The Post Office Goes Interactive

Anyone making the same old jokes about the US Postal Service needs to come up with new material.

An innovative new campaign established by the USPS — which has the official approval of the Postal Regulatory Commission — rewards marketers for using 2D barcodes in their marketing materials. Companies that use smartphone-friendly barcodes will get a 3 percent postage discount on qualifying standard and first-class mail letters, flats or cards. The campaign runs through July and August, but the Postal Service has not ruled out the idea of extending the run. They say they’ll be closely monitoring the adoption rate before making a long-term decision.

The campaign is aimed at bulk mailers that submit qualifying first-class or standard mail letters, flats or cards electronically using a permit imprint payment method. However, the discount will apply to both presort standard and first-class presort mail.

The USPS has already been moving in this direction, but the new campaign makes it clear that the organization is throwing its considerable weight behind QR codes and other interactive innovations. If your company is among those wondering when to get aboard this train, now might be the time.

Here’s what we can do to help you:

Neustar has developed an ROI calculator to help determine what your breakeven point is on implementing 2D barcodes in order to take advantage of the postal discount. Here’s how it works:
• This tool will take into consideration the number of resolutions/scans associated with a given campaign, and calculate the general cost/benefit based on various resolution/scan rates.
• For example at $0.25 postage, the 3 percent postal discount savings and an average scan price of $0.14, the breakeven is about a 5 percent response rate to the mailing.
• The breakeven will differ based on number of pieces being sent, and the price you are paying for campaign management services and price per scan.

If you would like to learn more about this discount for adding 2D barcodes to your direct mail (or any marketing campaigns), contact us at barcodes@neustar.biz.

Please also let us know of any success stories or great use cases you have seen with direct mail and barcodes.