While marketers are often (rightly) exasperated by the USPS and the ongoing rate drama, there is one thing they can be thankful for.
“Recent action by the Postal Regulatory Commission (PRC) should whet the appetite of marketers that are looking for proven return on marketing investment for their 2020 omnichannel campaigns,” writes Kurt Ruppel in AdWeek. “The PRC has approved mailing promotions and incentives that encourage marketers to integrate direct mail with mobile technology. The first of six promotions will go into effect Feb.1, 2020, and marketers would be wise to take advantage of them.”
Why? Because, according to Ruppel, mail is “a trusted, data-driven channel that motivates prospects to take action,” and it’s exactly why direct mail is resurging.
“The appeal of direct mail spans all generations, with a recent USPS Mail Moments study showing millennials spend more time with their mail than other generations,” Ruppel continues. “Sixty-two percent of millennials reported reading through their direct mail, 49% prefer to shop stores that advertise through the mail and 40% regularly purchase items featured in marketing mail, all stronger responses than those received from Gen X or baby boomers.”
So, what promotions are on tap from USPS for 2020? Think “TEMPID” – tactile, emerging, mobile, personalized, and informed delivery – a new take on 2019’s promo programs.
“The USPS has received permission to move ahead with six postage promotions for mailers next year. The 2020 promotions are the same as the 2019 promotions,” writes Rob Hanks in Suttle Straus. “The promotions for First Class Mail are Earned Value and Personalized and Preprinted Color Transpromo. The Emerging & Technology and the Informed Delivery promotions can use either First Class Mail or Marketing Mail, while the Tactile, Sensory & Interactive Engagement and Mobile Shopping promos are only for Marketing Mail.”
Image source: Suttle-Straus
As rates rise, taking advantage of these promotions may be an excellent way to keep costs under control. But remember each program has a registration date requirement, so plan ahead and remember only one promotion can be applied to each mailing.
As always, we are here to help. Contact us to learn more about these programs and how to implement them into a solid cross-channel campaign.