by DPS Magazine
The March issue of DPS Magazine focuses on direct mail developments. With advancing technologies in digital print and finishing, print providers and mailers may consider taking advantage of promotions and incentive programs offered by the United States Postal Service (USPS).
According to the USPS, building upon the success of prior Promotions Calendars, the USPS 2026 Calendar Year Promotions encourage marketers, printers, and mailers to utilize new technology and print techniques that enhance the traditional benefits of a physical mailpiece. This in turn will drive engagement and higher response rates as well as increase the overall return on the mailer’s investment in mail. By encouraging the use of technologies integrated in mail, the Postal Service expects to increase the value of direct mail and retain the volumes of transactional mail, thereby ensuring long-term product growth.
Promotions for 2026:
2026 Integrated Technology
2026 Tactile, Sensory, & Interactive
Mailpiece Engagement
2026 Continuous Contact
2026 First-Class Mail Advertising
2026 Catalog Insights
Add-Ons for 2026 are Informed Delivery and Sustainability.
At what volumes do the postage discounts offset the cost of the technology? “This is one of the most common questions we get, and the answer isn’t one-size-fits-all. Postage discounts tied to USPS promotions can absolutely help offset technology costs, but only if the mailpiece is designed correctly and qualifies without issue,” suggests Brook Spaulding, BW Converting senior account manager, East Coast, W+D Brand.
What often tips the scale is performance. “If the integrated technology drives higher engagement or conversion rates, the economics can make sense at lower volumes than people expect,” says Spaulding.
Mailers who focus only on postage savings sometimes miss the bigger picture. “The real value comes from improved return on investment per piece, not just cents saved on postage,” adds Spaulding.
It is also essential to get it right. “The biggest mistake is designing a piece that technically qualifies but leaves no margin for error. When you’re right on the edge of USPS specifications, even small variations can cause problems,” comments Spaulding.
Another issue is waiting too long to think about compliance. “USPS requirements need to be considered at the design stage, not after production has already started,” attests Spaulding, adding that the mailers who are most successful are those who plan conservatively and test thoroughly,” says Sapulding.
The USPS Promotions encourage brands and mailers to test against their controls with the added incentive of a five percent postage discount. “Not surprisingly, a number of brands and mailers continue to use these formats even after the USPS promotion period expires, because the improved response rates make the mailings successful,” notes Spaulding.
Visit gateway.usps.com for more information on USPS’ Promotions and Incentive Programs for 2026.
Mar2026, DPS Magazine
