New qualifications from the USPS
After SPC’s September ’26 Ask Randy session, the USPS has released additional details and explanations about the new promotions in 2027. As a reminder, there are two new promotions: Direct Mail Discovery and Impact Message, as well as the two tiers of the Tactile, Sensory, & Interactive promotion.
Tactile, Sensory, & Interactive Promotion
Jan 1 – Jun 30 / First-Class Mail and Marketing Mail
In 2027, there are two levels of discounts available in this promotion. The basic tier offers a 3% postage discount and the advanced tier offers a 5% discount for more distinctive experiences. The purpose of this promotion is to enhance engagement by incorporating innovative techniques that stimulate the senses and create a lasting impression.
The key requirement is that the treatment must be visible or clearly distinguishable to the recipient.
Basic: 3% Discount
Sensory Treatments:
- Spot Gloss/Matte/Dull Varnish (Non-UV)
- Flood Gloss/Matte/Dull Varnish (Non-UV)
Interactive Elements:
- Perforated Cards
- Holographic Stickers
Advanced: 5% Discount
Specialty Inks:
- Conductive Inks
- Thermochromics
- Photochromics
- Metallic & Optically Variable Inks
- Pressure Sensitive Ink
Sensory Treatments
- Soft Touch Coating
- All Distinguishable Embossing
- Unique Textures (Leather, Grit, etc.)
- Scent Applications
- Holographic/Lenticular Treatments
- Sound (embedded speakers)
- Spot UV Coatings
- Flood UV Coatings
- Photochromics (change with UV light exposure)
Interactive Elements
- Clean Release Card (Glued/Affixed)
- TED-C (Trailing Edge Die-cut)3-D Mailers
- Physical Pop-Ups
- Peel and Reveal/Scratch-Offs
- Pull Open Zip Strips
Impact Messaging – 5% Discount
May 1 – Sept 30 / First-Class Mail and Marketing Mail
This promotion may apply when a campaign encourages recipients to respond through the mail, promotes USPS-This promotion may apply when a campaign encourages recipients to respond through the mail, promotes USPS-related offerings, or communicates the business value of mail.
Here are some examples provided by the USPS:
- Encouraging Mail Creation
- “Mail your survey response in to receive a promotional offer”
- “Utilize the attached BRM/CRM to respond to our offer”
- “Send in your check by mail to this address to make a payment”
- “Sign up to receive your bills in the mail for your records”
- Promoting Mail Services
- “Purchase additional tracking and insurance to have peace of mind when you mail or ship”
- “Sign up for Informed Delivery to see what will be in your mailbox”
- “Sending something important? Confirm receipt by requesting signature services”
- Highlighting the Value of Mail
- “Reach out to us today to find out more about how mail can help grow your business”
- “Mail has helped many businesses achieve their goals, consider using mail in your marketing campaigns today”
- Testimonial: “After executing a direct mail campaign, our businesses’ sales increased by 5%. Learn more about how we can help you achieve the same results”
Message Placement
Eligible:
- Front or back of envelope
- On contents within mailpiece
- No specific font required. However, message must be clearly visible and not hidden.
Not Eligible:
- On loose inserts
- Printed only on reply mechanism
- Within fine print
- On indicia
Direct Mail Discovery – 40% Discount
Apr 1 – Sept 30 / Marketing Mail
This new promotion offers a substantial 40% postage discount. Is intended for organizations that are new to direct mail or have not used the channel for 2 years or more.
- Discount: 40% off postage for the payer and 5% for the eDoc submitter.
- Eligible Mail: USPS Marketing Mail letters and flats only.
- Volume Limits: Discount on a maximum of 5k pieces per mailing. Claim the discount on up to 100k pieces during the promo period.
Who Can Use It?
- New businesses introducing services to local areas.
- B2B companies testing outreach letters.
- Nonprofits returning to the mail channel after two or more years for donor growth.
The USPS hasn’t clarified what this means for franchises.
Integrated Technology: 5% Discount
Customizable 6-month consecutive window / First-Class Mail and Marketing Mail
Eligible tech:
- Augmented Reality
- Mixed Reality
- Virtual Reality
- Mobile Shopping
- Integration with Voice Assistant
- Video in Print
- Near Field Communication
- Artificial Intelligence
For many marketers, the most practical application will be a QR code that takes recipients to an online shopping, donation, information, or response experience.
SPC is available to assist in creating AI-generated images and messaging. Additionally, we can file on your behalf, or you may choose to do so independently. All submissions must be entered through the Mailing Promotions Portal. If you’re new to the process, get instructions at: postalpro.usps.com/promotions/portal.
Reach out to your SPC Sales Rep to request a meeting to see live examples and tips from SPC’s Executive Creative Director.
Promotion Add-Ons
Additional 1% Discount
Informed Delivery and Sustainability will continue to be stackable add-ons throughout all of 2027. Layer the add-ons to another promotion and increase your total discount!
Mail Growth Incentive
Jan – Dec 2027
This will continue until 2027. Key dates will be announced soon by USPS.
Final Thoughts
SPC is ready to collaborate with you on a Promotion Calendar plan that will help you achieve USPS savings throughout the entire year. Our primary recommendation is to use the Tactile, Sensory, and Interactive Promotion from January 1 to July 30. Following that, we suggest implementing the Integrated Tech Promotion for a consecutive six-month period to cover the rest of the year.
For additional questions regarding the new USPS incentive, please reach out to your SPC Sales Rep. Have a suggestion for our next Ask Randy Live Session? Send Ask Randy your idea!
