USPS Offers Mailing Incentives for Mobile Barcodes
The United States Postal Service® (USPS®) announced a new market test, planned as a limited time mailing incentive program, for mailers who include mobile barcodes in or on certain mailpieces. The USPS has filed with the Postal Regulatory Commission (PRC) for approval to offer this special incentive. The targeted dates for this incentive are July 1, 2011 to August 31, 2011.
What are Mobile Barcodes?
Mobile barcodes are popping up everywhere these days, and are also referred to as QR codes (Quick Response codes). These are two-dimensional matrix
barcodes that are readable by dedicated QR scanners and camera phones equipped with QR applications. First used to track parts in the automotive industry, these codes are now used for many applications. The
barcodes can be encoded with text, URL's, or other data. The diagram below illustrates how the
barcodes are structured.
These codes have recently become popular in such applications as billboard ads, in-store displays, event ticketing and tracking, trade shows and conferences, print ads, websites, business cards, direct mail campaigns, email marketing, couponing and many more.
What is the USPS Incentive for Mailers?
The
USPS plans to offer an
incentive of a 3% postage discount on First-Class Mail presort and Standard Mail commercial letters and flats that contain a
mobile barcode either inside or outside the mailpiece. The
mobile barcode must be two-dimensional and readable by
mobile smart phones. The
barcode must be intended to "initiate interaction with consumers via
mobile smart phones to market, promote or educate." The
incentive may be combined with the Intelligent Mail Full Service discount, but may not be combined with any other
incentive. The
mobile barcode incentive is not available on nonprofit Standard mailpieces. All pieces in a
mailing must contain the
mobile barcode in order to be eligible for the
incentive.
Comments
The
USPS filed the
incentive request with the PRC on April 12, and the notice was published in the
April 20 Federal Register.
Mailers have until May 2, 2011 to comment on the filing, which is Docket R2011-5. Among comments expected to be received are those from Periodicals rate
mailers, who will likely be asking why their mail class has been left out of this special
incentive offering.
Don't miss out on our educational mailing webinars!
Log on to our webinar registration site to sign up.