The sense of touch is an oft-overlooked element in marketing campaigns. Our brains are wired to respond to and record information through feel such as temperature, texture, shape, and weight. In a world where we are bombarded with digital advertising, a physical touchpoint can help your marketing materials stand out and be remembered. Direct mail remains a powerful tool for businesses and enhancements can help make your campaigns more engaging and improve the likelihood of customer action. Here’s how the USPS Tactile, Sensory, and Interactive Promotion can help you take advantage of direct mail in 2025.

What is the USPS TSI Promotion?

The Tactile, Sensory and Interactive Promotion (TSI) is part of the USPS’s annual promotions and incentives program that helps businesses increase customer engagement through direct mail. The program provides discounts on impactful mailing strategies—in this case, encouraging mailers to incorporate specialty treatments like textured envelopes or specialty inks into their First-Class Mail^® or USPS Marketing Mail^®. This year’s program runs from February 1 to July 31, 2025, and participating mailers can receive a 4% discount. To participate in the promotion, mailpieces must include one of the following:

• Tactile treatments: Embossed or soft-touch textures, leather-like finishes, and more.
• Sensory elements: Scents, sound chips, or thermochromic (heat-sensitive) inks.
• Interactive designs: Pop-ups, infinite folds, and zip strips.

By integrating these elements, you can achieve:

1. Increased Engagement: Sensory elements captivate recipients, compelling them to interact with your mailpiece. In a study conducted by Royal Mail, 38% of participants shared that the physical properties of mail influence how they feel about the sender. (“The Private Life of Mail”, Royal Mail)
2. Elevated Brand Perception: Innovative designs show your brand’s creativity and commitment to quality. The same Royal Mail study reported that a mailpiece’s production value can reinforce your brand values in a deep and intuitive way.
3. Cost Savings: The 4% discount on qualifying mailpieces can help you incorporate additional printing techniques (like debossing or soft touch varnish), which can lead to greater interest and engagement.

Example of Eligible Mailpieces

Let’s take a closer look at how techniques can elevate a print campaign. The Canadian Association of Tire Recycling Agencies submitted a mailpiece to our Paper Gallery back in 2019. Playing on the concept of business travel, the promotion used a soft-touch laminate to create a leather-like feel and added a hand-applied magnetic closure. On the back is a “travel sticker” to represent the city in which the meeting was held, simulating a leather briefcase and producing the result you see pictured. Take Advantage of USPS’s Promotion Here are a few things to consider when you create your mailpiece:

• Collaborate with Your Print Provider: Set up time with your printer to brainstorm what elements can be incorporated into your design. They can also provide guidance that will help you stay in budget.
• Select a Qualifying Element: Incorporate at least one tactile, sensory, or interactive feature. For example, a textured envelope with a soft-touch coating is an excellent choice that creates a tactile experience the moment it’s touched.
• Design Thoughtfully: Ensure the treatment enhances the marketing message and is both visible and distinguishable. Treatments like spot gloss, embossed patterns, or leather-like textures are particularly effective.
• Plan Ahead: Sign up with the Business Customer Gateway as soon as you start the project. Once you get access to the Business Customer Gateway, you will also need to request access to the Mailing Promotions Portal. Both requests may take a few days, so it’s always a good idea to be proactive!

But wait, there’s more! The USPS offers both an Informed Delivery and a Sustainability Add-On that each provides an additional 1% Discount.

• Participating mailers receive a 1% discount for integrating Informed Delivery, where recipients can preview digital images of their mail before it arrives.
  • • • An additional 0.5% credit is available for e-Doc submitters, encouraging the use of electronic documentation
• Mailers can also qualify for a 1% discount by demonstrating that their paper comes from certifiable, responsible sources like SFI® or FSC®.

The following products are eligible:

• The entire Cougar®, Lynx®, Husky® and Lettermark® Colors product offering including HuskyJET® and LynxJET®
• Domtar’s office papers, including Xerox® Paper, Lettermark® Office Paper and EarthChoice® Office Paper
• Domtar’s envelope and forms bond papers
• Domtar’s Mechanical grades are available with SFI or FSC certification by request

While the SFI or FSC logos aren’t required on the actual mailpiece, the appropriate certification must be provided when submitting. When submitting the mailpiece for review, you can include Domtar’s Service Request Numbers:

• Mailpieces being printed on FSC Certified Paper
  • • • Service Request Number: 73513620
• Mailpieces being printed on SFI Certified Paper
  • • • Service Request Number: 73513441

These add-ons must be applied in conjunction with the TSI promotion (or any other promotion scheduled for 2025. Visit the USPS Mailing Promotions Portal today to register for the TSI Promotion or download the TSI guidebook for more information.