![]() I work with clients to focus and develop a geographical strategy that includes postal routes as well as zip codes. I don't want to overwhelm them with the details but it is almost as simple as it looks. I break the steps into a simple, high-level process for our clients. Saturation mailing is easy to implement if you know how to navigate the standard process of a USPS mailing campaign. ![]() How Can You Get Started with Saturation Mailing? However, the volume of mail sent will often make up for it. Some people may not respond well to "Current Resident of" instead of seeing their actual names. It's still important to factor in the impersonal address on saturation mailings. That's almost 1.5 times less than those of a targeted mailing. I see most postage rates ranging from $0.168-0.191 (yes, USPS loves to go down to three decimals). Weigh the Consequences of Cost-Effectivenessīecause the USPS will be delivering your mail piece to every household on the postal route(s) you no longer go through the process of sorting your direct mail by the USPS (remember no names are on the mail) that means you're saving a considerable cost. Yet, if you’re advertising something like pest control, then that’s something almost everyone can align with and respond to. No, you might not want to saturate neighborhoods with your taxidermy services. These are places that provide services that almost everyone in a region needs, for example, churches, dry cleaners, and restaurants. The clients that get the best ROI out of saturation mailing are typically businesses that appeal to the masses. While I’m a proponent of saturation mailing it has to be the right fit for your type of business. We help clients narrow down the most advantageous postal routes and zip codes and let a saturation mailing do the rest. Saturation mailings are a great fit for any of our clients that have a general product or service offering such as restaurants, lawn service or dry cleaners. However, depending on your message, demographic and type of business you are marketing for, it may be more cost-effective cheaper to use saturation mailing if your efforts are a fit for this wide fishing net approach. ![]() On the other hand, saturation mailing typically targets “current resident”, so you send more mail to people that may not be interested. Targeted mailing can potentially save you money by decreasing the amount of mail you send because the mail you send will be more relevant and focused to your recipients. Both are useful but your choice will depend on your use-case. Think of targeted mailings as butterfly nets and saturation mailings as fishing nets. Postage is also a bit higher mailing as EDDM compared to the cost of a saturation mailing. The biggest distinction between EDDM and saturation mailings is EDDM requires the mail piece to be a flat whereas a saturation mailing can either be a letter sized piece or a flat sized piece. Saturation Mailing Vs Every Door Direct Mail (EDDM)Įvery door direct mail, or EDDM, is very similar to a saturation mailing. But, don’t confuse saturation mailing with other popular large scale USPS mailing programs. At its core, you get a wider audience for less money. In lieu of actual names, the mailing is addressed to ‘Current Resident’. Saturation mailings are mailed to all residents within a certain zip code or postal route. Exactly as it sounds, you saturate a targeted area with direct mail. To put it simply, saturation mailing is an inexpensive way to communicate your direct mail messaging. I'm here to say that saturation mailing is one of the most effective ways to get your message across, assuming you understand how to best use it, own a business that complements this type of mass mailing and have the know-how to set it up like we do at Bluegrass. However, I constantly see it as an underutilized component of a client’s direct mail strategy. It’s readily available via the USPS they even advertise it. USPS Saturation mailing is one of those seldom spoken secrets of the direct mail business. Saturation Mailing: What It Is and How to Take Advantage
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