Background and Program Description

The 2011 Mobile Barcode
Promotion was successful in generating increased interest in the use of mobile
technologies in direct mail. Mobile technologies continue to be one of the
fastest growing marketing sectors, and mailer resources will be increasingly
diverted to this medium.  As technology
changes the marketing landscape, the Postal Service must ensure that direct
mail continues to be a relevant part of the marketing mix. 

The 2012
Mobile Commerce and Personalization Promotion provides mailers with an upfront postage
discount on qualifying Standard Mail® and First-Class Mail® letters, flats, and
cards that contain a mobile barcode or similar print technology that can be
read or scanned by a mobile device.  The
technology must lead the recipient to either:

1. A
webpage that allows the recipient to purchase a product or service on a mobile
device. 

or

2. A personalized URL, which
leads to a web page that is unique to an individual recipient. 

Program Parameters

Registration Begins:     May 1, 2012

Program Period:          July 1 through August 31,
2012

Discount
Amount:        2% of eligible postage.
The mobile barcode discount is calculated
in PostalOne!® and applied to the mailing statement at the time of mailing. Normal
postage prices as listed in the published price schedule apply to the mailing,
and the discount is applied to those prices.

Eligible Mail Classes:   Standard Mail® letters and flats

                                    Nonprofit Standard Mail letters
and flats

            First-Class
Mail^® presort and automation letters, cards and flats

Registration
Requirements

Program Registration: Participants
and/or mail service providers must register on the Business Customer
Gateway.  Mailers agree to participate in
a survey about the promotion. Registration opens May 1, 2012 and
will continue throughout the promotion period. 

Mailing
Submission Requirements

Documentation/Postage Statement:  Mailings must be submitted electronically via
mail.dat, mail.xml or Postal Wizard.

Participating mailers will be
required to affirmatively claim this promotion on electronic postage statement
submissions.  All mailpieces in a mailing
statement must be eligible for the promotion. Note, the discount must be
claimed at the time of mailing and cannot be rebated at a later date.

Mailing Date:  Mail must be tendered for acceptance during
the promotion period, July 1, 2012, through August 31, 2012.  Qualified PVDS mailings that are verified and
paid for by August 31, 2012, will be accepted at destination entry postal
facilities through September 15, 2012.

IMB Requirements:  Automation mailpieces must contain an Intelligent Mail
barcode. 

Postage Payment Method: Postage
must be paid using a Permit Imprint, or Precancelled Stamp permit.  Some Meter Permit mailings may qualify.  OMAS and “Official Government Mail” mailings
are not eligible for the promotion. 

Mailpiece/Mailing
Content Requirements

The
two-dimensional barcode or similar print technology which takes a consumer to a
mobile optimized site that either enables mobile commerce or is
personalized for the recipient. All qualifying mail must contain a mobile
barcode or equivalent technology that can read or scanned by a mobile device (this
includes two-dimensional barcodes, tags, and watermarks).  The mailpiece must also contain text near the
barcode or image providing guidance to the consumer to scan the barcode or
image. Additional requirements are listed below.

Mobile Commerce

If the barcode is used to facilitate
mobile commerce:

·        
The destination
web page(s) must contain information relevant to content of the mailpiece, and some
or all of the service(s) and/or product(s) advertised in the mailpiece must be
available for purchase on a mobile device.

·        
The destination web
pages must reside on a web site platform that contains (or is deeply integrated
with) a checkout functionality so that consumers can complete the purchase of
the good or service referenced in the mailpiece through a complete mobile
optimized experience. 

·        
Websites used for
e-bill payment of prior purchases, or regularly scheduled payments (weekly, monthly,
bi-monthly, quarterly, etc.) for goods and services are not
eligible.

Mobile Personalization

If the barcode leads to a
personalized website:

·        
For each
mailpiece recipient, the web address is unique to the recipient, as is the
content of the web page. 

·        
Unique web page
content is based on relevant customer data such as prior behavior, life stage,
segmentation, and demographics.

Requirements
at the time of mail acceptance and post- mailing

At Mail Acceptance:  The mailer must provide a hard copy,
unaddressed sample of the mailpiece showing the placement of the mobile barcode
to the acceptance clerk. If a mailing contains mobile barcode mail from
multiple mailers, a hard copy sample of each mailer’s mailpiece must be
presented. If mobile personalization is used, at least two samples must be
submitted in order to demonstrate that the web addresses are unique to each
recipient.

