Print is one of the most versatile tools at a marketer’s disposal; it’s tactile, it’s customizable and it takes nearly any form your budget will allow. Now, when it comes to print, budget is a critical consideration. Your paper choice can be the costliest item in the process, so the right selection strikes the balance between affordable and impactful. That’s what makes direct mail such an attractive marketing tool—it’s a hyper-effective medium that delivers to your audience’s doorstep—and USPS is making sure it’s available at a discount.

Shake it Up; Ad Fatigue is Real

To put it simply, people are tired of digital advertisements. They are a constant—whether you’re scrolling through social media, watching television, or checking your email, you are bound to encounter unwelcome ads.

In a study completed by Optimove, 39% of people polled reported that not only do they wish they received fewer digital messages, but that oftentimes the ads they get are irritating. When you account for those who feel bombarded, if not irritated, that number balloons to roughly 70% of consumers.

What’s most interesting are consumer attitudes around direct mail. In stark contrast to their feelings towards most marketing messages, only 28% are tired of direct mail marketing—in fact, 10% of those polled would welcome more mail content.

Data shows that direct mail is an effective, under-utilized option that allows talented marketers to adapt to an omni-channel strategy and now USPS is making sure that it can fit within your budget. Here’s how to take advantage:

How the USPS Promotions and Incentives Work

USPS currently makes the following promotions available throughout the year:

Tactile Sensory & Interactive (TSI) Mail Piece Engagement Program (Feb 1, 2024 – July 31, 2024)

The 2024 TSI Mailpiece Engagement Promotion encourages mailers to enhance customer engagement through innovations in paper and stock, substrates, inks, interactive elements, and finishing techniques. Registration begins December 15, 2023.

Eligible mail: First-Class Mail® letters, cards, and flats. USPS Marketing Mail™ letters and flats. Nonprofit USPS Marketing Mail™ letters and flats.

Personalized Color Transpromo (Feb 1, 2024 – July 31, 2024)

The 2024 Personalized Color Transpromo Guidebook provides you with all the details you need to know to successfully participate in this promotion. Registration begins December 15, 2023.

Eligible mail: First-Class Mail® presort and automation letters. Additional discount for Courtesy Reply Mail or Business Reply Mail® inclusion. (all reply pieces must include a valid IMbA)

Emerging & Advanced Technology (6 consecutive months once activated)

The 2024 Emerging and Advanced Technology (now including Mobile Shopping) Promotion encourages mailers to incorporate emerging technologies such as Enhanced Augmented Reality, Mixed Reality, Virtual Reality, NFC, Video in Print, and mail integration with voice assistants (basic and advanced) or mobile technologies that facilitate convenient, seamless online shopping experiences. This promotion is unique in that it can be activated at any point during 2024, giving users a 6-month window to maximize their discount.

Eligible mail: First-class Mail Letters, cards, and flats. USPS Marketing Mail letters and flats. Nonprofit USPS Marketing Mail letters and flats.

Reply Mail IMbA™ (July 1, 2024 – Dec 31, 2024)

The 2024 Reply Mail IMbA Promotion encourages QBRM and High Volume QBRM customers to adopt IMbA. Participants will need to enroll in IMbA and use either a static or serialized barcode. Registration begins May 15, 2024.

Eligible mail: First-Class Mail® QBRM Letters & Cards and High Volume QBRM Letters & Cards

Informed Delivery (Aug 1, 2024 – Dec 31, 2024)

The Informed Delivery® Promotion (ID Promotion) encourages mailers to use USPS’ Informed Delivery omni-channel feature. Registration begins June 15, 2024.

Eligible mail: First-Class Mail® automation letters, postcards, and flats USPS Marketing Mail automation letters and flats Nonprofit USPS Marketing Mail automation letters and flats.

Retargeting (Sept 1, 2024 – Nov 30, 2024)

The Retargeting Promotion incentivizes marketers to send out personalized postcards to recent website visitors who didn’t convert. Registration begins July 15, 2024.

Eligible mail: First-Class Mail® postcards

The USPS is doing its best to support any initiative that a marketer or mailer may have, and taking advantage of what they are offering is simple. Direct mail is standout, affordable and intentional, the only question left is, will you take advantage?

For additional information on how to qualify, the eligibility of mailpieces, the Mailing Promotions Portal and more, check the For more on the benefits of direct mail, visit our blog.