RANCHO SANTA MARGARITA, CALIF. (July 29, 2008) -- Melissa Data, (www.melissadata.com), a developer of data quality and mailing preparation solutions, is arming local businesses with a strategy they can use to reach out to likely customers with direct mail -- even during tough economic times.
The strategy is called "saturation mailing" and it works by "saturating" a direct mail message within a localized area (i.e. a radius from your business, a ZIP Code, city or county) by reaching the majority of households and/or businesses in a postal carrier route. It is an ideal way for local businesses to promote grand openings and special events, establish their brand, and increase walk-in traffic. And, because saturation mailings are so easy for the Post Office to process, they pass the savings onto the mailer -- saving 20-25-percent off the cost of Standard Mail or about $.05 per mail piece delivered.
"An economic downturn like we are experiencing now actually provides an opportunity for businesses to build greater market share by taking advantage of new buying concerns, projecting a stable image, and dominating the field when the competition is silent," said John Hull, vice president of List Sales for Melissa Data. "And a saturation mailing is the perfect vehicle for local businesses -- it's a very cost-effective way to market to your best customers -- your neighbors."
The key requirement to qualify for a saturation mail discount is that the mailing must be sorted in "Walk Sequence" order -- the actual sequence the postal carrier will deliver the mail while walking his/her route. Sorting the mailing in "walk sequence" order saves the Post Office time and effort spent sorting, coding and processing that mail.
"Many people assume a saturation mailing is complicated because of the Walk Sequence requirement and decide just to mail at the much higher First-Class™ or Standard rates," Hull remarked. "But it's really very easy to do a saturation mailing. Many list providers offer these mailing lists, called Saturation or Occupant lists, presorted in Walk Sequence order. When a customer buys one of these lists they don’t have to worry about a thing."
To discover the secrets of using saturation mail to grow a business and drive more sales, download Melissa Data's free white paper at www.melissadata.com/nosecret.
Melissa Data is an active DMA member, and a member of the DMA’s List and Database Council. For more than 23 years, the company has been a leading provider of direct marketing and mailing solutions with emphasis on U.S. and Canadian address and phone verification, postal encoding and NCOALink processing. The company offers a wide variety of USPS CASS™/DPV™ processed mailing lists that are available online, 24/7 and come with a 100% deliverability and best price guarantee.