Post Mailing
Requirements:  All mailers who receive the discount must retain an electronic
or hard copy sample of the mailpiece until October 31, 2012, and if requested
by the Postal Service must forward
such sample to the promotion program office.

http://www.ted.com/talks/lisa_harouni_a_primer_on_3d_printing.html

The qualifications and rules surrounding this “Summer Sale” are pretty straightforward and unlike their other sales this one is actually available to every mailer and does not require an advanced degree in mathematics to figure out if you qualify.

This promotion is a great way for mailers’ to discover new ways to link the physical and digital worlds of direct marketing. QR Codes have been all the buzz for some time now, but there are many out there who either are reluctant to use them or just have not figured out the best way to incorporate them into their overall marketing strategy. Considering the USPS is giving an upfront 3% discount for mailings that utilize these mobile friendly codes, I think marketers will learn fast how to use these, even if it is just get a cheaper postal rate. This promotion will run from July 1st to August 31st, 2011. The discount is available for Standard Mail and First Class Mail letters and flats.

The guidelines are fairly simple:

• Mobile barcode must be two-dimensional and readable by a mobile smartphone. One dimensional barcodes do NOT qualify.
• Mailing documentation must be submitted electronically and postage must be paid using a Permit Imprint. Current electronic submission methods include: Mail.XML, Mail.dat and Postal Wizard.
• Participating mailers will be required to affirmatively claim this promotion in electronic postage statement submissions, certifying each mailpiece contains a mobile barcode either within contents of mailpiece or on outside of mailpiece.
• All mailpieces in a mailing statement must contain a mobile barcode.
• With the exception of IMb full service discount, only one incentive per mailing will apply.
• Mobile barcode must be used for marketing and advertising purposes. Mailpieces containing mobile barcode that convey information about the postage value, destination, sender and machine serial number for security do not qualify

Here are the links for more details regarding the rules and questions:

• FAQs – Mobile Barcode Promotion Rules Final

• FAQs – Mobile Barcode Promotion Fact Sheet

If you have any questions about QR Codes and how to effectively incorporate them into your next campaign please contact us and we’ll be happy to help!

The guidelines are fairly simple:

• Mobile barcode must be two-dimensional and readable by a mobile smartphone. One dimensional barcodes do NOT qualify.
• Mailing documentation must be submitted electronically and postage must be paid using a Permit Imprint. Current electronic submission methods include: Mail.XML, Mail.dat and Postal Wizard.
• Participating mailers will be required to affirmatively claim this promotion in electronic postage statement submissions, certifying each mailpiece contains a mobile barcode either within contents of mailpiece or on outside of mailpiece.
• All mailpieces in a mailing statement must contain a mobile barcode.
• With the exception of IMb full service discount, only one incentive per mailing will apply.
• Mobile barcode must be used for marketing and advertising purposes. Mailpieces containing mobile barcode that convey information about the postage value, destination, sender and machine serial number for security do not qualify

Here are the links for more details regarding the rules and questions:

• FAQs – Mobile Barcode Promotion Rules Final

• FAQs – Mobile Barcode Promotion Fact Sheet

Now before you go setting your budget in stone, this sale is still pending a final ruling from the Postal Regulatory Commission.  Their final decision is expected at the end of the month, so stay tuned.

If you have any questions about QR Codes and how to effectively incorporate them into your next campaign please contact us and we’ll be happy to help!

I had to bring another piece to task just because of all the attention QR codes have bee receiving recently.  This piece comes from a large mailer, which is what makes it even more puzzling how this happened, but it did.  My most recent Costco mailer had the great coupons that I always look forward to, but on the front of the piece it had a QR code.  I thought this was great and could not wait to scan it, so like a kid ripping open presents on Christmas I quickly get out my phone to scan the image only to find a lump of coal instead of a shiny new toy.  The scan produced an error, but why?  Maybe it was the app I was using, but wait, there was a link to get a scanner right underneath the image, hot dog!  So I go to the site to download another scanner app and – oh no:(  The link is a web page with an error code message.  Now I am deflated, I will never know what great grilling recipe or whatever it was supposed to be behind that QR.  This is what gives this technology a bad name and will keep the end users form fully adopting it.  I hope this gives every mailer the message that we need to test, test and test again.

Please feel free to add your comments and share your own mailbox stories with us.

New Strapping Option for Bundle Preparation

Current DMM^® standards require mailers to use “clear smooth strapping tightly secured around the bundle” as a way of ensuring that address and presort information on bundles is visible and readable by the naked eye.

