{"id":794,"date":"2007-10-25T21:35:17","date_gmt":"2007-10-26T02:35:17","guid":{"rendered":"http:\/\/www.DuncanWierman.com\/content\/saturation-marketing-cheap-fast-and-effective\/"},"modified":"2007-10-25T21:39:01","modified_gmt":"2007-10-26T02:39:01","slug":"saturation-marketing-cheap-fast-and-effective","status":"publish","type":"post","link":"https:\/\/www.duncanwierman.com\/content\/saturation-marketing-cheap-fast-and-effective\/","title":{"rendered":"Saturation Marketing – Cheap Fast and Effective"},"content":{"rendered":"

<\/font>Easily Saturate a Neighborhood
\n<\/strong><\/font>
\nWhy pay more for \t\t\t\t\t\tpostage when you don\u2019t have to? Here\u2019s how you can mail \t\t\t\t\t\tfor the lowest possible rate\u2014order a consumer \t\t\t\t\t\tresidential mailing lists from your mailing list broker, \t\t\t\t\t\tMelissa Data<\/a>. These inexpensive Occupant lists are \t\t\t\t\t\tperfect when you want to saturate a market of any size. \t\t\t\t\t\tOccupant Lists include all the addresses in a geographic \t\t\t\t\t\tarea and are selected by ZIP CodeTM<\/sup>, radius, county or \t\t\t\t\t\tcity. The list you order will contain the address, city, \t\t\t\t\t\tstate, ZIP + 4<\/font>\u00ae<\/font><\/sup> and carrier route code for all the houses \t\t\t\t\t\tor apartments in your selection. These consumer \t\t\t\t\t\tresidential mailing lists can be \t\t\t\t\t\tpurchased in Walk Sequence order. Selects include post \t\t\t\t\t\toffice boxes, rural routes or apartments. The files are \t\t\t\t\t\taddressed to Current Resident<\/em>. Names may be included where \t\t\t\t\t\tavailable<\/strong>. <\/font><\/p>\n

Delivering \t\t\t\t\t\t\tResults: The Rewards of Saturation Mailing<\/strong><\/font><\/p>\n

\t\t\t\t\t\t\tIf you\u2019re a small, local business looking for an \t\t\t\t\t\t\tinexpensive way to increase your leads and sales, you might \t\t\t\t\t\t\twant to consider “saturating” your market. A \t\t\t\t\t\t\tsaturation mailing is a targeted offer to the true \t\t\t\t\t\t\tcustomer base of a business. It\u2019s inexpensive both \t\t\t\t\t\t\tin preparation and postage, and can reach customers \t\t\t\t\t\t\tvery quickly.<\/font><\/p>\n

But before you begin, make sure you understand the \t\t\t\t\t\t\trules. A saturation mailing needs to meet certain \t\t\t\t\t\t\trequirements set by the United States Postal Service \t\t\t\t\t\t\t(USPS). For example, the mailing must be directed to \t\t\t\t\t\t\tmore than 90 percent of a carrier route, which is \t\t\t\t\t\t\tdefined as the entirety of addresses to which a \t\t\t\t\t\t\tsingle postal carrier delivers. Usually, a carrier \t\t\t\t\t\t\troute consists of about 450 addresses.<\/font><\/p>\n

The other main requirement for a saturation mailing \t\t\t\t\t\t\tis that the mailing has to be sorted in “walk \t\t\t\t\t\t\tsequence,” the actual sequence that the carrier \t\t\t\t\t\t\twalks the route. For efficiency purposes, every day \t\t\t\t\t\t\teach postal service carrier in the US delivers the \t\t\t\t\t\t\tmail in a specific order. That route never varies, \t\t\t\t\t\t\tday in, day out, rain or shine.<\/font><\/p>\n

When a direct mailing effort is organized in \t\t\t\t\t\t\twalk-sequence order, it significantly lowers postage \t\t\t\t\t\t\tcosts. The Postal Service offers saturation mailing \t\t\t\t\t\t\trates as low as 12 cents per piece for businesses as \t\t\t\t\t\t\tan incentive to presort the mailing before bringing \t\t\t\t\t\t\tit to the Post Office. Compare that 12 cents to the \t\t\t\t\t\t\tFirst-Class rate of 37 cents, and you\u2019ll see the \t\t\t\t\t\t\tlarge savings. Nonprofits can reap even greater \t\t\t\t\t\t\tmonetary benefits, with postage as low as 8 cents \t\t\t\t\t\t\tper item.<\/font><\/p>\n

