As a marketer, you are a multi-tasking, project management master. From managing your CRM to crafting captivating content, delving into the realms of digital advertising and conquering the ever-evolving art of SEO, you do it all. But there comes a point when the light breeze of work becomes a tornado of tasks, and it’s at that point when you realize that you are no longer managing these projects…these projects are managing you.
If you are still reading, I want you to stop right here. Look me in the eyes (pretend they are there) right now and say to yourself, “I can’t be an expert in everything.” It’s a lot to admit. We get it. But that’s where your new best friend, Digital Lizard, can help. We have the in-house, trusted experts…nay, masters…who specialize in non-core marketing activities that can make all the difference for your business. Ever heard of postal optimization? It's like the magic touch that ensures your mailed marketing materials reach the right people at the right time, maximizing your chances of success…and saving you a boatload of money.
Postal optimization in a nutshell is a variety of tactics and processes that ultimately enhances the marketing mail you send out into the world while simultaneously reducing the cost of postage. Yes, the ultimate end game is to save you money. However, if you’ve ever looked at the USPS’ webpage about its mailing promotions and incentives program, we totally understand how you might feel overwhelmed.
While it’s great that the USPS provides this program so brands can save money or offset postage increases, like the one happening July 2023, there is a lot of information, specifications, qualifications, and deadlines to research to figure out exactly which promotion or incentive may be right for you. So, if you’ve never heard of the USPS Promotions and Incentives Programs before, you’re reading the right article! Here are a few things to keep top of mind.
Check Out the Promotions Calendar
On the USPS Promotions and Incentives Programs webpage, there’s a calendar that visually breaks down…
- The number of promotions and their descriptions,
- The registration and promotion periods, and
- If it applies to Marketing Mail and First-Class Mail Products versus First-Class Mail Service.
This schedule can help you determine right away if any USPS promotion or incentive will align with the timing of your marketing campaign.
Bonus tip: Retargeting is new to the USPS Postal Promotions list this year…and that happens to be one of our specialties!
Do the Math Now
As you’re looking over the promotions calendar, pay particular attention to the discount percentage and work with your preferred partner in determining whether “the juice is worth the squeeze.” In your calculations, don’t forget to include or pad for other incremental costs such as…
- If you need to make changes to your creative with your design agency,
- If the promotion you selected may require you to make a change to the paper or finish of your direct mail that may be more costly than what you’re currently using or planning, and
- If you intend to have a vendor partner manage this process on your behalf.
Spend the time in doing the math now and truly decide if the USPS promotional discount is worth your effort. If you answered yes, preferably with an enthusiastic fist pump, high-five or victory dance, then my friend, it's time to buckle up and read on.
Browse the New Promotions
USPS likes to change things up year to year, so it is always worthwhile to spend a minute browsing the new promotions section, which happens to be located directly below the promotional calendar. *pause for visual*
This area focuses on not only completely new promotions, but also changes to existing ones. It could highlight discount increases, changes in timeframes and updates to eligibility. In 2023, of the six items listed in this section, only two are new while the other four are updates to existing promotions. So, if you’ve perused what’s new and your interest is still peaked, then let’s move onto your marketing creative.
Align Your Creative with the Criteria
This is perhaps the most challenging step in determining your participation in a USPS promotion. Everyone’s art and specs – essentially, marketing campaign needs – are going to be different. There’s no one size fits all…and between postcard size, formatting, foldouts, paper stock, coatings, variable data imaging, and the spectrum of printing techniques, there are so many options. So, to ensure your best chance at success in participating, we strongly recommend working with a trusted partner who is knowledgeable and experienced in navigating the USPS Promotions and Incentives Program to help you determine what works best.
So, my new friend, we hope this information helped put your mind at ease. If you were to remember only one thing from this entire article, let it be this: Heed our advice and work with that incredible partner that knows the USPS Promotions and Incentives Program like the back of their hand. Postal optimization is far from a core marketing activity, and with the experts at Digital Lizard by your side, you'll conquer the marketing realm and emerge as the triumphant hero of your industry! Too dramatic? Okay…how about…get ready to slay your marketing challenges and seize the crown of success! Still too much? Okay, well…just call Digital Lizard.
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