Four Topics You Must Understand When Considering Direct Mail Advertising
- Targeted Mailing
- Saturation Mailing (EDDM type)
- Reach
- Frequency
Targeted Mailing
Saturation Mailing
Saturation Mailing
TARGETING MAILING lists are created as a result of data mining. The better the data, and the better the list provider is at manipulating the data the better your mailing list will perform.
We will mail to your ideal customer by identifying the demographics of those who consistently appreciate and purchase your goods and services.
Targeted Mailing is best used by companies that offer a product or service which is beneficial only to a select set of demographics.
Saturation Mailing
Saturation Mailing
Saturation Mailing
SATURATION MAILING is an EDDM type mailing where the list is derived from every postal recipient in a USPS carrier route, zip code, city or county.
They are usually addressed to “Current Resident”, and if you are a business whose goods or services are consumed by every household or business in a certain neighborhood or geography, Saturation Mailing is a very cost-effective way to go.
Saturation Mailing is best used by businesses whose products and services benefit a wide range of people
Reach & Frequency
REACH is defined by how many people will receive your direct mail piece. This is often called circulation.
FREQUENCY is how many times the people you reach will see your direct mail piece.
A correct balance between these two important variables, reach and frequency, can make or break your direct mail campaign. Accepting this balance is difficult for many small business owners, as at first blush it is counterintuitive. Large companies will find their optimum balance through a series of tests that smaller companies generally cannot afford to undertake.
The general rule of thumb for those of us who serve small to midsized companies is to mail to the same list a minimum of 4-6 times for optimal response and ROI.
Thus, if a company has budgeted money to create 30,000 direct mail impressions, it is more cost effective to do 4 mailings to a properly targeted list of 7500 or 6 mailings to 5000. Most small business owners simply cannot believe their response rate and ROI will be higher if they mail to a well-crafted targeted list multiple times rather than shotgun the mailing out to the largest number of recipients they can afford in one mailing.
Our experience at Boost Advertising repeatedly shows that the proper balance of reach and frequency consistently out-produces the shotgun approach.