1. Picture Permit Imprint Indicia
Today’s topic is Picture Permit, a new offering from the U.S. Postal Service.
Like many products and services that USPS is developing, Picture Permit is designed to add value to both First Class Mail and Standard Mail.
Without question, mail still has an important place in this digital world.
It’s the most effective way to attract and keep customers, and for bills and statements, most people choose mail over online.
So mail’s value is holding – but it faces competition from digital and social media.
That’s why USPS is looking for new ways for your business to benefit from mail.
Picture Permit is one way.

2. Contents Picture Permit ― What is it? Elements & samples Who’s it for?
Why use it?
How much does it cost?
Application process
Resources & contacts
Here are the topics we’ll be covering in today’s workshop
[Go over content as listed on slide]

3. Picture Permit — what is it?
Commercial mail permit indicia
First-Class Mail or Standard Mail letters and cards
Customize with company logos, brand images, or trademarks
Use as “prime real estate” on mailpiece to advertise brand
Pennies per mailpiece
Picture Permit opens up huge marketing opportunities for pennies per mailpiece!
It allows businesses, for the first time ever, to use the prime “real estate” of the indicia area, at the top right-hand corner of the mailpiece, to leverage or advertise their brand.
The space can be customized with company logos, brand images, or trademarks.
Picture Permit is available to permit mailers and mail service providers sending FCM or STD Mail letters & cards.

4. Elements of Picture Permit
Indicia elements
Mail class
U.S. Postage Paid
City and State (ZIP Code optional)
Permit number
PRSRT STD AUTO
U.S. POSTAGE PAID
NEW YORK, NY
PERMIT NO. 99
Before we talk about how your mailing permit indicia can be customized, let’s review what needs to stay the same.
You still need to display the official indicia elements such as mail class, “U.S. Postage Paid,” the originating city and state, and your permit number.
This is an example using Standard Mail piece, but these elements also must be displayed for FCM.
Domestic Mail Manual Section

5. Elements of Picture Permit (cont.)
Customized elements (“imprint”)
Company logos, brand images, or trademarks
“Color” images only
No QR codes in indicia area
Minimum 8 pt text
OCR readable font
San serif preferred
PRSRT STD AUTO
U.S. POSTAGE PAID
NEW YORK, NY
PERMIT NO. 99
So that’s what’s required on the outside – but now comes the fun part.
The center area of the indicia may be enhanced with customized elements such as company logos, brand images, or trademarks
This slide lists some of the technical requirements and you can go to the DMM for more details.
Domestic Mail Manual Section

6. Picture Permit — samples
Here are some samples of Picture Permits used on First-Class Mail.
Not to scale.

7. Picture Permit — samples (cont.)
And here are some Standard Mail examples.
Not to scale.

8. Picture Permit — who’s it for?
New/existing permit mailers (mailers & MSPs)
Commercial mailings
Automation First-Class Mail and Standard Mail letters & cards only
Full-service Intelligent Mail barcode (IMb)
Existing permit holders can apply for Picture Permit as a way of giving their mailings more impact.
For new permit mailers, the Picture Permit webpage provides details.
Pictuer can be used on commercial presort and automation First-Class Mail and Standard Mail letters and cards only.
Operational testing is required and all Picture Permit mailpieces must carry the Full-Service Intelligent Mail barcode.

9. Picture Permit — why use it?
Capture attention
Corroborate details of mailpiece
Increase brand awareness
Unleash creativity of mailer
Improve open rate
Improve ROI
Here are some marketing benefits your business might receive from using Picture Permit – in other words, how it gives mailpieces greater impact .
Picture Permit is a way to
Capture attention
Corroborate details of mailpiece
Increase brand awareness
Unleash creativity of mailer
Potentially improve open rate
Improve ROI

10. Picture Permit — how much does it cost?
First-Class Mail letters and cards – 1¢ per piece (plus applicable postage)
Standard Mail (Standard Carrier Route letters, High Density and Saturation letters) – 2¢ per piece (plus applicable postage)
And the best thing is, all this extra “lift” can be purchased for mere pennies per mailpiece.
The cost is 1 cent per mailpiece for First-Class Mail letters and cards and 2 cents per mailpiece for Standard Mail letters and cards.

11. Application process Step 1
Go to usps.com/picturepermit to review guidelines and complete the online registration
Step 2
Complete online Picture Permit application (PS Form 3615-A), providing:
Permit indicia information
Signed agreement
Submit signed copy to:
There’s a four-step applications process, most of which is handled online.
I’ll go through the steps one by one.
[Read from slide]

12. Application process (cont.)
Step 3
Program Management Office (PMO) confirms application has been approved
Submit PDF copy of addressed mailpiece (showing envelope/card dimensions, IMb, clear zone, and proposed Picture Permit design) to:
Application Approved
[Read from slide]

13. Application process (cont.)
Step 4
After Picture Permit design (in PDF) is approved
Submit 500 sample mailpieces for operational tests
Must be the exact replicas of mailpieces intended for induction into mailstream
Each sample mailpiece must include:
Complete “live” address of the intended recipient
Return address of the sender
Picture Permit
Full-Service Intelligent Mail Barcode (IMb)
[Read from slide]

14. Application process (cont.)
Step 4 (continued)
Allow days for operational tests
Following successful tests, PMO will request mailing schedule with dates and volumes
[Read from slide]

15. In closing…
Now, for the first time ever, customers can use the permit indicia on a mailpiece for advertising and branding.
In closing, Picture Permit is a novel offering and a brand new opportunity to brand your permit mailpieces in a way that’s never been done before.
We think it offers nearly unlimited possibilities for creative marketing. 15

16. For more information USPS.com USPS.com/picture permit RIBBS
Overview
FAQs
Fact Sheet
Samples
Program Requirements
Registration Link
Application Form
I hope this presentation has sparked your interest in Picture Permit as a way to enhance your mailpiece.
This presentation is a high-level overview, and now I want to point you to sources for more in-depth information.
The USPS Domestic Products team has developed numerous resources and they are available on RIBBS or on the Picture Permit webpage on USPS.com.
There you will find [READ FROM YELLOW BOX ON SLIDE].

17. picturepermit@usps.com Questions Picture Permit Program Office
U.S. Postal Service
475 L’Enfant Plaza SW, Room 5621
Washington DC 20260
Contact us at:
Now I’ll be happy to try and take some questions [time permitting].
In case there are any inquiries I can’t answer, please see me or mail me your question and I will forward it to the project management office to make sure you get a response.
And here’s how to get in touch with the Picture Permit Program Office yourself.
The easiest way is to the Program Office at
Now for questions [time permitting]. .