USPS to allow corporate logos as business mail indicia

The US Postal Service is to allow commercial mail customers to use their own corporate logos or other images in the permit indicia space on their mail from next month. USPS launched a new website today for commercial mailers to register to use their own images from 24th June.

The Picture Permit Imprint Indicia programme is open to commercial mailers using presorted First Class Mail letters and cards services or Standard Mail letters.

It will be charged at an extra one cent per piece premium on top of First Class Mail items, and two cents per piece on Standard Mail items.

The program is part of a USPS effort to add value to the physical mail, particularly for business customers, to help slow the decline in US mail volumes.

Gary Reblin, the vice president of domestic products at USPS, said the programme was developed following requests from dozens of large mail customers who were looking to increase their own brand awareness on mail.

“Permit indicia enhanced with logos, photos or other brand images increase the visual impact of the mailpiece as well as its open rate an value,” said Reblin.

“Due to the expected popularity of the programme, we are launching the website now and encouraging customers to get started. We want them to be ready to take advantage of this great marketing opportunity as soon as possible.”

Mailers can register with the programme at usps.com/picturepermit, through a four-step process that includes an application form and approval of requested images, which requires submission of 500 sample mailpieces.

According to USPS requirements, mailers can only use colour images with a business theme, and must be using the Full Service Intelligent Mail barcode.