Perfect for local offers<\/strong>
\nFor many small businesses, a saturation mailing can \t\t\t\t\t\t\tmesh perfectly with customer growth efforts or \t\t\t\t\t\t\tretention pushes. Those companies that are in the \t\t\t\t\t\t\tservice or delivery business \u2013 auto repair garages, \t\t\t\t\t\t\tboutique retailers, pizza places, and restaurants, \t\t\t\t\t\t\tfor example \u2013can, without a doubt, profit from \t\t\t\t\t\t\tsaturation mailings.<\/font><\/p>\n

Indeed, any local business that mails postcards, \t\t\t\t\t\t\tincluding auto dealerships, even medical offices, \t\t\t\t\t\t\tcan benefit from experimenting with these mailings. \t\t\t\t\t\t\tOffers like “50 percent off” an entree or “$5 off an \t\t\t\t\t\t\toil change” can be magnets for new customers \u2013 and \t\t\t\t\t\t\tcan also bring back lapsed ones. Most important, the \t\t\t\t\t\t\tunique business proposition that your business \t\t\t\t\t\t\toffers will be reinforced in the minds of vital \t\t\t\t\t\t\tneighborhood shoppers.<\/font><\/p>\n

This is where location comes into play. The clients \t\t\t\t\t\t\tof a small business generally live within two to \t\t\t\t\t\t\tfive miles of the business. A good saturation \t\t\t\t\t\t\tmailing gives you instant name recognition \t\t\t\t\t\t\tthroughout your neighborhood. Imagine potential \t\t\t\t\t\t\tcustomers receiving a new restaurant\u2019s saturation \t\t\t\t\t\t\tmailing piece and, later that day, driving by the \t\t\t\t\t\t\trestaurant. They think, “Oh, yes, I know that \t\t\t\t\t\t\tplace…” The restaurant has kicked it up a notch \u2013 \t\t\t\t\t\t\tand is on the mental map of newfound local \t\t\t\t\t\t\tresidents.<\/font><\/p>\n

Value for your dollars<\/strong>
\nSaturation mailing lists also offer small businesses \t\t\t\t\t\t\tgreater value per name\/address purchased than the \t\t\t\t\t\t\tmore costly resident lists. Unquestionably, resident \t\t\t\t\t\t\tlists can be pulled from a wider range of criteria. \t\t\t\t\t\t\tFor example, many list brokers or managers offer \t\t\t\t\t\t\tresident lists that can be selected by age of \t\t\t\t\t\t\tindividual listed; total household income; length of \t\t\t\t\t\t\tresidence; mail-order buyers; and many other \t\t\t\t\t\t\tselects. If those demographic points dovetail well \t\t\t\t\t\t\twith a company\u2019s customers, then a resident-list \t\t\t\t\t\t\tmailing may make sense.<\/font><\/p>\n

But for a local small business, the price of a \t\t\t\t\t\t\tsaturation mailing list is minimal and its \t\t\t\t\t\t\teffectiveness per piece can be substantial. List \t\t\t\t\t\t\tcosts are considerably lower for saturation \t\t\t\t\t\t\tmailings, so you can send out more pieces. For \t\t\t\t\t\t\texample, you could send out 10,000 pieces in a \t\t\t\t\t\t\tsaturation mailing for the same price of 1,000 \t\t\t\t\t\t\tpieces with names on a resident\u2019s list.<\/font><\/p>\n

That\u2019s where choosing the right carrier routes, \t\t\t\t\t\t\ttrying those within five miles of the business, will \t\t\t\t\t\t\tallow the success of the saturation-mailing campaign \t\t\t\t\t\t\tto take off. And it\u2019s worth noting that, contrary to \t\t\t\t\t\t\tpopular belief, you are not limited to a “Dear \t\t\t\t\t\t\tOccupant” tagline. You can use individual names as \t\t\t\t\t\t\tpart of the address. There is a cost factor to \t\t\t\t\t\t\tconsider, but the added distinctiveness of the piece \t\t\t\t\t\t\tcan be worth it.<\/font><\/p>\n

