The United States Postal Service is playing catch-up with the mobile technologies sorely needed to help the USPS stop the financial hemorrhaging it has endured in recent years.
According to marketing personnel for the USPS, the postal service will kick off a new promotion over the summer months that focuses on two-dimensional barcodes.
To qualify for the discount, the mobile barcodes used on mailings must be for the expressed purpose of engaging with consumers on educational or promotional grounds, rather than for internal tracking or processing purposes, and link through to information relevant to the mailing.
Post & Parcel reports that the USPS is tailoring the program to customers who use the barcodes on their marketing materials, a move that will result in a 3% postage discount on Standard and First-Class mail (letters, postcards, etc.)
“Consumers have become more comfortable with digital devices and online technologies, and the industry should consider incorporating elements that reflect these trends into direct mail campaigns,” says Tom Foti, manager of marketing mail at the USPS.
“This promotion is another step in our long-term strategy to ensure mail remains relevant as a key element in the overall advertising mix for an increasingly interactive marketplace. By creating a promotion for placing mobile barcodes on mailpieces, we’re providing marketers with a compelling way to reach an internet-savvy customer base,” Forti adds.