Mailers love the savings they receive on innovative mail pieces through the Postal Service's yearly schedule of promotions, but they've long had two gripes about the program: Set-up costs are price prohibitive for smaller businesses, and the promos are announced too late to allow larger enterprises to ramp up for them.
In planning the 2017 promo calendar, the Postal Service responded to both complaints.
It filed with the PRC for market-dominant price adjustments for next year's promotions at its earliest juncture ever, May 16.
For most companies, the budget process for the following year begins in the summer, so to have the information now is helpful, says direct mail consultant Mark Fallon.
The Starter promo proposed for 2017—which requires a link such as a QR code to a mobile-optimized site—ups the ante for low-budget mailers.
Promos being repeated on the 2017 calendar are Emerging and Advanced Technology; Mobile Shopping; Tactile, Sensory & Interactive Engagement; Earned Value Reply Mail; and Personalized Color Transpromo.