The United States Postal Services wants to keep mail relevant within the marketing mix. This year, as in the past, they are offering new and emerging technologies incentive programs for direct mail. You can find all the 2019 incentives and promotions here.
Augmented Reality is included in the 2019 Emerging and Advanced Technology Promotion. Also, included in this specific promotion are Virtual Reality and Mixed Reality, Near Field Communication, Video in Print, Shoppable Video, Integration with Digital Assistants, and Addressable TV technology.
Direct mail campaigns sent before August 31, 2019 are eligible for a 2% postage savings!
Sounds good, right? It gets better.
The USPS wants to ensure that your mailer is engaging. This year there are stricter requirements for recipient interaction. Gone are the days for a simple QR code scan with a pop-up image. The new requirements are in place so that people will spend more time interacting with the mail. They also allow you to create materials that provide real live experiences and CTAs (call to actions) such as video, coupons, call, email, web, however you expect your recipient to respond.
Today it’s very easy to use existing client assets such as imagery, video and or 3D assets, to create AR experiences that meet the requirements of the current postal regulations. As the USPS is motivated to make this program a success, they are also very helpful in working with you in a very timely manner to get your mailing campaigns approved for the discount. You can see examples of augmented reality adding value to direct mail as part of the USPS Irresistible MailTM site. You, or your client, will need an augmented reality platform in order to launch these campaigns. Clients that use BLUairspace for this purpose are finding additional benefits beyond just the 2% discount. They are leveraging the platform to generate more services revenue extending the life span of the pieces they produce and mail.
Your clients can recoup any consulting and licensing fees with the first mail drop while also improving upon the mailing’s effectiveness. If you manage Postal One accounts on behalf of your clients or you simply manage your own mailing programs, this opportunity is an excellent way to reduce your postage costs. Once this is achieved you can then begin to create more interactivity in your mailings that enhance customer retention and engagement. There is still plenty of time to leverage the benefits of this program. It’s literally free money.
Here is some helpful information to get you started:
Promotion Period: March 1 – August 31, 2019
Registration: January 15 – August 31, 2019
Discount: 2% of eligible postage
Eligible Mail: First-Class Mail® presort and automation letters, cards, and flats, USPS Marketing Mail letters and flats Nonprofit USPS Marketing Mail letters and flats
We can assist you with getting these experiences up and running very quickly. For more information contact me ([email protected]) and let’s discuss how AR can differentiate your mailer and increase your customer engagement.
M.J. Anderson is an expert in increasing marketing relevance through tools like mobile apps, video, augmented and virtual reality. He is a frequent speaker at industry conferences and events and we are happy to have him share his expertise in adding value to print here on Inkjet Insight.