3 Direct Mail Opportunities in USPS Challenges
2. First Class Mail, Second Ounce Free
Has the USPS created a monster, or a monster opportunity? Let's realize something about First Class billing and mailing statements: They have nearly a 100 percent open rate. People read their bills and statements. Can I create a good marketing offer, event notice or introduction to a partner company's products (for a fee, of course) and take advantage of that second ounce free? The ability to generate income from that second ounce is a good reason to stay in the mail. This isn't cannibalizing Standard Mail efforts for acquisition mailings. It's an avenue to open up marketing efforts for prospects that do little or no mailing because the higher level of content viewership will attract new players.
3. QR Codes Promotion
The 2011 USPS Mobile Barcode Promotion was very successful. More than 76,000 unique mailings using QR Codes were processed, with 90 percent of the volume being Standard Mail. That was almost a 10-fold increase in barcode usage during the promotional period. There will be a 2012 Mobile Commerce and Personalization Promotion with details finalized and approved by the PRC. It will be focused on e-commerce and personalization, taking the marketing thrust of the 2011 promotion up a notch. It can be an educational opportunity for mailers and marketers alike. More synergy between the print and digital world will be explored by mailers. Credit the Postal Service for bringing ideas like this to the table.
Marketers can take advantage of the strong tie between mail and the digital world. Several studies have shown that website visits and purchases are higher for customers receiving the physical catalog versus any other medium. The touch and feel of mail is still a powerful influence in the customer's mind. In fact, our world of mail and its many facets is often enhanced by, or helps, its media cousins. As mail gets smarter and more targeted, its value in the mailbox will increase. No matter what technologies come next, embrace the future. Look for ways to waltz with the mail and you are probably going to succeed.