5 USPS Promotions Direct Mail Marketers Should Know About for 2027

With registration for the 2027 Tactile, Sensory & Interactive promotion opening October 15, 2026, we want to highlight a few opportunities for direct mail marketers.

The United States Postal Service uses promotions to encourage marketers to try new approaches, integrate technology, increase engagement with mail, and demonstrate the value of the mail channel.

Promotions could lower postage costs and improve the economics of your direct mail programs in 2027. Postage is often the greatest single line item in a mailpiece's cost. Any reduction in the cost-per-touch investment can significantly decrease your cost per lead or cost per sale.

If direct mail is part of your 2027 plan, review the USPS promotions calendar now. Existing mailers may find opportunities to lower postage costs or enhance planned campaigns, while new or returning mailers may qualify for incentives designed to make testing the channel more affordable.

USPS has published the framework for its 2027 promotions, but some program details may continue to evolve. Consider this a planning read, not a comprehensive technical guide.

1. Tactile, Sensory & Interactive promotion is changing

This is probably the biggest change for many Marketing Mail campaigns.

In 2026, qualifying mailpieces received a 5% discount. In 2027, USPS has created two levels:

• Basic: 3%
• Advanced: 5%

The important distinction is how the mailpiece is produced and finished: Basic covers a narrower set of enhancements and earns a 3% discount, while Advanced covers a broader range of distinctive treatments and earns 5%.

The Basic level includes treatments such as:

• Spot or flood gloss coating (Non-UV)
• Matte/dull finish
• Perforated cards
• Holographic stickers

The Advanced level covers a much broader range of distinctive treatments, including:

• Soft-touch coating
• Embossing
• Unique textures
• Scent applications
• Holographic or lenticular treatments
• Sound
• Spot or flood UV gloss
• Clean Release Cards
• 3-D mailers
• Physical pop-ups
• Peel-and-reveal or scratch-offs
• Pull-open zip strips
• Thermochromic and photochromic treatments
• Metallic and optically variable inks
• Other qualifying specialty inks and finishes

There are also specific exclusions. A specialty treatment doesn't automatically qualify simply because it looks or feels different. USPS has detailed requirements for what qualifies and where the treatment must appear on the mailpiece. For example, simple folds such as a tri-fold or accordion fold do not qualify as an interactive treatment by themselves.

Gloss treatments are changing in 2027. Qualifying non-UV spot gloss drops from a 5% discount to 3%, but USPS has added non-UV flood gloss and matte or dull finishes to the Basic tier. A varnish treatment could still be a relatively easy and affordable way to qualify if it fits the creative strategy.

Embossing can be an affordable way to make a mail piece more interesting, while also qualifying for a discount. This is a tactic we use often, so we're happy to see it continue. Our testing has shown that adding an embossed texture on an envelope can provide a lift in sales for some clients. The theory is, the texture makes it more likely that people will engage with the mail piece and open it. If it also earns the Advanced 5% discount, that’s a win-win.

Read the official 2027 Tactile, Sensory & Interactive Promotion Guidebook for the complete requirements.

2. Integrated Technology promotion connects mail to digital experiences

The USPS Integrated Technology promotion gives eligible mailers a postage discount when a mailpiece uses approved technology to connect the physical piece with an interactive digital experience. It rewards campaigns that let recipients do more than read the mail—for example, shop from a mobile device, launch an augmented-reality experience or interact through voice technology.

If you have been using the USPS Integrated Technology promotion, there aren't any big changes to worry about. The 2027 promotion remains at 5%. Participants can choose their own consecutive six-month promotional period beginning January 1, 2027.

Eligible technologies include:

• Artificial Intelligence
• NFC technology
• Video in Print
• Augmented Reality
• Mixed Reality
• Virtual Reality
• Voice Assistant integration
• Mobile Shopping

The bigger strategic consideration is making sure the technology serves the campaign and lifts performance, rather than simply being added to earn a postage discount.

