UPDATE: 2012 USPS Mobile Barcode Promo

2012 USPS Mobile Barcode Promotion

Again this year the USPS will be promoting the use of two-dimensional barcodes, integrating your mailpiece with mobile technology.

The program stipulations are quite different from the promotion run in 2011.  In 2012 the 2d barcode (or QR barcode as it is commonly known) must drive a recipient to one of two scenarios:

Barcode drives recipient to a personalized website (PURL)

  • Web address must be unique for each recipient (www.strahm/kimberly@strahm.com)
  • Content of personalized web page must be unique to each recipient
  • Content could be based on data such as previous purchases, age, location or other demographic data

This means that you can’t simply have the barcode drive the recipient to an informational or general marketing webpage, even if it includes an offer.  You must create an individual, personalized landing page for each recipient.

Or

Barcode drives recipient to make mobile purchase

  • Product or service advertised in mailpiece must be available for purchase through recipient’s mobile device
  • Webpage must include “shopping cart” feature to complete the purchase of the product or service.
  • E-bill payment or scheduled payments (weekly, monthly, etc) are not eligible.

The program period runs July 1, 2012 through August 31, 2012.  Registration begins May 1.

Eligible mail classes are presort and automation First Class letters/flats/postcards, Standard mail letters and flats, and Nonprofit Standard mail letters and flats.  Automation mailpieces must contain an Intelligent Mail barcode (IMb).

The discount for this Mobile Barcode promotion is 2% of the eligible postage.  The discount is calculated and applied at the time of mailing.  The discount must be indicated at the time of mailing, discounts will not be rebated. You must be registered prior to mailing; registration will be found on the USPS Business Customer Gateway.

A hard copy sample of the mailpiece, showing placement of the mobile barcode, should be presented to the USPS acceptance clerk.  Each mailpiece within a mailing must contain a mobile barcode, either on the outside of the mailpiece or within the envelope.  The mailpiece must also show text near the barcode instructing the recipient to scan the barcode.

A 2% postage savings can be significant.  Make sure you understand and follow all the rules and regulations for this promotion.  If you have questions or need guidance to ensure your mailpiece qualifies, speak with your print/mail vendor and/or your local USPS representative.

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  1. #1 by Merlene Mahaney on March 19, 2012 - 1:26 am

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    • #2 by strahmautomation on March 19, 2012 - 8:21 am

      Thanks, Merlene.

      The USPS Mobile Barcode promotion was a big hit with mailers last year. The improvements to the program this year should bring some interesting results.

      Kimberly

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    • #6 by strahmautomation on March 21, 2012 - 10:57 am

      Hi Lamont;

      I’m not exactly sure of your question. Could you please elaborate?

      Thanks,

      Kimberly

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      I am glad to hear you think we are providing good, insightful ideas! I hope you are able to put to use the Mobile Barcode Promotion this year.

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      I am happy to hear that this was helpful information to you.

      The 2012 Mobile Barcode Promotion already seems to be at the forefront of our customers minds as a way to expand their marketing messages.

      Kimberly

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      Thanks! I hope to share my customers’ success stories with you later in the summer.

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  9. #17 by Vincent Mclouth on March 21, 2012 - 5:22 pm

    There are some attention-grabbing deadlines in this article but I don’t know if I see all of them heart to heart. There’s some validity however I will take hold opinion until I look into it further. Good article , thanks and we would like more! Added to FeedBurner as nicely

    • #18 by strahmautomation on March 22, 2012 - 9:37 am

      Hi Vincent;

      Yes, the USPS did create deadlines for the Mobile Barcode Promotion. Registration begins May 1, 2012 with the programming running July 1 – August 31, 2012.

      Good luck!

      Kimberly

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      I am glad to hear you will be back!

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      Kimberly

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