USPS Mail Promotions

difficultmangledΚινητά – Ασύρματες Τεχνολογίες

12 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

259 εμφανίσεις

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

USPS Mail Promotions


Southern Area Focus Group

January 15, 2013





Sushrut Parikh

AT&T Mailing Solutions

AT&T Services, Inc.



© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Production & Mailing of Billing Statements, Collection
Letters, Customer Correspondence for AT&T


Landline


U
-
verse


Wireless


50M+ statements per month from facilities in:


Alpharetta, GA


West Sacramento, CA


Houston, TX


Mail Mix


First Class Mail


Priority Mail


AT&T
Mailing

Solutions

2

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


AT&T is a leader in the mailing industry with membership &
leadership roles in leading industry organizations focused on policy,
strategy, and operations.



AT&T
i
s a leading voice in advising USPS to seek strategies
specifically aimed at slowing the rapid decline
of FCM
.


Reply Mail promotions


2
nd

ounce free


Continue including FCM in ongoing promotions


Mobile Barcode (operating systems, devices, etc.)


More lead time in promotions requiring infrastructure enhancements


Dynamic Variable Color (
Transpromo
)



USPS continues to seek opportunities for future promotions.
Make your voice heard!

AT&T’s Active Involvement in USPS
Promotions

3

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Provide an AT&T Mailing Solutions perspective on past
USPS Mail Promotions.


Challenges


Successes



Provide a VERY high level look at 2013 USPS Mail
Promotions

USPS Past & Present Mail Promotions:

4

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


USPS first attempt to slow decline of First Class Reply Mail.


Customers needed to exceed an outbound mailing threshold


Mailer contained a reply envelope, and weighed between 1.0


1.2
oz

(later changed
to <2.0
oz
)



Challenges:


Tying eligibility to outbound mailing volume


O
nerous reporting requirements


S
low reconciliation.



Challenges were overwhelming. Considerable development effort to
reporting environment to participate, which was unable to be recouped.



Benefit:


Provided clear picture of what worked and what didn’t work.


Laid the framework for 2
nd

ounce free and 2013 Reply Mail Earned Value Promotion.






AT&T Perspective: 2011 Reply Rides Free

5

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


First USPS promotion attempting to demonstrate the value of mail
as a bridge to the digital environment.


Challenges:


New technology resulted in a steep learning curve.


Generating interest within the company to pursue


No direct guidelines on use of barcode resulted in many poor implementations.


Benefits:


Expanded interest in the technology


Promoted AT&T’s Mobile Barcode capabilities


Postage savings



Examples:




AT&T Perspective: Summer 2011
-

2011 Mobile
Barcode Promotion


6

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Lessons learned from Summer 2011 Promotion applied


Required best practices to be followed:


Mobile optimized site


Call to action, etc.


Survey to be completed at end of promotion.


Promotion registration


Challenges:


Begin the process to limit eligibility to participate.


Limited lead time from approval to implementation.


Considerable development effort required to participate in mobile commerce or personalization.


Benefits:


Continue expanding interest in mobile barcode technology.


Build upon lessons learned from 2011 (ie tracking, mobile barcode technology, etc).


Postage savings



Example:

AT&T Perspective: Summer 2012


USPS Mobile
Commerce & Personalization Promotion


7

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Continued refining the use of the promotion


Continued use of best practices


Mobile commerce with checkout feature


Required sale of physical product (ie no services)


Shorter time frame (2 weeks vs 2 months)



Tie
-
in to increased promotion savings when using other USPS
services (ie rebate for shipping via USPS)



Tie in to Holiday Shopping season.


AT&T Perspective: Winter 2012


USPS Holiday
Mobile Shopping Promotion


8

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Goal: Continue encouraging mailers to integrate mail & mobile
technology.



Promotion period: March 1


April 30



Registration period: January 15


April 30



Incentive: 2% of eligible postage

March 1


April 30:

Direct Mail Coupon & Click to Call Promotion

9

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Click to Call:


Mailpiece contains mobile technology that can be scanned by mobile device to:

1.
Land at a mobile
-
optimized site with a “click to call” link,

2.
Or bring up a phone number automatically on users phone.



Mobile Coupon:


Physical mailpiece must be a coupon


Further requirements around type of coupon & eligibility of sale


Coupon mailpiece must contain mobile technology (QR barcode, SMS messaging)


Coupon Redemption requirements


March 1


April 30:

Direct Mail Coupon & Click to Call Promotion

10

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Goal: Slow the decline of FCM, BRM, and CRM.



