USPS Approves “Picture Permits”

Mailers to Benefit From New Creative Feature:  USPS Publishes ‘Final Rule’ Allowing Business-Related Images in the Permit Area of Direct Mail Packages

June 13, 2012 — New York, NY

The Federal Register published the final rule, which will add standards allowing customers to include business-related color images in the permit imprint area. This includes company brands, corporate logos, or trademarks for Full-service IMB First-Class Automation letter and postcards and all Standard Letter mail.

The Postal Regulatory Commission approved the implementation of Picture Permit Imprint Indicia which will be available beginning June 2012. The premium for First-Class Mail letter and cards will be 1 cent per piece and for standard Mail Letters 2 cents per piece. The Picture Permit Imprint Indicia provides immediate recognition of companies Logos, products, promotions and brands boosting the value and visual impact of First Class and Standard mailpieces.

The new feature is welcome news for charity mailers seeking increased market differentiation and donor recognition in marketing and fundraising communications.

Applications for Picture Permit image designs must conform to USPS specifications and be approved in advance; also sample mailpieces are required for testing and
approval prior to mailing.

More details are available in the April 27 Federal register.  Updated information is expected to be posted mid-May at which time Quadriga will update clients on developments.

For more information, consult the Federal Register (link opens in new window).