Exciting Updates to the 2025 USPS Postal Promotions

We now have the official release of some of the guidebooks for the 2025 promotions and are here to share the latest updates. These incentives are designed to help businesses innovate and save on postage costs while enhancing the value of their mail campaigns. Here’s a detailed look at what’s new and noteworthy for the upcoming year.

Overview of the 2025 Promotions

The USPS has announced several key promotions for 2025, aimed at encouraging mailers to explore new technologies and creative approaches. Here are the primary promotions you should be aware of:

Integrated Technology Promotion

• Discount: 3%
• Registration Period: November 20, 2024 – December 31, 2025
• Active Period: Any six consecutive months in 2025 (same as 2024)
• Eligible Mail Classes: First-Class Mail letters, cards, and flats; USPS Marketing Mail letters and flats
• Details: This promotion, previously known as the Emerging and Advanced Technology Promotion, offers a flexible schedule and encourages the use of personalized QR codes and other advanced technologies.
• Important Note: 2025 will be the last year for the Mobile Shopping component, which involves using QR codes to direct recipients to mobile-optimized shopping experiences. This component will not be available in 2026. Mailers can choose any consecutive six months during the year to participate.

Challenges in Enrollment:

Mailers must provide their own CRID list, meaning we must confirm current CRID usage in mailings with mail-entry partners.
Common mistakes include missing directional copy (e.g., “Scan this code to donate!”) and incorrect placement of QR codes (cannot be on reply devices) or reference contests, sweepstakes, or surveys).

One potential challenge is that multiple companies (mailshops and comminglers) all need to be aligned to ensure the correct CCR codes and CRID’s are used for the mailing. Your production partner should be keeping an eye on this on your behalf.

(NEW Eligible Technique!) A.I.:

Incorporate AI elements such as personalized copy or images to enhance engagement.

Tactile, Sensory, and Interactive Mailpiece Engagement

• Discount: 4%
• Registration Period: December 15, 2024 – July 31, 2025
• Active Period: February 1, 2025 – July 31, 2025
• Details: This promotion focuses on enhancing the physical experience of mailpieces through tactile, sensory, and interactive elements. Specialty inks (photochromatic, thermochromatic, etc.) and unique paper textures (embossing, scented, etc.) are encouraged. Interactive elements like infinite folds and trailing edge die-cut envelopes are also eligible.
• Important Note: Gloss paper stock is not eligible for this promotion in 2025. Other ineligible items include simple folds, address labels, snap packs, tear stubs, linen embossed stock, and greeting cards.

Reply Mail IMbA

• Discount: 3% for Static IMB, 6% for Serialized IMB
• Registration Period: May 1, 2025 – December 2025
• Active Period: July – December 2025
• Details: This promotion encourages the use of the USPS automated accounting program known as IMbA. Only Business Reply mailpieces with an approved QBRM permit enrolled in the IMbA program are eligible. The permit must be active and paid up through EPS. As an added bonus, all annual and quarterly fees are dropped after IMbA approval!

Process:

• Set up a new QBRM permit with form 6805, link to EPS, and pay the fee.
• Send QBRM samples of BRE to the MDA for approval.
• Request enrollment in IMbA and enter the parallel period.
• See your Production Solutions contact for help in this process!

QBRM (and IMbA) Requirements:

• Only one size envelope allowed per permit.
• One address zip+4 per permit.

First-Class Mail Advertising

• Discount: 3%
• Registration Period: July 2025
• Active Period: September – December 2025
• Details: This promotion incentivizes First-Class Mail with advertising content, such as discount offers, limited time offers, new product introductions, and event invitations. Marketing Mail/Non-Profit Mail is not eligible.

Continuous Contact

• Discount: 3%
• Details: The official guidebook for this promotion is still pending release. The general idea is to maintain consistent engagement with recipients through regular mailings.
  One of the most significant changes for 2025 is the introduction of two new add-on programs that provide an additional 1% discount when paired with four of the five primary promotions (IMbA does not allow Add-Ons). Additionally, all per-piece discounts will now be applied before calculating promotional discounts, offering more straightforward savings for mailers.

Add-On Promotions

• Informed Delivery
  • Discount: Additional 1%
  • Details: Add a campaign to your mailpiece for an extra discount.
• Sustainability
  • Discount: Additional 1%
  • Details: Print a component on FSC or SFI paper. Recycled or recyclable paper and soy ink are not eligible.

Important Note: Add-Ons can only be added to a MAIN promotion, not to another Add-On. You can choose to add one, both, or neither Add-Ons to a MAIN promotion.

How to Take Advantage of These Promotions

To maximize your savings and enhance your mail campaigns, consider the following tips:

• Plan Ahead: Register early for the promotions that best fit your mailing strategy.
• Innovate: Experiment with new technologies and interactive elements to make your mailpieces stand out.
• Stay Informed: Keep an eye on USPS updates and guidebooks for detailed information on each promotion.

2025 Growth Incentive

The highly successful Growth Incentive from 2024 is continuing in 2025! This incentive is mainly different from the promotions in that it provides a 30% postage CREDIT to mailers who qualify. To do so, a mailer must mail OVER 1 MILLION pieces in 2025, AND gain volume over their 2024 baseline period. This applies to both First Class and Marketing Mail (Non-Profit) classes of mail, which cannot be combined to take part. Enrollment will begin in November 2024, so start planning now!

By leveraging these promotions and incentives, you can not only reduce your postage costs but also create more engaging and effective mail campaigns. Stay tuned for more insights and detailed breakdowns of each promotion in the coming months, especially for Continuous Contact!