In stark contrast to Australia Post the United States Postal Service (USPS) is reacting to falling mail volumes by providing incentives aimed at encouraging people to mail, and aimed at highlighting the exclusive benefits of mail.

Where AusPost is implementing a strategy of massive price hikes and severe service downgrades – which many in the print and mail industries believe is designed to kill off mail – the USPG has just announced its proposed 2016 Promotions Program.

It is launching a series of promotions which give upfront discounts for mail that implements new technology.

So mail that is personalised with variable data colour print, mail that uses augmented reality, embedded video and integrates with mobile technologies, mail that incorporates tactile and sensory interactive engagement, and direct mail that incorporates mobile technologies that enable shoppers to go straight from the mailpiece to the online shopping experience all get a two per cent upfront discount.

The USPG is also offering a credit for the use of first class mail.

The massive promotion programme is designed to show mail as an innovative, interactive and essential part of the marketing mix, and is clearly looking forward, by offering financial benefits for the implementation of new technologies and enhancements. It should provide plenty of work for companies that provide these services. I

The programme is a completely different approach to the new digital era to the one taken by AusPost which far from encouraging innovative mail has raised prices by humungous amounts and has cut services, to the point where serious mail users are rethinking their use of mail.

Only last week the National Credit Providers Association said it is now going to encourage its members to move to digital delivery of documents, as it can no longer rely on AusPost to deliver – meaning a swathe of print is under threat.

The USPS started its Promotions Program back in 2011 by encouraging participants to include mobile-friendly barcodes on their mail pieces in exchange for a postage discount on their bulk mailing.

The success of that inaugural program has led the USPS to continue to put incentive programs in front of mailers, enabling them to take advantage of postage discounts and rebate opportunities for mailings that qualify.

[Related: Australia Post response to flood of complaints]

If the proposed plan is approved, 2016 will have five different ways to save:

Earned Value Promotion

With a tentative schedule of April through June, the Earned Value Promotion will be available for First-Class Mail only, and aims to encourage mailers to promote First-Class Mail as their primary reply mechanism.

By keeping CRM/BRM envelopes in outgoing mail, mailers will receive postage credit for each mailpiece that is returned to the mailer during the promotional period. The promotion is in the form of a credit on qualifying BRM/CRM reply pieces; which can then be applied to postage for future mailings.

Personalised Colour Transpromo Promotion

Tentatively schedule to launch August through December 15, the USPS continues to encourage mailers to use colour messaging to form greater connections with consumers. An upfront 2 per cent postage discount will be applied to mailings leveraging dynamic/variable colour print for personalised transpromotional marketing messages on their bills and statements.

Emerging and Advanced Technology / Video in Print Promotion

Tentative to launch March through August, mailers integrating mobile technologies and embedded video technologies will receive an upfront 2 per cent postage discount.

Mobile technologies include the use of standard Near Field Communication (NFC) technologies, as well as augmented reality experiences that super impose digital images and content over a live image in the mailpiece.

These technologies are helping the recipient to engage in digital experiences triggered from the printed mail piece. Additionally, pieces featuring embedded video on the mail pieces themselves will qualify.

[Related: Aus Post's mail menopause]

Tactile, Sensory, and Interactive Mail Piece Engagement Promotion

Included as part of the Emerging & Advanced Technology Promotion in previous years, the USPS developed a brand new promotion focused solely on the tactile and sensory experience of the mail piece.

Aimed to launch March through August of 2016, this promotion will reward a 2 per cent postage discount upfront to mailers incorporating interactive print elements.

These include specialty inks, sensory elements, textured papers, creative folding techniques, and other dimensional elements that the recipient can interact with and manipulate on the mail piece.

Mobile Shopping Promotion

Tentatively scheduled to be offered from July to December, this promotion rewards mailers with an upfront 2 per cent postage discount on pieces integrating mobile technology with direct mail.

Ranging from QR codes, to Snap Tags, to Watermarks and beyond, consumers are launched from the mail piece to an online shopping experience.

Social media opportunities have been added this year through ‘Buy It Now’ features highlighted to support shopping during social media activities.

With an overall goal of creating consumer excitement, this promotion will highlight the connection between the printed direct mail piece and the digital shopping experience.

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