Direct Mail Discounts for Online Merchants Timed for Cyber Monday
Cyber Monday was the busiest shopping day last year. Up 29 percent over 2010, Cyber Monday’s purchasing surge was no doubt due to a number of deals offered by retailers. And with the deal the U.S. Postal Service is planning for online merchants this holiday season, Cyber Monday 2012 could be even better.
Designed to drive online product purchases by putting mobile-optimized promotional offers, coupons and catalogs into consumers’ hands, the U.S. Postal Service’s 2012 Holiday Mobile Shopping Promotion will offer online merchants an upfront 2 percent postage discount on Standard Mail and First-Class Mail letters, flats and cards (presort and automation) that include a mobile barcode or print/mobile technology — such as a QR code — that can be read or scanned by a mobile device and leads the mail recipient to a mobile-optimized shopping website. The promotion will run Nov. 7- Nov. 21, 2012.
Mailers may also qualify for an additional 1 percent postage rebate on their discounted mailings if a portion of their product orders are fulfilled via Priority Mail between Nov. 9, 2012, and Dec. 31, 2012. The 2012 Holiday Mobile Shopping Promotion is subject to approval by the Postal Regulatory Commission.
Source: USPS.com
Editor’s Note: Please keep in mind that this promotion differs significantly from this summer’s promotion. The regulations state that:
“The technology must lead the recipient to a website that allows the recipient to purchase an advertised product on the mobile device (the sale of services will not qualify).”
We contacted the USPS for clarification of what constitutes a “product” vs. a “service” and were advised that a product must be a tangible item. Purchases such as airline tickets or a hotel room and the like would be considered a service and therefore not eligible for the discount.
Any questions about the promotion can be emailed to mobilebarcode@usps.gov or contact us directly at info@gofranklingo.com.
