| VOL 4 NO 9 |  |
| What is saturation mailing and how can it work for you?
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"What is saturation mailing, and how can it help my businesses during slow times?" The answer to this question, posed in the Aug. 18 issue of DM News in the ToolBox sidebar, is important enough that I want to share it with you today. "'An economic downturn – like we are experiencing now – gives businesses an opportunity to build greater market share by projecting a stable image and dominating the field when the competition is silent,' explains John Hull, VP of list sales for Melissa Data. "The technique involves saturating a direct mail message to every viable address within a particular area, he explains. Because saturation mailings are so easy for the US Postal Service to process, they pass the savings on to the mailer – 20-25% off, or roughly five cents per mail piece delivered. 'The key requirement to qualify for a discount is that it must be sorted in walk sequence order – the actual sequence the postal carrier will deliver the mail while walking his/her route,' Hull adds. This saves the USPS time and effort sorting, coding and processing that mail." Depending on the nature of your business and customer, using saturation mail for some – or all – of your direct mail strategy may prove profitable for you. Understanding the nuances of saturation mail takes more than one weekly email. We have three USPS MQC Qualified Mail Specialists in-house whose jobs are to be the experts you need for that very reason. Call us and we’ll put you in touch with one of them to discuss how saturation mailing may work for you. |
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