Continuous Contact: The Loyalty-Building Promotion That Saves on Postage

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Welcome to the eight installment of our ongoing series exploring the 2025 USPS Promotions! Throughout the year, we’ll be diving deep into these exciting opportunities to help you save money and boost your direct mail ROI.

Eric Genova – Senior VP Professional Services – 03/06/2025 08:00 AM

The USPS Continuous Contact Promotion at a Glance:

  • What it is: Rewards mailers with postage discounts for consistent mailings to the same customers over a specified period.
  • How much you can save: Three percent off eligible postage.
  • When it’s available: April 1 to December 31, 2025

Introduction:

In marketing, we often talk about “touchpoints” – those interactions that connect a brand with its audience. But what about the power of continuous contact? Building an ongoing relationship with your customers through consistent communication can be a game-changer. This week, we explore the USPS Continuous Contact Promotion and how it can help you cultivate customer loyalty and drive long-term success by retargeting engaged recipients.

The Power of Repeated, Targeted Contact

Think about your own experiences as a consumer. Are you more likely to do business with a company you’ve never heard of, or one that has consistently stayed in touch, providing valuable information and offers tailored to your interests? The truth is, building trust and familiarity takes time. Continuous contact allows you to:

  • Stay Top-of-Mind: Regular communication keeps your brand at the forefront of your customers’ minds, increasing the likelihood they’ll think of you when they need your products or services.
  • Nurture Relationships: Repeated contact allows you to deepen relationships with your customers, demonstrating your commitment to their needs and building a sense of loyalty.
  • Deliver Value Over Time: By providing valuable content and offers consistently, you reinforce the benefits of doing business with your brand.
  • Retarget Engaged Recipients: Identify customers who have shown initial interest (e.g., scanned a QR code, visited a landing page) and tailor subsequent mailings to further nurture their engagement.
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ROI of Continuous Contact vs. One-Touch Campaigns

Research consistently shows that continuous contact campaigns outperform one-touch wonders. Here are a few insights:

  • Increased Customer Lifetime Value: Studies have shown that customers who are consistently engaged with a brand tend to have a higher lifetime value. This means they make more purchases, spend more money over time, and are more likely to remain loyal to the brand.
  • Improved Response Rates: Continuous contact campaigns often see better response rates compared to one-time mailings. This is because repeated exposure to your brand and messaging can increase familiarity and trust, making customers more likely to take action.
  • Stronger Brand Recall: By staying in touch with your customers regularly, you increase the chances that they will remember your brand when they need your products or services. This can be especially valuable in competitive markets.

Examples in Commercial Marketing Mail:

  • Subscription Services: A meal kit delivery service might send a monthly mailer with recipes, special offers, and personalized recommendations based on past orders. Customers who have shown interest in specific dietary preferences or cuisines can be retargeted with tailored offers.
  • Retail: A clothing retailer could send a quarterly catalog showcasing new arrivals and seasonal trends, along with personalized style guides based on customer preferences. Customers who browsed certain items online or scanned a QR code in a previous mailer can be retargeted with exclusive offers or reminders.
  • Financial Services: A bank might send a series of mailers over several months, each highlighting a different financial product or service relevant to the recipient’s life stage. Customers who showed interest in a particular product, such as a mortgage or credit card, can be retargeted with more detailed information and personalized offers.

DG3 Takes Care of the Details:

While you focus on developing a winning continuous contact strategy, DG3 takes care of the direct mail execution and USPS compliance. Here’s how we support your campaign:

  • Data Management: We’ll handle your customer data, ensuring accurate segmentation and personalization for each mailpiece, including tracking engagement and identifying retargeting opportunities.
  • Direct Mail Composition: Our team will expertly compose and format your mailpieces, ensuring they are engaging and effective.
  • Print Production: We’ll print your mailpieces with the highest quality standards, using the latest technology and techniques.
  • Postal Optimization: We’ll ensure your mailpieces meet all USPS requirements and submit the necessary documentation to secure your Continuous Contact Promotion discounts.
  • Mailing and Fulfillment: Our in-house mail house will handle the entire mailing process, from sorting and addressing to postage and delivery.

With DG3 as your direct mail partner, you can focus on the strategic aspects of your continuous contact campaign, knowing that the execution and postal compliance are in expert hands. We’ll manage the details, so you can focus on building lasting customer relationships and driving business growth.

Stack Your Savings:

Want to maximize your postage savings? You can combine the Continuous Contact Promotion with Informed Delivery, allowing customers to preview their mailpieces online, or by using sustainable paper and printing practices. This can increase your total discount!

Stay Tuned for More!

In our next post, we’ll delve into data and segmentation strategies to maximize the impact of your continuous contact campaigns. Follow DG3 on LinkedIn for more direct mail insights and updates.

Ready to Elevate Your Direct Mail?

Contact DG3 for a free consultation on how to leverage the Continuous Contact Promotion and build lasting relationships with your customers.