Direct Mail That Wows: Make a Lasting Impression with Tactile, Sensory & Interactive Mail

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Welcome to the fifth 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 – 02/13/2025 08:00 AM

The USPS Tactile, Sensory & Interactive Promotion at a Glance

  • What it is: This promotion encourages mailers to create mailpieces that engage multiple senses by using unique papers, inks, interactive elements, and special finishing techniques.
  • How much you can save: 4% discount on eligible mailpieces.
  • When it’s available: February 1 to July 31, 2025.  

Important Note: To qualify for this promotion, a sample of your mailpiece must be submitted to the USPS for approval. We take care of this process, but it can take up to a week, so plan accordingly!

Beyond the Screen: Engaging the Senses in Direct Mail

Let’s be honest, we’re all swimming in a sea of digital information these days. Emails, social media, online ads… it’s all a blur. And you know what? Sometimes, it feels like our physical mailboxes are headed in the same direction. Bills, junk mail, catalogs… it all just becomes a stack of “stuff” that we toss without a second glance.

But what if your direct mail could stand out from that pile? What if it could grab your attention, make you pause, and actually want to engage with it? That’s the power of tactile, sensory, and interactive mail. It’s like the difference between a generic email and a handwritten letter – one just feels more personal, more special.

Think about it: wouldn’t you be more likely to remember a mailpiece that has a unique texture, a surprising pop-up, or even a pleasant scent? That’s what the USPS Tactile, Sensory & Interactive Promotion is all about – creating mail that engages the senses and leaves a lasting impression.

Why This Promotion Matters

  • Cut Through the Noise: In a world dominated by digital interactions, tactile, sensory, and interactive mail provides a unique and memorable experience for recipients.
  • Boost Engagement: Interactive elements encourage recipients to spend more time with your mailpiece, increasing the likelihood of response and conversion.
  • Drive Results: Studies have shown that tactile, sensory, and interactive mail can lead to higher response rates, improved brand recall, and increased customer lifetime value. A 2023 study by the U.S. Postal Service found that mailpieces with tactile elements were 20% more likely to be remembered than mailpieces without them.
  • Maximize Your Budget: Take advantage of the 4% postage discount offered by the USPS and get more out of your direct mail campaigns.

Stack Your Savings

Want to save even more? You can combine the Tactile, Sensory & Interactive Promotion with the Informed Delivery and Sustainability add-ons to get a total of 6% off your postage! We’ll be covering both of these promotions in detail in the coming weeks, so stay tuned.

Making the Most of Tactile, Sensory & Interactive Mail

 

Paper and Coatings:

 

  • Embossed paper is a great option for this promotion. Embossing adds a raised texture to the paper, creating a unique tactile experience.
  • Specialty coatings can also add a sensory element to your mailpiece. Consider using soft-touch coatings for a velvety feel, or high-gloss coatings for a luxurious shine.  

Scents:

  • Incorporating scents into your mailpiece can be a powerful way to engage the sense of smell and create an emotional connection with your audience. This can be achieved through scented inks, varnishes, or even scratch-and-sniff coatings. Consider using scents that align with your brand or message, such as a floral scent for a perfume brand or a coffee scent for a cafe promotion.  
Girl checking the phone

 

Visual and Interactive Elements:

  • Incorporate special visual effects like holographic foils, metallic inks, or spot UV coatings to create a visually striking mailpiece.  
  • Add interactive elements such as pop-ups, pull-outs, or unique folds to encourage recipients to engage with your mailpiece.  

DG3 Takes Care of the Details

DG3 is your trusted partner for creating tactile, sensory, and interactive mail that makes a lasting impression. We’ll guide you through the USPS approval process, handle the online application, and submit a physical sample of your mailpiece to ensure you qualify for the 4% discount.

DG3: Your Direct Mail Partner

  • Production Capabilities: We have the technology and expertise to produce high-quality mailpieces with a variety of tactile, sensory, and interactive elements.
  • Postal Optimization: Our experts will ensure your mailpiece meets USPS requirements and qualifies for the 4% postage discount.
  • End-to-End Support: From concept to delivery, we’ll handle every step of the direct mail process, allowing you to focus on your core marketing strategies.

Stay Tuned for More!

This is just the first part of our exploration of the Tactile, Sensory & Interactive Promotion. In the coming weeks, we’ll dive deeper into specific techniques and showcase inspiring examples. Follow us on LinkedIn to stay updated!

Ready to Elevate Your Direct Mail?

Contact DG3 for a free consultation on how to maximize your direct mail ROI with AI and other USPS promotions. For a calendar of the full 2025 promotions, visit https://dg3.com/resource-library/2025-usps-promotions-calendar/

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