The Postal Service has announced their Holiday Mobile Shopping Promotion for qualified mailings dropped between November 7 and November 21, 2012. It’s designed to spur mobile purchasing by putting mobile-optimized promotional offers, coupons and catalogs into customers’ hands in time for Black Friday and Cyber Monday shopping sprees.
This will be the USPS’ third effort to establish direct mail as a tool in a mobile commerce economy. The Holiday promotion will be similar to the current promotion, but with two significant differences. It again will apply to Standard Mail and First Class letters, flats and cards, and it will offer a 2% upfront discount. This time however the mail piece must bear a mobile barcode or print/mobile technology that leads the recipient to a website that allows him/her to buy an advertised product on the mobile device. The sale of services does not qualify for this promotion.
The second significant difference is the provision for an additional 1% rebate on the postage of qualifying mailings if a portion of their orders is fulfilled via Priority Mail between November 9, 2012, and December 31, 2012. (We are not sure yet how this will be administered.)
Once again this promotion must be approved by the Postal Regulatory Commission. History indicates we can expect approval. A registration process is also required, but your DMS account manager can handle this for you.
We will post more details as they become available, but in the meantime your DMS account team will be happy to handle your questions.