ArticleMay 21, 2012

U.S. Postal Service Plans to Allow Logos in Permit Imprint Indicia

As the U.S. Postal Service revises its mailing standards, the direct mail marketing industry is enthusiastic over one proposed change that would allow commercial mailers to include logos, brand images, trademarks, or similar marketing images in the permit indicia area of the direct mail piece. In addition to increasing the visual impact of mailings, the Picture Permit Imprint Indicia feature would provide participating businesses with instant recognition of their brand logos, promotions, and offerings. DirectMarketingIQ.com reported on how this would affect the future of direct mail marketing.

According to research, businesses believe that picture permits would improve the recipient’s perception of the direct mail piece. “This prime real estate area will allow companies to brand, advertise and market their products and services on the actual mail piece,” said Gary Reblin, vice president, Domestic Products. “Picture Permit will provide our customers with advertising opportunities without impacting required indicia information on the mail piece.”

The U.S. Postal Service has filed this request with the Postal Regulatory Commission and is awaiting approval. If granted, this direct mail offering would be available around June 24, 2012 for commercial mailers of presorted First-Class Mail letters and cards, as well as for Standard Mail letters. The premium would be one cent per piece for First-Class Mail letters and cards, and two cents per piece for Standard Mail letters.

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