Observed Signal · Nov 8, 2023 · Policy Update · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
USPS Offers 30% Postage Credit to Boost Direct Mail Volume
The United States Postal Service (USPS) has announced 2024 Mail Growth Incentives, offering a 30% postage credit on incremental First-Class and Marketing Mail volumes compared to FY23 baselines. Registration opens via the Mailing Promotions Portal in mid-November 2023 and runs until June 30, 2024. Credits earned must be used by December 31, 2025. The program aims to position direct mail as a synergistic complement to digital marketing, aligning with consumer trends that show renewed interest among younger demographics. Industry experts from RRD highlight the importance of integrating mail with digital touchpoints such as QR codes and personalized URLs, while USPS emphasizes sustainability initiatives. The initiative could incentivize marketers to reconsider direct mail as part of multichannel strategies.
USPS introduces significant financial incentives for direct mail, potentially boosting a traditional channel amid digital dominance and impacting multichannel marketing strategies.
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Key Takeaways & Evidence Grounding
- USPS launches Mail Growth Incentives for 2024, offering 30% postage credits on incremental First-Class and Marketing Mail volumes.
- Registration runs via the Mailing Promotions Portal from mid-November 2023 to June 30, 2024.
- Postage credits must be used by December 31, 2025.
- An RRD survey found 63% of Gen Z and 62% of millennials are more excited about direct mail than a year ago.
- The program encourages combining direct mail with digital channels like retargeting, Informed Delivery, and QR codes.
Ontology Mapping & Concepts
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