Promotion Period: April 1


June 30



Registration Period: January 1


March 31



Incentive: $0.02 per scanned CRM/BRM mailpiece



Eligible pieces: CRM/BRM mailpieces distributed in any outgoing
mailing.


April 1


June 30:

Earned Value Reply Mail Promotion

11

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Requirements


CRM & BRM enclosed in any class of mail


CRM/BRM must contain IMB


Mailer ID embedded in IMB that has been pre
-
registered



Rebate credits earned


Credit provided for pieces scanned from 4/1


6/30


No correlation to date of outbound mailing



Rebate credit redemption


Redeemed for postage on future mailings of FCM Presort & Automation letters.


Credits applied to Permit Imprint account selected during registration

April 1


June 30:

Earned Value Reply Mail Promotion

12

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Goal: Build on past mobile barcode promotions and continue to
promote awareness of how innovative technology can be integrated
with a mail strategy to enhance value of the mail.



Promotion Period: August 1


September 30



Registration Period: June 15


September 30



Incentive: 2% of eligible postage




August 1


September 30:

Emerging Technologies Promotion

13

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

The mailpiece must meet at least one of the requirements:

1.
Near
-
Field Communication (NFC): Mailpiece contains a NFC smart
-
tag or RFID chip that allows information to be transmitted from the
mailpiece to a mobile device.


2.
Augmented Reality: Mailpiece contains print that allows the user to
engage in an augmented reality experience facilitated by mobile
device or computer.


3.
Authentication: The mailpiece integrates attributes of the physical
piece (such as delivery address) with mobile technology to
complete an authentication process.

August 1


September 30:

Emerging Technologies Promotion

14

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Goal: Promote the awareness of Picture Permit. The picture permit
allows mailers to use the permit indicia space as prime real estate
for branding.



Promotion Period: August 1


September 30



Registration Period: June 15


September 30



Incentive: Fee waived ($0.01 for FCM)


August 1


September 30:

Picture Permit Promotion

15

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Goal: Re
-
invigorate product sampling via mail campaigns, including the
USPS Simple Samples program launching in January 2013.



Promotion Period: August 1


September 30



Registration Period: May 1


September 30



Incentive: 5% of eligible postage


Limited to Standard Mail Regular & Non Profit Marketing parcels



Requirement: All qualifying pieces much contain a product sample


August 1


September 30:

Product Samples Promotion

16

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Goal: Seek to demonstrate convenience in the combination of mail &
mobile technology.



Promotion Period: November 1


December 31



Registration Period: September 15


December 31



Incentive: 2% of eligible postage


November 1


December 31:

Mobile Buy
-
It
-
Now Promotion

17

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


Qualifying mailpiece contains a mobile barcode or equivalent technology
that when scanned from reader app, opens a web page.



Lead to a mobile
-
optimized website that allows recipient to purchase a
product.



Entire purchase & checkout remains mobile
-
optimized & meets ‘highest
industry standards available at time of the promotion to streamline the
purchase of the product’.



Destination webpage contains information relevant to the content of the
mailpiece, and contains (or is deeply integrated with) checkout
functionality.

November 1


December 31:

Mobile Buy
-
It
-
Now Promotion

18

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


The product being sold must be a tangible/physical item that needs to be
distributed or manufactured & can be shipped



Delivery by USPS is not required.



Payment: Customer should be able to complete purchase in one of 3 ways:


Electronic payment via mobile device (ie credit card, debit card)


Person to Person payment via mobile device (ie PayPal)


Invoiced at later date or via recurring bill


November 1


December 31:

Mobile Buy
-
It
-
Now Promotion

19

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.


USPS.com:

https://
www.usps.com/business/promotions
-
and
-
incentives.htm



RIBBS:

https://
ribbs.usps.gov/index.cfm?page=mobilebarcode



Incentive Programs Office:

mobilebarcode@usps.gov




U.S. Postal Regulatory Commission:

http://
prc.gov

(Docket R2013
-
1)



PCC & Various USPS & Industry Webinars



Resources Available

20

© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.









Sushrut Parikh

Sr. Business Manager

Postal Compliance & Strategy

AT&T Mailing Solutions

AT&T Services, Inc.


Office: 972.705.7945

Email: sp8729@att.com

Questions?

21