

 Branded Color Mobile Technology Promotion

 Emerging Technology Featuring NFC Promotion

 Mail Drives Mobile Commerce Promotion

Technology Drives Relevance

These promotions leverage the value of innovative direct mail techniques that are less widely used, but have been shown to increase the effectiveness of mail campaigns.

 Color Print in First-Class Mail Transactions Promotion

 Mail and Digital Personalization Promotion

Leverage Value of FCM

These promotions are intended to slow the declining volume trends for First-Class Mail®. As technology continues to disrupt the mail volume, the Postal Service will ensure reply mail, transactional mail, and First-Class Mail advertising remain a relevant part of the First-Class Mail marketing mix.

 Premium Advertising Promotion

 Earned Value Promotion

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2014 Proposed Saturation and High Density Incentive

The 2014 Saturation and High Density Incentive encourages current Standard Mail Saturation, High Density Plus and High Density mailers to increase their mail volume by rewarding them with a credit on incremental mail pieces above a predetermined volume baseline.

The volume baseline for each participant will be the aggregate total Standard Mail Saturation, High Density Plus, and High Density volume in calendar year 2013 plus 2.0 percent. (EDDM Retail is not included in this incentive). Mailers must demonstrate increased total volume of Saturation, High Density Plus, and High Density mail letters and flats over the base year for their total market.

Incremental volumes above the mailers baseline will be eligible for a credit equal to 20 percent of the participant’s average revenue per piece for commercial Saturation Mail and 15 percent for commercial High Density Plus and High Density mail. The credit will be 5 percent for nonprofit High Density, High Density Plus, and Saturation volumes. All mailers who apply and participate in this initiative must meet the following requirements:

  • Mailers must be current Saturation, High Density Plus or High Density mailers with at least 6 combined Saturation, High Density Plus or High Density mailings in FY 2013. The combined 6 or more mailing requirement is intended to identify current and frequent mailers of the product.
  • Mailers must be the permit holders (i.e. owners) of a permit imprint advance deposit account(s) at a postal facility having PostalOne! capability, or the owners of qualifying mail volume entered through the permit imprint advance deposit account of a mail service provider at a postal facility having PostalOne! capability.
  • Only volume from mail owners will be eligible. Mail Service Providers and mailers supplying inserts, enclosures, or other components included in the Saturation, High Density Plus, or High Density mailings of another mailer are not eligible to participate.
  • Mailers must electronically submit postage statements and mailing documentation to the Postal One! system for the duration of the specified period.
  • Registered and qualified mailers with incremental volumes above their threshold will receive their earned credit in their CAPS or postage account in early 2015.

Participation will be based on mailers total national mail volume of Saturation, High Density Plus, and High Density mail. Mailers must demonstrate increased total volume of Saturation, High Density Plus, and High Density mail letters and flats over the base year for their total market. In limited and controlled instances, mailers may apply to participate in specific geographic target markets to demonstrate increased volume over their predetermined baseline. All geographic areas must be approved by the USPS during the application process and require electronically submitted postage statements and mailing documentation to Postal One! using Mail.dat or Mail.XML.

The general intent of all promotions is to increase the value of transactional and direct mail and to retain or sustain its long-term growth. These promotions create excitement about mail, keep mail top-of-mind for marketers, reward innovative customers, show customers we want their business and encourage others in the mailing industry to provide similar sale initiatives for customers. Additionally, the promotions may include features that encourage businesses to use USPS shipping products.

The full post for the Saturation and High Density Incentive can be found here: https://ribbs.usps.gov/mobilebarcode/documents/tech_guides/2014ProposedSaturationHighDensityIncentive.pdf

 

 

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