Last summer, the USPS offered an incentive to mailers who produced pieces bearing a two-dimensional barcode (QR code) that could be read by mobile devices and direct the user to a website associated with the mailpiece. That first venture into offering postal discounts for turning mail into a multi-channel marketing medium proved to be successful and the USPS is going to do something similar again this summer from July 1 through August 31. Participants will be required to register for the promotion by May 1.
The goal of the 2012 promotion is to build on the success of the 2011 Mobile Barcode Promotion. While the 2011 promotion generated awareness of how mobile technology could be integrated with direct mail, the Postal Service wants their 2012 promotion to encourage more innovative uses of mobile barcodes and the use of ‘best practices’ associated with those technologies.
This year’s promotion will offer an upfront 2% postage discount on Standard Mail letters and flats, Nonprofit Standard Mail letters and flats, and First-Class Mail letters, flats, and cards (presort and automation only).
This year’s promotion specifies that the barcode must lead the recipient to either a webpage that allows the recipient to purchase a product or service on a mobile device, or a personalized URL, which leads to a web page that is unique to an individual recipient. Best practices such as directional copy and mobile optimization are also required.
If you’re interested in turning your mail into a multi-channel marketing success story and you’re interested in taking advantage of this summer’s special offer from the USPS, please give us a call or email us. We’re excited about this promotion and we’re ready to help you get started.
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