U.S. Postal Service Promotes Mobile Marketing Integration

The U.S. Post Office is a big supporter of mobile marketing and the digital tools of the modern trade.

To that end, the post office is offering the 2012 Mobile Commerce and Personalization Promotion to encourage commercial mailers to use mobile marketing tools such as QR codes on their mail.

The move comes just as the post office itself clings to solvency as dwindling revenue continues to hinder the institution.

During July and August, the Postal Service is offering an upfront 2 percent postage discount on Standard Mail and First-Class Mail letters, flats and cards (presort and automation) that include a two-dimensional barcode or print/mobile technology that can be read or scanned by a mobile device.

“Mobile technologies continue to be one of the fastest-growing marketing sectors,” said Gary Reblin, vice president of Domestic Products. “During the holidays, mobile purchases were up from 5.5 percent of ecommerce sales in 2010 to 11 percent in 2011.”

“The integration of direct mail with mobile technologies will not only improve the long-term value of direct mail but also increase returns for merchants,” he added.

Do you think mobile marketing and its resources can truly help the Post Office as it searches for its new footing in the 21st century?