Recent testing shows that a new strapping with a transparency rating of at least 52 percent when tested using ASTM D1746 – 09, Standard Test Method for Transparency of Plastic Sheeting, methods meets all Postal Service™ readability requirements.

Mailers may begin using this type of strapping immediately — it is more environmentally friendly and provides cost savings to mailers, while continuing to secure bundles in a way that helps the Postal Service process the mail efficiently.

We are working on revising the mailing standards for strapping and will use the DMM Advisory to keep you informed

Too often I hear “we tried mail and it didn’t work”.  Mail is merely a vehicle for a particular message.  If no one responds to the message, the mail is not to blame unless the recipient did not physically receive the piece.  Moreover, many of these same individuals do not ask the key question, which is “why did the mail not work”.  The “why” is crucial to answer for any future success with any type of marketing campaign.  The answer to that question gives the direction for the next campaign.

If you are lost, you immediately go backwards and retrace your path to see where you went off course right?  The same can be said regarding any direct mail campaign.  You must go back and find where you may have gone off course; was it some some confusing copy, an unappealing graphic,  or perhaps a poorly targeted list.  Maybe it was due to my favorite culprit; no clear response mechanism.  I just ran into this one recently, “we tried mail, but we had no way of tracking it”.  If you can’t track response, then you can’t measure effectiveness and therefore you should NOT DO ANYTHING.  Sorry, was I yelling, I get exited sometimes.

The point is that we too often blame the vehicle and not the operator when a campaign fails.  Also, like any other sales and marketing channels, it takes consistent effort to get results.  Hardly any sales are closed after one call, right?  If I go to meet a prospect and they do not buy at that meeting, is that it?  Will I never go see them again? If make 25 calls and do not make one sale, do I blame the phone and not make calls any longer?  No, I ask “why”.  Was I talking to the right person, was my message meaningful to them, was my timing appropriate?  When these questions are answered, I will try again and then keep it up until I achieve the desired goal.

I urge everyone out there who has ever uttered the words “mail does not work”, to go back and answer the question “why?”.  Maybe the mail was the incorrect vehicle, but at least you will know why.  I can’t very well drive my car across a lake right?

Below is the official excerpt from the DMM Advisory:  

Postal Service Relaxes Upcoming Requirements for Automation Prices

Recognizing ongoing concerns about mailers’ readiness for broader adoption of the Intelligent Mail barcode (IMb®), the USPS® has decided that automation discounts for mail with POSTNET barcodes will continue to be offered beyond May 2011.

Today’s announcement, made following consultation with key industry leaders, means that mailers also may continue to use the POSTNET barcode for reply mail (such as Business Reply Mail (BRM), QBRM and Permit Reply Mail) and PLANET Code® for Confirm® Service.

The relaxing of requirements beyond the planned May POSTNET retirement timeframe allows for an easier transition to the full use of the IMb while continuing to receive automation discounts.

The value of the IMb is a proven technological advantage with more than 41 billion pieces of IMb-enabled mail processed by the USPS. As more Industry leaders continue to embrace the IMb, the Postal Service is committed to enhancing the benefits of Intelligent Mail Services.

First was that the USPS either has gained quite a bit of efficiency regarding Flat processing or they realized they came down a little heavy with the increases last go around.  In either case the current increase for Flats averaged only .38% across First Class, Standard, and Nonprofit.  The average increase for First Flats was actually -.12% or better put the average cost is less than it was 2 years ago.  It appears that the increases is minimal across all of the automation categories, which leaves the non-auto categories bearing the brunt of the price hikes.  This is good news for mailers who currently are preparing their mail as automation compatible.  The worst part of the rates is that the discount for mail prepared for the NDC will decrease by $.01 or $1 per thousand.  This one does not make sense since mailers are taking on the financial burden of preparing and shipping this mail to the specified facility, which saves the USPS processing and transportation expense.  Again it is only $.001, but it goes against the concept rewarding work-share by the mailer.  The discount for SCF mail will remain the same as before.

The following links will give you my breakdown of the old rates vs. the new rates and the various increase by percentage. The complete table of new rates is available on the Postal Explorer website.

First Class Mail

Standard Mail

Please weigh in with your thoughts regarding the increase and as always fmi is here to help assist mailers take on this increase with the least possible damage to your marketing budget.

The decision on price increases for standard and non profit mail as well as other services is still pending.
 

A complete listing of 2011 prices at www.usps.com/prices.