If you plan on incorporating or submitting materials with QR codes during this promotion, take HEED – the USPS is now QR Big Brother, and I for one am thrilled!
The news is in – the USPS has announced a summer postage incentive program:
It will probably start in July. There is the possibility of a June start, but that is not likely.
The promotion will run for 2 months or 3 months.
The focus is on the combined use of mail and mobile technology.
The USPS wants best practices employed and there will be more control required than that of the mobile-related promotion in 2011.
The USPS firmly believes there is a great connection between mail and mobile channels. What the USPS wants, however, is more focus on the use of the two in an integrated manner. There will be some specific rules for the program. Here it what the program most likely will require:
When a mobile barcode (quick response or QR Code) is employed, the target site must be mobile enhanced (no regular web sites this time).
More will be required of the mailpiece bearing the code.
The piece must help consumers (or business customers) make a transaction.
The target site must provide the ability to purchase (have a shopper’s cart, etc).
Mail owners will be required to register for this promotion by permit. Service providers will be allowed to register their customers.
The incentive, somewhere between 2% to 3%, will be for Standard Mail and possibly First-Class Mail. Periodicals are being considered.
There will be a postage and/or mail volume threshold to be met as well as an upper limit. It is the plan of the USPS that when the upper limit is reached the incentive is automatically turned off for that mail owner.
The USPS believes the mobile code must have relevance to the recipient and include personalization, such as a unique micro site or PURL [personalized URL] for the specific consumer. It is likely the USPS will require one or the other in a single promotion.
As more becomes known, we will keep you informed.
