Tweet Are you looking to save some money on your bulk mail postage? Then here’s some breaking news that can help. Last Summer, the USPS experimented with a no-strings-attached discount for bulk mail that contained a QR Code. This first-of-its-kind program was embraced by mail marketers so the USPS decided to launch a similar program this Summer. What’s changed since last year’s offer? The discount was expanded to include other types of 2D barcodes besides QR Codes. What exactly is a 2D Barcode? The most common example of a 2D barcode is a QR Code which stands for “Quick Response” Code. If you’re not familiar with QR Codes, take a peek at my recent post, How to beam customers directly to your website . Probably the second most common 2D Barcode is the Microsoft Tag. I’m a much bigger fan of QR Codes, however, because they are not tied to a specific brand or company; QR Codes are truly independent . This independence makes them more widely adopted. Here’s a short post from my friends at the Social Media Examiner that examines the use of both QR Codes and Microsoft Tags in marketing. How do I know if my 2D barcode qualifies? There are many different types of 2D barcodes, but really to qualify, the barcode (when scanned) must be able to deliver a smart phone-user to a website, video or some piece of online content. Read on, however for more specific requirements . When is the discount available? The discount is only available for bulk mail that is mailed during the months of July and August, 2012 . What else is required to qualify for the discount?  Postal guidelines stipulate that once the code is scanned, it must deliver the user to a personalized webpage or a mobile-optimized e-commerce website. In addition, you must include simple instructions explaining how users should interact with the 2D barcode. If you’re wondering what the heck a “personalized webpage” is, then you’ll want to take a look at my post Use PURLs (Personalized URLs) to Improve the Response of your next Direct Mail Campaign . PURL campaigns are fantastic on a number of fronts, however, adding PURLS typically increases the cost of a mail marketing campaign. While the increased investment is almost always justified by an improved response rate, my concern is that it may simply make this discount program too complex or perhaps too expensive for small business mail marketers. If you choose not to create a personalized landing page then you can qualify by sending prospects to an e-commerce site. I’m sure this is well-intended by the USPS, but some of the largest bulk mailers, as well as many small businesses, are not engaged in e-commerce . For example, the auto industry is one of the largest bulk mailers by industry, but they are not engaged in e-commerce. When is the last time you paid for your car online? Will automotive dealers need to sell accessories on their landing pages to qualify? How is enforcement by the USPS going to work? Here’s a question that I don’t have an answer for, and I don’t anticipate anyone

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Marketers Take Note: USPS Repeats Summer Barcode Discount, But With Restrictions