An inexpensive list, carefully chosen from local \t\t\t\t\t\t\tcarrier routes with addressee names, has success \t\t\t\t\t\t\twritten all over it. In fact, saturation mailings \t\t\t\t\t\t\tare so efficient that newspapers are experiencing a \t\t\t\t\t\t\tnoticeable loss of advertising space to direct \t\t\t\t\t\t\tmailers. Saturation mailings offer an environment \t\t\t\t\t\t\twithout competition, plus a much greater opportunity \t\t\t\t\t\t\tfor branding, since your ad won\u2019t be buried deep \t\t\t\t\t\t\tinside a newspaper.<\/font><\/p>\n

Find the right list<\/strong>
\nDon\u2019t be intimidated by the scope of such a project \t\t\t\t\t\t\tas saturation mailing. Direct mail designers and \t\t\t\t\t\t\tmailing companies know the steps and can help along \t\t\t\t\t\t\tthe way. Many list brokers have self-serve, online \t\t\t\t\t\t\tproducts and services (and specialists to help) that \t\t\t\t\t\t\trange from free simple queries to instantaneously \t\t\t\t\t\t\tdownloadable saturation mailing lists. Just enter in \t\t\t\t\t\t\tyour ZIP Codes and the lists will be ready in less \t\t\t\t\t\t\tthan a minute.<\/font><\/p>\n

Simple counts of the addresses of a specific carrier \t\t\t\t\t\t\troute can be used for planning piece totals; rough \t\t\t\t\t\t\tcosts for mailing can be estimated through reliable \t\t\t\t\t\t\tmailing houses or printers, or on the USPS Web site. \t\t\t\t\t\t\tSimilarly, these sources are able to advise on the \t\t\t\t\t\t\tdimension limits for postcards or letters used in \t\t\t\t\t\t\tsaturation mailings (generally, the minimum is 3\u00bd \t\t\t\t\t\t\tinches high and 5 inches long).<\/font><\/p>\n

And, finally, we\u2019re back to location. The location \t\t\t\t\t\t\twhere the saturation mailing is dropped off does \t\t\t\t\t\t\tmatter. To ensure the fastest delivery, the mailing \t\t\t\t\t\t\tneeds to be brought to the carrier route DDU \t\t\t\t\t\t\t(destination delivery unit). The DDU is the Post \t\t\t\t\t\t\tOffice that actually delivers your mail pieces to \t\t\t\t\t\t\tthose routes.<\/font><\/p>\n

The rewards of saturation mailings can be many. The \t\t\t\t\t\t\tkey is to be ready to capitalize on the three L\u2019s: \t\t\t\t\t\t\tLocation of the business, Location of the \t\t\t\t\t\t\tall-important neighborhood customers, and Location \t\t\t\t\t\t\tof the Post Office. It\u2019s really that simple. The \t\t\t\t\t\t\trewards will deliver themselves.<\/font><\/p>\n

\t\t\t\t\t\t\tGet free counts on \t\t\t\t\t\t\tOccupant Lists here<\/strong>
\n \t\t\t\t\t\t\thttp:\/\/www.melissadata.com\/listocc.html<\/a> <\/font><\/p>\n","protected":false},"excerpt":{"rendered":"

Easily Saturate a Neighborhood Why pay more for postage when you don\u2019t have to? Here\u2019s how you can mail for the lowest possible rate\u2014order a consumer residential mailing lists from your mailing list broker,<\/p>\n","protected":false},"author":939,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"_links":{"self":[{"href":"https:\/\/www.duncanwierman.com\/content\/wp-json\/wp\/v2\/posts\/794"}],"collection":[{"href":"https:\/\/www.duncanwierman.com\/content\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.duncanwierman.com\/content\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.duncanwierman.com\/content\/wp-json\/wp\/v2\/users\/939"}],"replies":[{"embeddable":true,"href":"https:\/\/www.duncanwierman.com\/content\/wp-json\/wp\/v2\/comments?post=794"}],"version-history":[{"count":0,"href":"https:\/\/www.duncanwierman.com\/content\/wp-json\/wp\/v2\/posts\/794\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.duncanwierman.com\/content\/wp-json\/wp\/v2\/media?parent=794"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.duncanwierman.com\/content\/wp-json\/wp\/v2\/categories?post=794"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.duncanwierman.com\/content\/wp-json\/wp\/v2\/tags?post=794"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}