Millennials Heart Direct Mail

Feel the Love with the USPS® Direct Mail Starter Promotion
By Erin Moloney

Direct mail works, especially when it comes to the gargantuan 92 million millennial market1. Why? Millennials love direct mail —they’re more likely to read a piece of direct mail than any other age group2! And more than 84% of millennials prefer to respond to direct mail by visiting the company's website3. The USPS®, well-versed in consumer trends, has updated its incentive programs for 2017 with the Direct Mail Starter Promotion.

This promotion was created for small to medium-sized business that haven’t participated in a prior promotion. And, as part of program requirements, all qualifying mail must contain a mobile barcode or other equivalent print/mobile technology such as a QR code (e.g. on the front of your #10 direct mail envelope) that leads to a mobile-optimized website.

The 1-2 Combo Love Punch

What does this mean for you as a marketer? If your campaign includes a provocative digital component to integrate your messaging, the Direct Mail Starter Promotion is a terrific way to reach and engage your direct mail-loving millennial customer base (with savings to boot)!

Direct Mail Starter Promotion DetailsUSPS 2017 Direct Mail Starter Promotion dates

We’re highlighting a few of the promotional details here. As always, check full program requirements before beginning design - the USPS gives all final approvals.

  • Like other USPS Promotions, this one requires you to register. Open enrollment runs now through July 31, 2017.
  • Your mailing must meet certain specifications to qualify for a 5% USPS discount*.
  • Eligible mail includes: USPS Marketing Mail letters and flats and Nonprofit USPS Marketing Mail™ letters and flats.
  • No more than 10,000 pieces per mailer may receive the discount during the promotional period.

Jump on the direct mail band wagon. Register today for the USPS 2017 Direct Mail Starter Promotion for your next campaign. We predict you’ll heart the results.


1 – Goldman Sachs. “Millennials Coming of Age.” 2017.

2 – InfoTrends. “Direct Mail: Integral to the Marketing Mix.” 2016.

3 – Quad Graphics. Millennials: An Emerging Consumer Powerhouse. 2015.

*All approvals must come from the USPS®. The information presented here is for illustrative purposes only.


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