Over the last decade, companies shifted from traditional marketing campaigns to an internet-heavy approach as they realized the potential that digital channels held beyond the recreational. Unfortunately, there were many businesses who focused too heavily on digital mediums and neglected to build balanced marketing campaigns (that includes print).
In today’s competitive marketplace, it’s rare that a single touchpoint will be enough to convert a lead into a customer, which is why an omnichannel strategy matters so much. Consider today’s consumer, who receives a few pieces of mail in their mailbox each week as compared to the mountain of emails in their inbox. The balance has shifted for this audience, who has grown desensitized to emails and social media advertising.
Direct mail has long been a powerful marketing tool, but consistent, strategic messaging can take it to the next level. That’s where the 2025 USPS Continuous Contact Promotion comes in. By encouraging follow-up mailings that build on an initial mailing, this promotion helps businesses create ongoing conversations with their audience, increasing engagement and conversion rates.
What is the USPS Continuous Contact Promotion?
The USPS Continuous Contact Promotion is designed to reward businesses that engage their audience through multiple mailings. By sending follow-up pieces that complement (but do not duplicate) an initial mailing, companies can receive a 3% discount on USPS Marketing Mail® letters and flats. This strategy ensures that your audience receives multiple touchpoints, helping to reinforce your messaging and drive engagement.
The program runs from April 1 to December 31, 2025, helping businesses create an extended, targeted conversation with their customers.
What is the USPS Continuous Contact Promotion?
Research shows that repeated exposure to marketing messages increases consumer recall and action. According to the USPS, follow-up mailings can:
- Boost engagement rates by keeping your brand top-of-mind.
- Increase response rates, as consumers often need multiple exposures before making a decision.
- Enhance brand trust and credibility, showing customers that your business values ongoing communication.
Klooster Family Dentistry’s work with PostcardMania is a compelling example of how consistent follow-up in direct mail can deliver long-term results. When Dr. Arend Klooster took over the family’s Holly Springs, NC practice in 2016, they were welcoming just 15 new patients per month. After modest results from local marketing methods, he shifted strategies and launched a sustained postcard campaign.
The first effort involved sending 7,500 postcards monthly for six months targeting residents who lived near his practice and by the end of the initial campaign, Klooster saw significant ROI. Encouraged by the momentum, the practice quadrupled their commitment, mailing between 8,000 and 13,000 postcards every month for the next two years. He refined his mailing list strategy by mailing specifically to contacts local to his practice and cut back to two alternating mailing lists. This way, recipients received a postcard every other month and Klooster ensured each household received consistent but non-repetitive messaging. By 2019, the practice doubled its new patient numbers and the business expanded to a second location in Raleigh.
Dr. Klooster is an example of why multiple, well-timed touchpoints matter and is a model for how big an impact the USPS Continuous Contact Promotion could have on your marketing campaigns.
How to Participate
The USPS Continuous Contact Promotion offers businesses an opportunity to increase engagement, drive conversions, and reduce costs with a strategic approach to follow-up direct mail. By reinforcing messages through multiple touchpoints, brands can create lasting customer connections and see better results from their marketing efforts.
Here is a simplified* 5-step process on how to qualify for the 3% discount:
- Register for the Continuous Contact Promotion on the Business Customer Gateway.
- Prepare and submit your initial mailpiece and planned follow-up mailings for approval.
- Send an initial mailing to introduce a product, service, or campaign
- Ensure compliance by following up with at least one additional mailing that builds upon the first message, reinforcing the brand and marketing message.
- Claim your 3% discount when submitting your qualifying mailpieces.
Businesses can also stack additional discounts on top of the Continuous Contact Promotion:
- 1% Discount for integrating Informed Delivery®, allowing recipients to preview their mail digitally.
- 1% Discount for using paper from sustainable, certified sources (FSC® or SFI®).
- 5% e-Doc Submitter Incentive for using electronic documentation during mailing submission.
Ready to maximize your direct mail strategy? Start planning your campaign today and take advantage of this valuable USPS promotion!
Visit the USPS Promotion Portal for additional participation details.
