The Future of Direct Mail

The Future of Direct Mail

USPS Promotions for 2024: A Glimpse into the Future of Direct Mail

Every business decision maker has to watch their bottom line and it’s imperative each marketing investment provides ROI. There’s no debate that direct mail continues to deliver—and it’s an unmatched marketing option in terms of tangibility, personalization, and segmenting! As you plan for direct mail in the new year, we’re here to help you make the most of your investment. We have decades of experience producing and delivering qualifying direct mail campaigns; our direct mail marketing experts understand the specific requirements from USPS and we’re a trusted partner in making sure you meet the mark.

In this blog, we’re breaking down the USPS’s promotions for 2024. By taking advantage of their incentives (using qualifying products during qualifying dates), you’re able to deliver more for less!

 USPS 2024 Promotions Guide:

  1. Tactile, Sensory & Interactive Mailpiece Engagement Promotion: Explore a sensory experience by engaging recipients in unique ways. Innovative printing techniques such as special textures, scents, and interactive elements make the mailing more memorable and engaging for the recipient. For example, businesses might incorporate features like embossing, spot UV finishing, or customized integrated envelope designs to create a standout sensory experience. The goal is to make mailings more impactful and to incentivize businesses to explore creative and engaging approaches in their direct mail campaigns. As part of this promotion, businesses that meet the specified criteria can receive discounts on postage, making it a cost-effective strategy for those looking to enhance the impact of their mailings.
  • 5% postage discount.
  • Registration Period: December 15, 2023 – July 31, 2024.
  • Promotion Period: February 1 – July 31, 2024.
  • Eligible mail: First-Class, Marketing, Nonprofit mail.
  1. Personalized Color Transpromo Promotion: Elevate and enhance your marketing efforts within bill and statement mailings by incorporating personalized color elements. The promotion specifically highlights the use of color messaging, dynamic variable print, and personalization within bills and statements to engage customers and enhance their overall experience.
  • 3-4% postage discount.
  • Businesses with a reply mechanism receive an additional 1% discount.
  • Registration Period: December 15, 2023 – July 31, 2024.
  • Promotion Period: February 1 – July 31, 2024.
  • Eligible mail: First-Class presort and automation letters.
  1. Cooper Reply Mail: Intelligent Mail Barcode (IMbA) are advanced barcodes that provide improved tracking and visibility throughout the mail delivery process. Qualified Business Reply Mail (QBRM) refers to a specific type of business reply mail service that allows businesses to receive responses from customers with preprinted, prebarcoded reply envelopes.
  • Postage discounts range from 3% for static IMbA to 6% for serialized IMbA.
  • Registration Period: May 15 – December 31, 2024.
  • Promotion Period: July 1 – December 31, 2024.
  • Eligible mail: First-Class, QBRM Letters & Cards, High Volume QBRM Letters & Cards.
  1. Retargeting Mail: This refers to a direct mail strategy where businesses send physical mail, often in the form of postcards, to individuals who have previously visited their website or interacted with their digital platforms but did not complete a desired action, such as making a purchase or filling out a form.
  • Up to 5% postage discount.
  • Registration Period: July 15 – November 30, 2024.
  • Promotion Period: September 1 – November 30, 2024.
  • Eligible mail: First-Class, Postcards.
  1. Emerging & Advanced Technology Promotion: Incentivizes the integration of advanced technologies into direct mail.
  • Discounts range from 3% for emerging technology, which includes mobile shopping, to 4% for enhanced emerging technology.
  • Custom start date, select any date during the 2024 calendar for your Promotion Period, must be 6 consecutive months.
  • Eligible mail: First-Class presort and automation; additional discounts for Courtesy Reply Mail or Business Reply Mail.
  1. Informed Delivery Promotion: With Informed Delivery, users are able to see a digital preview of their incoming print mail. It’s particularly useful for individuals who want to stay organized, track important packages, or have a general awareness of what to expect in their mailbox. It blends the physical and digital aspects of mail delivery, offering a modern and convenient solution for keeping track of mailings.
  • Discounts include 4% for mailers and 0.6% for eDoc submitters.
  • Registration Period: June 15 – December 31, 2024.
  • Promotion Period: August 1 – December 31, 2024.
  • Eligible mail: First-Class automation letters, postcards, and flats; Marketing Mail; Non-Profit mail.

As direct mail experts, we know how to deliver. Learn more here:

As you continue to plan your 2024 marketing spends, know that direct mail continues to be a powerful and relevant tool for businesses, especially when it’s part of an integrated marketing plan. Here are the top five reasons why it makes sense for businesses to use direct mail in the new year:

  • Tangible and Personalized Experience: In an increasingly digital world, physical mail stands out as a tangible and personal experience. Direct mail allows businesses to connect with their audience in a way that is tangible, memorable, and often more personal than digital communications.
  • Targeted and Segmented Marketing: Direct mail enables businesses to target specific demographics, ensuring that their message reaches the most relevant audience. With advanced data analytics and segmentation strategies, businesses can personalize their direct mail campaigns, delivering tailored content to different customer segments.
  • High Impact and Brand Recognition: A well-designed and visually appealing direct mail piece has the potential to make a lasting impression. Unlike digital ads that can be easily scrolled past or ignored, direct mail engages the recipient’s senses, contributing to increased brand recognition.
  • Integration with Digital Marketing: Direct mail can be seamlessly integrated into a comprehensive marketing strategy that includes digital channels. By combining direct mail with online elements such as personalized URLs (PURLs) or QR codes, businesses can create multi-channel campaigns that enhance the overall customer experience and engagement.
  • Measurable and Trackable Results: Modern direct mail campaigns are not just about sending materials blindly. Businesses can leverage data and analytics to measure the success of their campaigns. Response rates, conversion rates, and other key metrics can be tracked, allowing businesses to refine their strategies for maximum effectiveness.

When it comes to direct mail, leveraging the right promotions at the right time can catapult your campaigns to a new level of engagement and innovation. However, to fully capitalize on these incentives, it’s important to partner with a trusted print service provider like Think Patented. We not only have the expertise to make your creative visions a reality, we also understand the intricacies of USPS requirements, ensuring your mailings meet the criteria for these valuable promotions.


Still need help making sense of the 2024 USPS Direct Mail Promotions and Incentives? Our direct mail experts are here to help. Call us today at 937.353.2299