The September ’26 Ask Randy session clarified the 2027 USPS Promotions. The session focused specifically on two new promotions: Direct Mail Discovery and Impact Message, as well as the two tiers of the Tactile, Sensory, & Interactive promotion. During the session, Randy Weiler, Vice President of Postal Affairs, Logistics & Strategy, and Beckie O’Connor, Executive Creative Director, provided recommendations for SPC clients based on the most popular strategies they have observed for implementing these promotions.

The SPC team discussed the preliminary information currently available. Here is a recap of everything that was covered.

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-related offerings, or communicates the business value of mail.

Potential applications include:

• Encouraging your audience to mail back a BRM/CRM.
• Tracking insurance for fulfillment products.
• Encouraging the audience to reach out and discover how mail can help their business grow.

The SPC team believes this promotion is most likely to be used in the nonprofit sector, particularly when individuals donate by returning a Business Reply Mail (BRM) envelope. It could also be relevant in financial sectors where someone sends back an application for credit cards. Additionally, this promotion may be effective for subscription programs aiming to encourage members to renew.

USPS is expected to provide additional eligibility details before the promotion begins.

Discovery Mail Discover – 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: Up to 5,000 pieces per mailing; maximum of 100,000 total pieces per program year.

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.

AI can also be incorporated through:

1. Imagery
   1. Using an AI tool such as Adobe Firefly, Gemini, ChatGPT, Microsoft Copilot, etc to generate imagery.
   1. Keep in mind the quality of the generated images isn’t always print-ready, so make sure your design team takes the steps needed to prepare their images for print.
2. Messaging
   1. Using AI tools to produce a call to action or directional copy.
   1. Supporting text (minimum one complete sentence).
3. Mail piece Design/Formatting
   1. This can include rearranging placement of headlines, body text, images, etc.
   1. The AI-generated design/formatting must be clearly present on the mailpiece.
4. Launch an AI Chatbox
   1. Mailpiece must direct recipient to scan a technology trigger, such as a QR code, to interact with an AI-powered chatbot for a clear outcome (e.g., getting additional information about a product available for sale)
   1. Technology trigger must be accompanied by directional copy (such as “Scan to launch our Chatbot”).

Marketers using AI will need to document how it was used. Depending on the application, USPS may require the original prompt and output, a description of the AI tool, or screenshots of the chatbot 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. Be on the lookout for SPC’s upcoming blog.

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.

We anticipate the USPS announcing additional information that will clarify the details of the new promotions.

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!