In the direct mail world, you can always count on the United States Postal Service (USPS) to keep you on your toes!
For the first time in years, the USPS had no price increase this January for market-dominant products (products consumers generally use the USPS for), including First-Class Mail and USPS Marketing Mail.
Over the past several years, postal customers have been hit with two increases per year — one in January and one in July. This year, only the July increase will occur. Although not final yet, from what we’ve learned, the increase could be as high as 11.6%.
To get ahead of this summer’s price increase, take advantage of the USPS’ 2025 promotions now!
Save big in 2025
Every year, the USPS announces savings opportunities alongside their price increases. Designed to encourage marketers to use technology with innovative print techniques and produce new creative, the USPS’ promotions are always a hot topic in the direct mail world.
The biggest change for 2025’s promotion and incentives program is the addition of add-ons. Not only can you receive a discount through a regular promotion, but you can also save an extra 1% or 2% by pairing your promotion with one or two of the add-ons offered in 2025.
Some of the programs available in 2025 are similar to those offered in prior years, but there are also some new programs for 2025. For example, Artificial Intelligence (AI) is now part of the Integrated Technology Promotion. Businesses can use AI tools, such as ChatGPT, Microsoft Copilot, and Adobe Firefly to generate unique copy and/or images to craft a message that resonates with customers — for a 3% discount on qualifying mail.
The Continuous Contact Promotion is also new. To get a 3% discount on qualifying mail, businesses need to send follow-up mailings to the same USPS address. After the initial mailing, each subsequent mailing should “continue a targeted conversation” and complement, but not duplicate, the first mailing.
Add on for more savings
The biggest change for 2025’s promotion and incentives program is the addition of add-ons. Not only can you receive a discount through a regular promotion like the Integrated Technology Promotion, but you can also save an extra 1% or 2% by pairing your promotion with one or two of the add-ons offered in 2025. Informed Delivery is something that most direct marketers already know about. That’s the free service from USPS that lets consumers preview incoming mail and packages through digital images in advance of mail delivery.
Informed Delivery is an add-on. A lot of marketers have done this in previous years and are familiar with the requirements. However, it’s important to note that Informed Delivery is now available all year — but only as an add-on, which means it has to run with a promotion.
The other add-on is Sustainability. Print at least one component of your mail piece on qualifying Forest Stewardship Council (FSC) or Sustainable Forestry Initiative (SFI) paper, and you’ll qualify for the 1% discount. This add-on also has to run with a promotion.
Check out the USPS site for a full list of promotions.
Depending on which promotion suits your needs, you can receive up to a 6% postage discount by using a promotion and both add-ons. A win-win for all!
Work with an agency that “speaks USPS”
Don’t miss out on these great offers.
Reach out to DMW to get expert help with everything from building a strategic marketing plan to developing effective and innovative direct mail campaigns. As a full-service marketing agency, we’ll navigate the USPS’ 2025 promotions to ensure you’re getting the best possible value from each marketing dollar. We “speak USPS”!