USPS Unveils 2013 Promotions Calendar
WASHINGTON, DC—To help marketers prepare earlier for upcoming mail promotions, the U.S. Postal Service, for the first time, is publishing a yearly promotions calendar. The “2013 Mailing Services Promotions Calendar” will include six promotions designed to generate continued interest in the various uses and benefits of mobile barcodes in direct mail, as well as provide opportunities for marketers to be more successful with traditional integrated marketing campaigns.
“The promotions that are being planned for the coming year will help grow awareness of the ways in which technology can improve the effectiveness of direct mail,” said Gary Reblin, vice president, Domestic Products. “The ‘2013 Mailing Services Promotions Calendar’ also will give commercial mailers more time to plan their campaigns so that they can take full advantage of both postage savings and marketing opportunities to engage their customers with targeted, tangible and personal communications.”
Subject to review from the Postal Regulatory Commission, the following are the proposed promotion details:
March 1–April 30, 2013:
• Mobile Coupon/Click-to-Call—This promotion provides an upfront postage discount on the integration of mail with mobile technology and will promote the value of direct mail in two ways. First, it will encourage customers to integrate hard-copy coupons in the mail with mobile platforms for redemption. Second, it will drive consumer awareness and increase the use of mail with mobile barcodes that provide click-to-call functionality. Customer registration begins Jan. 15, 2013.
April 1–June 30, 2013:
• Earned Value Reply Mail Promotion—Customers who include First-Class Mail Business Reply and courtesy reply envelopes will receive postage credit for each returned piece that is scanned in the postal network. This promotion is designed to encourage mailers to promote First-Class Mail as a primary reply mechanism for their customers and to keep the Business Reply Mail (BRM) and Courtesy Reply Mail (CRM) envelopes in their outgoing mailpieces by providing a financial benefit when the BRM/CRM envelopes are used. Customer registration begins Jan. 1, 2013.