Add intrigue and save with the Tactile, Sensory & Interactive Promotion from the USPS®, Part One
It’s increasingly difficult to rely on a strong design alone to stand apart from the direct mail crowd. That’s why more marketers are turning to involvement devices to tap into their audience’s different senses and curiosities.
In addition to helping your campaign get noticed, some interactive envelopes can even earn mailing discounts as part of the United States Postal Service’s (USPS) 2024 Tactile, Sensory & Interactive Promotion.
What is an involvement device or interactive envelope?
In direct mail, involvement devices encourage the recipient to take an active role in the advertising process. By inviting people to peel, stick, pull, feel, reveal, etc., marketers put recipients in control of the experience, which can have a positive impact — both on their enjoyment and your bottom line.
Why should I add an interactive element?
One marketing consultant suggested that involvement devices can as much as quintuple the time someone spends with a mailpiece. Often, the more time spent engaging with a mailpiece, the more memorable it is, and the more likely a transaction will unfold.
Many marketers take advantage of their captive audience by including a call-to-action or deadline on their interactive piece to add a sense of urgency and encourage their readers to act on exclusive deals.
Interactive Tension products to elevate your next campaign
Tension manufactures a variety of interactive mailpieces that may qualify for the 024 Tactile, Sensory & Interactive Promotion, if approved by the USPS:
- Hot Note: Hot Note® envelopes deliver instant intrigue with peel-away adhesives. And they have sticking power. Include a save-the-date or helpful information that will make recipients want to display the note, so you stay front of mind.
- Peel and Reveal: Tension’s Peel and Reveal mailpieces offer a cool interactive feature for your recipients and a fun element of surprise.
- Rip-Ope and Zip-Strip*: When it comes to involvement, Rip-Ope is a powerful performer. Place a Rip-Ope tear strip on the front, back or side of your envelope to hook recipients instantly.
- Trailing Edge: These edgy pieces deliver standout results. The unique design of the Trailing Edge envelope — with an extended rectangle, circle or other shape along the edge — garners immediate attention.
* Perforated open strips cannot be applied to the border
The only thing better than a successful mailpiece is one that delivers savings too. We encourage you to see how you can take advantage of the USPS® 2024 Tactile, Sensory & Interactive Promotion to receive a 5% discount and help meet your goals.
From specialty inks to sensory treatments to interactive elements, the sky’s the limit when it comes to creativity. Tension’s Trailing Edge envelopes, embossed envelopes and envelopes with special coatings may qualify for the USPS Tactile, Sensory & Interactive Promotion. Qualifying special coatings include soft to the touch and grit coatings. All mailpieces submitted for the TSI promotion are subject to approval by the USPS.
There are a few important parameters to keep in mind, including:
- You must register to participate in the promotion and submit your mailpiece to USPS for approval
- The registration period runs from December 15, 2023 – February 1, 2024
- The promotion period runs from February 1 – July 31, 2024
- Your mailpiece can incorporate one or more treatments (specialty ink, sensory treatment, interactive element) on the outside of the envelope, on the actual mailpiece or both
You will find complete lists of eligible and ineligible mailpieces and treatments on the USPS website. In part two of our TSI Promotion series, we review specialty inks and finishes that qualify for this promotion. With so many options, let the Tension Design Group help you create the perfect mailpiece to connect with your audience. Contact us today to get started. .
A global leader in envelope, printed product, packaging and packaging automation solutions, the Tension Corporation is a privately held and operated company based in Kansas City, Missouri. Tension manufactures billions of envelopes annually and its envelope and print division serves a variety of industries, including third-party billing, financial, insurance and direct marketing. The packaging and automation division of Tension provides software, consumables, automation, and service and support for fulfillment to the e-commerce and pharmacy industries.