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USPS details mobile promotion for direct mailers

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Washington, D.C.—The U.S. Postal Service's upcoming 2-D barcode incentive program for direct mailers has been simplified from last summer's inaugural promotion, with new marketer requirements based on mobile best practices. Like last summer's version, the 2012 Mobile Commerce and Personalization Promotion, running July through August, will discount postage costs to encourage commercial mailers to use 2-D mobile scanning codes, such as QR codes, on their mail. But instead of offering a 3% post hoc rebate, as last year, mailers will be given a 2% immediate discount, with a new requirement that landing pages must be mobile-optimized or have a personalized URL. “Last year we looked at what worked and what didn't work,” Gary Reblin, VP-domestic products for the USPS told BtoB. “While more than 30% of standard mail did use QR codes, the promotion didn't work well if users were driven to nonmobile sites. Also, we can improve mailers' ROI if landing pages are personalized.” Another new requirement this year is that the printed 2-D barcode have an accompanying description on how to use it, Reblin said. Eligible mail pieces include standard-mail letters and flats, nonprofit standard-mail letters and flats, first-class-mail presort and automation letters, cards and flats. Direct mailers can register for the program at this USPS site.
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