Options such as augmented reality, virtual reality, and video in print sound really cool, but they can be expensive to execute. If the cost to implement the technology far outweighs the postage savings and performance benefits, it just doesn't make sense. It's worth considering which options are easier to execute and whether the cost pencils out.

We're glad Artificial Intelligence is still an option this year. This is one of the easier ways to qualify. Using ChatGPT to help write a call to action or a sentence of body copy may be enough—as long as you follow the USPS documentation and approval requirements.

For companies that sell products online, Mobile Shopping continues to be a practical option. A QR code can take recipients directly to a mobile shopping experience where they can complete a purchase. If you already have that online experience, you should definitely look into the discount.

3. Direct Mail Discovery promotion is a great opportunity for new mailers

USPS is introducing something particularly interesting for companies that haven't used direct mail recently.

The new Direct Mail Discovery Promotion offers a 40% postage discount for eligible new mailers using qualifying Marketing Mail letters. Companies that have not mailed within the past two years can receive the discount on up to 5,000 pieces per mailing, with new mailers eligible for the discount on up to 100,000 total pieces during the promotion period. The promotion is currently scheduled to run from April 1 through September 30, 2027.

For a marketer considering direct mail for the first time, or returning to the channel after a long absence, that is substantial.

The promotion could make 2027 an attractive year to test direct mail without committing to a large initial investment.

4. Impact Messaging promotion is new and a little unusual

The other new 2027 promotion is Impact Messaging, which provides a 5% discount for qualifying mailpieces that use messaging designed to encourage mail creation, promote USPS services or highlight the value of mail. The promotion runs from May 1 through September 30, 2027.

This one is worth noting because of the caution provided by USPS regarding mail diversion messaging. Messaging that encourages recipients to switch to paperless communications or opt out of physical mail is ineligible for promotion/add-on discounts.

In other words, USPS will give you a discount for making mail more engaging. It just doesn't want you to use that discounted mailpiece to tell people to stop getting mail.

Seems fair enough.

5. Two important add-ons are continuing

If you're already planning to use an eligible 2027 promotion, don't overlook the add-ons.

The Informed Delivery Add-On and Sustainability Add-On are both continuing in 2027, each providing an additional 1% postage discount only when paired with an eligible promotion. These add-ons can be layered onto an eligible promotion to create additional savings.

Informed Delivery Add-On

What it is: A digital companion to a physical mailpiece. Marketers provide USPS with digital content that can be presented to participating Informed Delivery users alongside a preview of their incoming mail.

Discount: Additional 1% when paired with an eligible promotion.

Sustainability Add-On

What it is: An additional discount for qualifying mail produced using specified sustainable paper or production certifications and requirements.

Discount: Additional 1% when paired with an eligible promotion.

The discounts can be combined with an eligible primary promotion. For example, a qualifying mailpiece using the 5% Advanced Tactile, Sensory & Interactive promotion could potentially receive:

• 5% Tactile, Sensory & Interactive discount
• +1% Informed Delivery Add-On
• +1% Sustainability Add-On
• 7% total discount

Both add-ons have specific eligibility requirements, so they should be considered during campaign planning and production, not after the mailpiece has already been designed.

One familiar promotion is not returning in 2027

One change that is easy to overlook: Continuous Contact is not returning in 2027.

Continuous Contact offered a 5% discount on qualifying follow-up Marketing Mail mailings in 2026. It does not appear on USPS's currently published 2027 promotions calendar.

We’re not too sad to see Continuous Contact go. We didn’t use it very often because another promotion was usually a better fit for our clients.

Planning for 2027?

At RPM, we look at postal promotions as one part of a larger performance equation.

Check back here for updates on the 2027 promotions, potential postage rate increases and what those changes could mean for direct mail budgets.

Have questions or need recommendations? Contact RPM and let's discuss how the 2027 USPS promotions could fit into your direct mail marketing strategy.