Combining Mobile Marketing with Direct Mail and Receiving Postal Discount from U.S. Postal Service

Under government pressure to cut costs and create business models that make delivery more efficient, the U.S. Postal Service is offering the 2012 Mobile Commerce and Personalization Promotion to encourage commercial mailers to use mobile marketing tools -- such as QR codes -- on their mail.  QR codes have been growing in popularity in recent years.  They allow marketers to capture their audience and have them sent directly to their desired landing page.  QR codes are used by marketers in a variety of ways and can be placed virtually anywhere, from direct mail pieces to e-mails, publications, billboards and signs, on the back of business cards, and much more.    

During July and August, the Postal Service is reprising its 2D barcode promotion first launched last summer by offering an upfront 2 percent postage discount on Standard Mail and First-Class Mail letters, flats and cards (presort and automation) that include a two-dimensional barcode or print/mobile technology that can be read or scanned by a mobile device. When scanned, the technology must activate a link directly to either a mobile-optimized Web page that allows the mail recipient to purchase a product or service or to a mobile-optimized and customized Web page uniquely tailored to the mail recipient and accessible by a personalized URL.  It isn’t often mailers get to save money by adding a something at virtually no cost which often has a very favorable impact on conversion rates.

"Mobile technologies continue to be one of the fastest-growing marketing sectors," said Gary Reblin, vice president, Domestic Products for the U.S. Postal Service. "During the holidays, mobile purchases were up from 5.5 percent of ecommerce sales in 2010 to 11 percent in 2011.  "The integration of direct mail with mobile technologies will not only improve the long-term value of direct mail but also increase returns for merchants," added Reblin.  According to MarketingProfs, 48 percent of U.S. mobile subscribers own a smartphone, and one in five U.S. smartphone owners scanned a QR code with their phones, as of Dec. 2011. The Direct Marketing Association estimates that marketing mail returns $12.75 for every $1 spent.  "Personalization has always been an effective attribute of direct mail, and studies show that it improves return on investment," said Reblin. "Tying personalization with mobile technology is the next obvious step to enhancing the value of both mail and mobile marketing."  Commercial mailers may register for the 2012 Mobile Commerce and Personalization Promotion now through Aug. 30, 2012. For more information, visit usps.com/mobile-barcode.

Discount Requirements

Taken from https://www.usps.com/mobile-barcode.htm

Mailing Requirements

To be eligible for the discount, all the mail received must contain a 2-D barcode, and mailing documentation must be submitted electronically.

Postage must be paid using a Permit Imprint, Meter Permit, or Precancelled Stamp permit.

Mobile Commerce Requirements

If the barcode is used to facilitate mobile commerce...

Destination web page must contain information relevant to content on the mailpiece, and some or all of the service(s) and/or product(s) advertised in the mailpiece must be available for purchase on a mobile device.

Destination web pages must reside on a web site platform that allows shoppers to complete a financial transaction for the purchase of the good or service referenced in the mailpiece.The shopping and checkout experience must be completely mobile optimized, which means specifically designing your site for optimum performance when viewed on a mobile device, such as a smartphone.

Please visit the USPS site for all requirements.

Want to see your profits grow substantially as you save money on your mailing costs?  Speak with us about designing and implementing the cross-channel marketing campaign you always dreamed of or wish you had.  We can create a winning direct mail piece and customize it with a QR code that sends recipients to a specific landing page.  This results in a stronger connection with who you are targeting and gets your customers and prospects more engaged with your message.  We are experts at commercial printing and cross-channel marketing to maximize your ROI!

To learn more about QR codes, read our blog posting on 10 Ways Marketers Use QR Codes to Drive Profits.