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USPS Mobile Barcode Promotion

Posted by Elizabeth Lombard on June 06, 2011 in Mail

Hello!

If you haven’t heard, the Postal Regulatory Commission did indeed approve the Postal Service’s Mobile Barcode Promotion! This promotion is pretty exciting because unlike other incentive programs that provide rebates, this promotion essentially rewards mailers launching campaigns incorporating two-dimensional, smartphone-friendly barcodes with an upfront 3 percent postage discount on qualifying Standard and First-Class Mail letters, flats or cards.

According to Tom Foti, USPS Manager of Marketing Mail, the Mobile Barcode Promotion is another step in the Postal Service’s strategy to ensure mail remains relevant as a key element in the overall advertising mix.  The promotion is intended to increase awareness of how integrating technology increases the value.

If you’re not familiar with “mobile barcodes”, the most common one is the QR code, which is a two-dimensional code readable by barcode readers and camera phones. The information encoded can be text, a URL or other data. QR codes appear almost anywhere, i.e., magazines, signs, vehicles, business cards, and in the case of this promotion, envelopes, and they drive consumers to take action, e.g., scanning the barcode to reach a web page, coupon, etc.

Highlights of the Mobile Barcode Promotion include:

  • Program period July 1 through August 31
  • Open to mailers of qualifying commercial First-Class Mail® or Standard Mail® (regular and nonprofit) letters, flats or cards
  • Postage statement must be submitted electronically via PostalOne!® (A separate postage statement is required for all mailpieces with mobile barcodes)
  • Permit Imprint is required payment method
  • All mailpieces must include a mobile two-dimensional barcode on the outside or within the mailpiece
  • Information relayed in the mobile barcode must be relevant to the contents of the mailpiece to market, promote, or educate

Pitney Bowes solutions may assist you in participating in this promotion.  For example, our SmartMailer™ and AddressRight® Pro presorting software, in combination with the USPS Postal Wizard, helps to prepare and submit commercial (discounted) First-Class Mail® and Standard Mail® mailings. Also our document creation solutions including PlanetPress® and PB FIRST enable design of 2-D barcodes within documents.  The Connect+ mailing systems can print QR Codes and messaging directly on your envelopes in a single pass, along with a return address, logos’s and even the required Permit imprint.

Details regarding the Mobile Barcode Promotion can be found on the USPS RIBBS® website.
If you have specific questions about the program, you can reach out directly to the USPS by email: MobileBarcode@usps.gov

I welcome your thoughts regarding this promotion.  What do you think about this promotion?  Great play on the part of the USPS?  Do you plan on participating?  If so, what type of campaign or strategy do you plan to use with your mailings?

Thanks so much,
Elizabeth

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7 Responses to “USPS Mobile Barcode Promotion”

  1. Chris Hebron

    08. Jun, 2011

    We just attended your webinar and have a question about the Barcode Clear Zone. You mentioned that even if you are prebarcoding the piece that would have to stay clear for the piece to be eligible for the promotion. Can you please expand on that?
    Thank you -
    Chris Hebron

  2. Elizabeth

    17. Jun, 2011

    Hello Chris,
    That’s a great question. If you are barcoding your mailpieces, you can put the POSTNET or IMb in the barcode clear zone or in the address block according to USPS reg’s.
    So to clarify my comment, if you put the routing barcode in the address block, still keep that QR code clear of the barcode clear zone clear.

    Do you plan on using QR codes to market, educate or promote? I’d enjoy hearing what your plans are and how the marketing effort worked for you!

    Kind regards,
    Elizabeth

  3. Elizabeth

    20. Jun, 2011

    The USPS released a DMM Advisory on June 17th regarding the upcoming promotion.

    It stated that in order to participate in the promotion, mailers must submit a hardcopy, nonaddressed sample of the mailpiece, showing the placement of the mobile barcode, when mailings are presented for acceptance and verification. Mailers should also retain a copy of the mailpiece.

    Other key requirements were also reviewed.

    Information regarding this exciting opportunity can be found on the USPS RIBBS site at
    https://ribbs.usps.gov/index.cfm?page=mobilebarcode

    Elizabeth

  4. Diana Tabar

    21. Jun, 2011

    I sat in on your seminar and it was very good. I just have a question to make sure I completely understand. For the QR Code discount in July and August does the indicia area 2″ x 4″ have to be left free of all print? I realize the QR Code cannot be there but what about a return address?

  5. Elizabeth

    05. Jul, 2011

    Hello Diana.
    Thanks for the kind words about the seminar.
    I apologize for the delay in responding. I am to get a notice when someone posts something, but I didn’t.

    The indicia zone area must be completely clear of anything except the indicia, which for the Mobile Barcode Promotion, must be a Permit Imprint.

    Are you planning on doing a mailing with a QR Code? I’d enjoy hearing what kind of activity you get with it!

    Kind regards,
    Elizabeth

  6. Lizh@playworldsystems.com

    19. Jul, 2011

    Webinar—
    Shipping made Simple, 2011 and beyond

    Date: Thursday, July 26th
    Times: 11:00 am – 12:00 pm EDT or
    1:00 pm – 2:00 pm EDT

    July 26th is a Tuesday and not Thursday, you need to correct your email about this webinar because it is incorrect date.

  7. Elizabeth

    19. Jul, 2011

    Thanks Liz…. I am presenting the webinar, but am not managing the invites, etc. so i’ll check into this date problem! Thanks so much for bringing it to my attention!

    Elizabeth

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