USPS promotions highlights mailing software innovation
Mailing software and technology are changing the face of direct mail. Following successful mobile technology promotions in 2011 and 2012, the United States Postal Service has created the 2013 Promotions Calendar.
The promotions build off of previous campaigns to inform the public about the uses of mobile barcodes in direct mail and the ways in which technology can improve the direct mail system.
Promotions improve awareness, function
Earlier this year, the USPS rolled out the first two components of the promotions. The first was Direct Mail Mobile Coupon and Click-to-Call, which asked mainly business customers to place a mobile barcode on their mailpieces that linked the person receiving the mailer to a digital coupon or a site that initiates a phone call on a mobile device. Both aspects of the campaign were designed to increase awareness and functionality for users.
The second component of the 2013 Promotions Calendar was the Earned Value Reply Mail Promotion that focused primarily on easing the disruption of First-Class Mail, Business Reply Mail and Courtesy Reply Mail pieces, which have seen slighter volumes along with Single Piece First-Class Mail. Essentially, businesses earn credit for every piece they send through the mail, improving the coverage of marketing campaigns or similar projects.
Emerging technologies increase interaction
Beginning Aug. 1 and running through Sept. 30, the Emerging Technologies Promotion is set to deliver a trio of innovative mobile technologies that improve direct mail.
Near-Field Communication is a way for mailpieces to deliver information, such as digital coupons, to recipients through a smart tag or chip that can be scanned by mobile devices.
The second element of the promotion is Augmented Reality, wherein a user can use a smartphone, tablet or PC to access an experience that is both virtual and real, runs on a platform that can be used in real time and integrates 3D technology. Overall, this helps to bolster customer participation.
The last component of the promotion is Authentication. In this step, businesses must incorporate physical mail's properties, like a delivery address, with technology, amounting to a more integrated form of address verification.
If customers enact one of the three promotional components, they are eligible for a 2 percent discount on postage. The registration period for this promotion began on June 15 and continues through the September end date.
These promotions from the USPS reflect the latest in address verification and mailing software, as well as the continuing incorporation of technology in direct mail.