U.S. Postal Service goes mobile

Postal Service launches barcode promotion to attract growing mobile audience.

Sixty-nine percent of retail executives said mobile is an important strategic initiative, according to the National Retail Federation. That’s good because 74 million consumers already shop from mobile devices.

Not to be left behind, the U.S. Postal Service has launched its own mobile initiative.

“Consumers have become more comfortable with digital devices and online technologies, and the industry should consider incorporating elements that reflect these trends into direct mail campaigns,” Tim Foti, U.S. Postal Service manager for marketing mail, told the PostalReporter News.

To encourage companies to consider incorporating a mobile initiative into their direct mail campaigns the Postal Service is having a sale through Aug. 31 on all mail pieces that include a two-dimensional barcode.

With 75 percent of mobile users saying mobile search makes their lives easier, the Postal Service feels it is important to show that direct marketing can be an essential part of a mobile campaign.

“This promotion is another step in our long-term strategy to ensure mail remains relevant as a key element in the overall advertising mix for an increasingly interactive marketplace,” Foti told Post & Parcel.

The mobile barcode promotion offers a 3 percent discount for mailers featuring a mobile barcode, such as a Quick Response (QR) code. The barcode must be relevant to the contents of the mail piece to qualify.

Learn more about the promotion here.

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