by Dave Johannes, Executive Vice President, Strategic Initiatives
This year, the U.S. Postal Service is again creating opportunities for you to reduce you postage costs while enhancing the way you use direct mail to speak to your donors and potential donors. Their goal is to reinforce the value of direct mail in the tool kit of cutting-edge marketers. The promotions are designed to encourage marketers to test new techniques that create a deeper engagement with the recipient.
Successful use of these programs requires pre-planning to ensure the required elements for the program are well thought through and incorporated into the mailpiece design. General considerations for any of these programs are:
– Getting educated on the specific requirements of the program being considered
– Understanding the timeframes of eligibility to align mail dates with the program timeline
– Registration for program within registration window
– Allow enough time for postal service review and approval
The three most intriguing programs available for 2020 are:
– 2020 Emerging & Advanced Technology Promotion (3/1 – 8/1/2020)
– 2020 Tactile, Sensory, & Interactive Mail Piece Engagement Promotion (2/1 – 7/31/2020)
– 2020 Informed Delivery Promotion (9/1 – 11/30/2020)
Each of these programs offers participants an upfront 2% postage discount and an opportunity to expand your marketing reach. The USPS is providing new technologies designed to create engagement and improve the donor experience. The tactics that the programs promote will allow marketers to deliver more value by creating more relevant communications that move the recipient to action. Combining marketing channels within a campaign, when done correctly, will improve response rates, increase engagement as well as retention.
For more information on these promotions, please search the links and program descriptions below or contact your Moore representative on how we can help you participate.
The Emerging & Advanced Technology Promotion encourages mailers to incorporate technologies such as augmented reality, virtual reality and mixed reality, near field communication (NFC), video in print (ViP) featuring shoppable video, integration with voice assistants, and digital to direct mail technology application in their mail campaigns.
Since Alexa now accepts donations and we have museums including virtual tours in the absence of real ones, this program could be a win for the right organization. The program has already started, applies to nonprofit mail, and runs through August 31. You can learn more here or email email@example.com.
Mail primarily appeals to sight and touch. But what if you can bring in other elements? Leveraging the physical aspects of mail as well as the advances in print technology, you can enhance how your donors interact and engage with mail to drive response rates. During this promotion, eligible mailers who incorporate a multi-sensory experience such as special visual effects, sound, scent, texture/tactile treatments, or even taste in their mailpiece may receive a postage discount.
We’ve seen significant success for our clients using informed delivery. At some point, the USPS may charge for this, but in the meantime, you can get a 2% discount on postage for informed delivery interactive campaigns with their physical mailpieces to reach and engage customers.