USPS Banks on QR Codes in Summer Sale

For this year’s summer postage sale, the U.S. Postal Service has jumped on the quick response (QR) code bandwagon.

QR codes are two-dimensional barcodes that enable smartphone users to tap into mailers’ Web sites and get instantaneous information about, and offers from, that company.

During July and August, the USPS will offer 3% postage discounts on standard and first class letters, flats or cards containing the proper barcodes.

This promotion might indeed be something that could give a shot in the arm to mail which has been generally declining for quite some time.

While standard mail volume actually increased to 4.23 billion pieces during the second quarter ended March 31, that increase was less than 1% compared to 4.19 billion pieces during the same period last year. And first class volume fell to 8 billion pieces from 8.6 billion over the same period.

Indeed, electronic enhancements like QR codes and personalized URLs are making direct mail an effective traffic driver for Web sites and mobile platforms.

“This promotion is another step in our long-term strategy to ensure mail remains relevant as a key element in the overall advertising mix for an increasingly interactive marketplace,” said Tom Foti, manager, marketing mail, in a statement.

In the past two years, the USPS has had some moderate success with its summer sales.

In 2009, for example, the summer discount program generated about 1 billion mail pieces, which yielded $24 million in net revenue.

Let’s just hope this sale yields similar results.