Intelligent Mail® barcode (IMb)
March 2012 news update:
The United States Postal Service (USPS) made the following two major announcements :
- The USPS plans to retire the POSTNET barcode by January 2013
- The USPS will be repeating the Mobile Barcode Incentive this summer, which requires use of mobile barcodes on mail pieces. Through this popular postal incentive used in 2011, the USPS hopes to increase mail volumes again this coming summer.
POSTNET Barcode to Retire
Effective January 2013:
Mailers will no longer be able to use the POSTNET barcode to claim automation discounts. To claim automation discounts on mail, mailers will need to use the Intelligent Mail barcode (at least at the Basic service level of Intelligent Mail.)
Effective January 2014:
Intelligent Mail Basic Service will be retired. The USPS will require Full Service level of Intelligent Mail in order to qualify for automation discounts.
New Mobile Barcode Incentive
Effective July 1, 2012 - August 31, 2012:
Mobile Barcode Incentive: 2% up-front discount off eligible postage.
The incentive will be available on Standard Mail and First-Class Mail letters, flats and cards that contain a mobile barcode or similar print technology that can be read and scanned by a mobile device. This incentive has yet to be approved by the Postal Regulatory Commission (PRC), but that approval is expected to come quickly based on the success of last year's similar incentive.
The technology must lead the recipient to:
- A web page that allows the recipient to purchase a product or service on a mobile device
- or a personalized URL, which is a web page that is unique to an individual recipient.
Mobile Barcode Incentive Requirements
May 1, 2012:
To be eligible for the incentive, mailers must register for participation on the Business Customer Gateway. Registration for participation will start in advance on May 1, 2012.
Other requirements for eligibility for the incentive:
- Submit mailings electronically via Mail.dat, Mail.xml or Postal Wizard.
- All mail pieces in a mailing statement must be eligible for the promotion.
- Discount must be claimed at the time of mailing; no rebates at a later date.
- Mail must be tendered for acceptance during the promotion period of July 1, 2012 through August 31, 2012.
- Qualified Plant Verified Drop Shipment
- (PVDS) mailings verified and paid for by August 31 will be accepted at destination entry postal facilities through September 15, 2012.
- All automation mail pieces must contain an Intelligent Mail barcode.
- Postage must be paid via permit imprint or pre cancelled stamp permit. The USPS is working on allowing meter mail to participate as well.
- OMAS and "Official Government Mail" mailings are not eligible.
- At the time of mail acceptance, a hard copy, unaddressed sample of the mailpiece must be submitted to the acceptance clerk. If multiple mailers are represented in the mailing, a sample of each mailer's mailpiece must be presented. If mobile personalization is used, at least two samples must be provided in order to demonstrate that the web addresses are unique. All samples must be retained by the mailer until October 31, 2012 and must be provided to the USPS upon request.
Mail Content Requirements
The mobile barcode must be a two-dimensional barcode or similar technology which takes a consumer to a mobile optimized web site that either enables mobile commerce or is personalized for the recipient. The mailpiece must also contain text near the barcode or image providing guidance to the consumer to scan the barcode or image.
For mobile commerce technology:
The destination web pages must contain information relevant to the content of the mailpiece, and some of all of the services and/or products advertised in the mailpiece must be available for purchase on a mobile device.
- The destination web pages must reside on a web site platform that contains or is deeply integrated with a checkout functionality so that consumers can complete the purchase of goods or services referenced in the mailpiece through a complete mobile optimized experience
- Web sites use for e-bill payment of prior purchases or regularly scheduled payments for goods and services are NOT eligible for the promotion.
For mobile personalization technology:
- For each mailpiece recipient, the web address is unique to the recipient, as is the content of the web page.
- Unique web page content is based on relevant customer data such as prior behavior, life stage, segmentation, and demographics.
