The Postal Regulatory Commission (PRC) has approved the United States Postal Service® (USPS®) proposal for five promotional programs aimed at increasing mail volumes by offering incentives to mailers. These promotions will be available during the calendar year 2016. Way back in 2011, the first Mobile Barcode incentive was introduced by the USPS, and these successful promotions have been offered every year since then. The five promotions proposed for the calendar year 2016 are:
1. Earned Value Promotion
2. Personalized Color Transpromo Promotion
3. Emerging and Advanced Technology/Video In Print Promotion
4. Tactile, Sensory and Interactive Mailpiece Engagement Promotion
5. Mobile Shopping Promotion
The Earned Value Promotion: This program will run from April through June 2016. This promotion is available for First-Class Mail® only, and builds on the success of previous years promotions. The promotion is in the form of a credit on qualifying BRM/CRM reply pieces, which can then be applied to postage for future mailings. Details on the eligibility and enrollment for this promotion can be found in the guide posted on the USPS RIBBS web site.
The Personalized Color Transpromo Promotion: This promotion will run from July through December 2016. Similar to the program in 2015, this promotion is only available for First-Class Mail. Added this year is the requirement that the color message must either address the recipient by name or contain information relevant and specific to the recipient. The USPS posted a guide on the RIBBS web site with further details on the eligibility and enrollment for this promotion.
The Emerging and Advanced Technology/Video in Print Promotion: Set to run from March through August 2016, this promotion is available for both First-Class Mail and Standard Mail®. Added this year is an A/B testing option, which allows mailers to test customer response rates to mailpieces featuring the qualifying technology compared to customer response rates to mailpieces without the qualifying technology. For more detailed information on the eligibility and enrollment requirements, mailers can visit the USPS RIBBS web site.
The Tactile, Sensory and Interactive Mailpiece Engagement Promotion: This program will run from March through August 2016. The USPS recognizes that advanced print innovations are distinct from the more digitally focused technologies addressed by the Emerging and Advanced Technology/Video in Print Promotion, so this is offered as its own promotion for 2016 and is available only for Standard Mail. As with the other promotions, a detailed guide is posted on the USPS RIBBS web site.
The Mobile Shopping Promotion: This promotion will run from July through December 2016. As in prior years, this promotion encourages mailers to integrate mobile technology into their direct mail during the 2016 holiday season. This promotion is available only for Standard Mail. Visit the RIBBS web site for a detailed guide on this promotion.
The Earned Value Promotion incentive is in the form of volume-based credits: $0.02 per BRM or CRM pieces for first-time participants or those who did not exceed their threshold; $0.03 per BRM or CRM pieces if the total number of BRM and CRM pieces exceed the total number of the mailer’s BRM and CRM pieces counted as part of the 2015 Earned Value Promotion. These credits may then be applied to future mailings of First-Class Mail presort and automation cards, letters and flats and Standard mail letters and flats.
The other promotions each have an incentive of a 2% postage discount, taken at the time of mailing. The only exception is for the A/B testing option: the 2% postage discount will be taken at the time of mailing only for the pieces that meet the eligibility criteria. Up to 10% of the pieces may have non-eligible characteristics for the A/B testing purposes; the discount for these pieces will be applied as a credit to be used for future mailings.
There is a RIBBS web page dedicated to USPS mailing promotions; this has been updated with additional details on the 2016 promotions, including the calendar shown above and guides for each individual program. This page also has a more generic guide for enrollment in promotion programs, for both mail owners and mail preparers.
Window Book’s software allows you to easily edit your Mail.dat® files for the applicable promotion code (2-digit Characteristic Type in the CCR file of the Mail.dat file) so that you can accurately submit eDoc for these promotional mailings to take advantage of all the benefits being offered by them.
Window Book can help you manage the promotion codes for these incentives in your mailing operation and automate your processes using our software and service solutions.
Window Book offers a free Mailing Optimization Analysis.
Call us at 1-800-524-0380 for more details or to sign up for your FREE Mailing Optimization Analysis!