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Saturation Direct Mail

Small businesses looking for an affordable way to increase their sales should consider "saturating" their market. A saturation mailing list is a targeted offer to the true customer base of a business. It is in expensive in preparation and postage and can reach a lot of customers quickly.

saturation

A saturation direct mail campaign has to meet certain requirements set by the US Postal Service. The saturation mailing must be directed to more than 90 percent of a carrier route, which consists of the entirety of addresses to which a single carrier delivers. A typical route is about 450 addresses.

Another requirement for a saturation direct mail is that the mailing has to be sorted in walk sequence. That's the order that the carrier walks the route. The route does not vary from day to day. When a direct mailing effort is organized in walk-sequence order, it significantly lowers postage costs. Nonprofits can reap even greater monetary benefits.

For many businesses, a saturation mailing can work perfectly with efforts to grow a customer base and retain customers. Companies like auto repair, retailers, pizza restaurants, and others can profit from saturation mailing.


Recent blog posts on saturation mailing lists

When to use saturation vs. targeted direct mail

As marketers start comparing prices on their direct mail options, they often notice that they can save significant money with saturation rates compared to standard postal rates. This blog post addresses the pros and cons of both options.

To make an informed decision on this issue, you first have to decide what your marketing goals are. For example, you may be trying to get as many responses as possible, or you may want to focus on fewer but higher quality responders. This is the time to pay attention to your key metrics and statistics to make sure you're getting the most return on investment.

saturation direct mail

After deciding on your marketing goals, it's time to begin to lok at your targeting strategy. One way to do this is to look at analytics from previous direct mail campaigns, and comparing saturation and targeted mail.

Marketers often find that, in general, if there are relatively few targeted addresses in the area you plan to cover with saturation direct mail, then a conventional targeted direct mail campaign will usually be more cost effective in that area. When there are many targeted addresses in the area, saturation can save you a lot of money.

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