Continuous Contact Promotion

What is the USPS Continuous Contact promotion?

The USPS Continuous Contact Promotion encourages businesses to adopt targeted marketing strategies with multiple touchpoints, creating an ongoing conversation with recipients. Participants receive a 3% discount on eligible follow-up mailings—subsequent mailers sent to the same address that complement or build upon the initial mailing.

By reinforcing your messaging through iterative follow-ups, this promotion can drive customer behavior, increase conversion rates, and strengthen engagement. However, the initial mailer itself does not qualify for a discount and is required for participation.

How can I take advantage of the USPS Continuous Contact promotion through Lob?

Eligible mail options

• USPS Marketing Mail letters and flats

• USPS Nonprofit Marketing Mail letters and flats

Eligibility requirements

• The content of follow-up mailings must complement or build upon (but not duplicate) the initial mailing.

• Follow-up mailings must be sent during the promotion period.

Ineligible Mailpieces

• USPS First-Class Mail pieces

• Periodicals, bounded printed matter, and media mail

• Mailings that duplicate the initial mailer’s content

• Follow-up mailings identical to one another

What are the requirements for initial and follow-up mailers?

Initial mailer requirements

The first step in the promotion process is sending an initial mailer:

• The initial mailer itself does not qualify for a discount.

• It must include a marketing message.

• The initial mailer must be submitted during the promotion period, after the promotion’s start date.

• Retain an image of the mailpiece for submission in the Lob Promotions Portal.

Follow-up mailer requirements

Eligible follow-up mailers create iterative touchpoints:

• Build upon or complement the initial mailing.

• Content must not be identical to the initial or other follow-up mailings.

• Must be distributed during the promotion period to qualify for the discount.

Examples of Eligible and Ineligible Mailpieces

Eligible examples

1. Initial mailer: Content advertising golf clubs.

2. Follow-up mailer 1: Content advertising a sale on sporting apparel.

3. Follow-up mailer 2: Content announcing a new golf tournament.

Ineligible examples

1. Initial mailer: Content advertising golf clubs.

2. Follow-up mailer 1: Identical content to the initial mailing.

3. Follow-up mailer 2: Content unrelated to the initial mailer (e.g., advertising a local doctor’s office).

Getting Campaign Approval Through Lob

To participate in this promotion, follow these steps:

1. Opt-in

   1. Log in to the Lob Promotions Portal to opt-in and accept the terms and conditions.

2. Design your mailpieces

   1. Create both the initial mailing and follow-up mailings.

   2. Ensure the follow-up mailings complement or build upon the initial mailer.

3. Submit mailpieces for pre-approval

   1. Log in to the Lob Promotions Portal.

   2. Use the Submit Mailpiece Pre-Approval option to upload your electronic samples.

   3. Include all iterations (initial and follow-up mailings).

4. USPS review

   1. USPS will review your submission and respond within four business days.

   2. Revisions may be requested to ensure compliance with the promotion.

5. Approval notification

   1. Receive the decision via email and through the Lob Promotions Portal.

   2. All pre-approvals must occur before mailing to qualify for the discount.

6. Register for the promotion

   1. If you haven’t already, sign up for the Continuous Contact Promotion in the Lob Promotions Portal at least 2 hours before mailing.

When is this promotion live?

The Continuous Contact Promotion runs from April 1, 2025, to December 31, 2025.

What’s the easiest way to get approval through Lob?

• Use Lob’s streamlined workflow to design and submit your mailpieces for approval.

• Ensure your initial mailer and follow-up mailers meet all requirements and avoid duplication.

• Opt into the promotion early through the Lob Promotions Portal, and coordinate with your Account Manager to finalize the process seamlessly.

Take advantage of this promotion to create meaningful customer connections and boost engagement with Lob’s support every step of the way!