Saturation Mail: The Cost Effective Way to Reach

More Customers

Agenda

Understand Saturation Mailing

How does Saturation Mail work if you are new to Direct Mail or if you have done Direct Mail in the Past

How can you target with Saturation Mail

What is Saturation Mail?

A saturation mailing works by “saturating” a direct mail message within a localized area (i.e. a radius from your business, particular neighborhood(s), a Zip Code, city or county) by reaching the majority of households and/or businesses in a postal carrier route.

• It is ideal for local businesses looking to establish their brands, increase walk-in traffic, and deliver targeted offers promoting their services, grand openings, and special events.

• It can help connect you to your customers and prospects – those who are located nearby and are more likely to do business (and repeat business) with you.

• Because saturation mailings are so quick and easy for the Post Office to process, they pass the savings on to the mailing by providing lower postage rates.

4

Zip Codes & Routes

A postal carrier route is the group of addresses to which the USPS assigns the same code to aid in mail delivery. Typically, each carrier route is related to where a particular mail carrier delivers.

5 3 0 7 2 - C001National Area

Sectional CenterFacility (SCF)Large City

Post OfficeDelivery Area

Specific Postal Delivery Area (Zip+4)

How Does it Work?

6

Rules of Saturation Mailing

To qualify for the maximum saturation mail discounted postage rate, your mailing must meet two requirements:

1. The mailing must follow the 90/75 Rule, which means you must mail to at least 90 percent of residential addresses, or at least 75 percent of the total number of residential and business addresses in a given carrier route. For example:

A carrier delivers to 500 addresses, 400 of which were residences, your saturation mailing would have to reach 375 out of all addresses (75% of 500) or 360 residential addresses (90% of 400).

7

Rules of Saturation Mailing

2. The mailing must be sorted in “Walk Sequence” order – the actual sequence that the postal carrier walks the route.

8

Saturation Mailing Postage Savings Example:

A local business wants to do a direct mail campaign to drive store traffic. They want to do a mailing of 5,000 pieces:

Option 1 – Saturation Mail – They choose the closest 5,000 deliveries around their store location or choose the zip codes and routes that they know

their customers are located in.

Total Postage = $785.00 (based on letter rate of 15.7 per piece)

Option 2 – Standard Mailing – They choose to mail 5,000 of their customers.

Total Postage = $1,415.00 (based on average std letter rate of 28.3 per piece)

The Saturation Mail generates 44.5% savings in postage!

How Does This Apply to Me?

10

New or Not so New to Direct Mail

If you are new to direct mail, Saturation mailing:

• provides a way to expand your business to a new market and acquire customers.

• provides a low-cost acquisition mailing option• Improves walk-in traffic

If you have done direct mail in the past, Saturation mailing:

• can improve your customer retention and acquisition efforts by targeting your best market – your neighbors

• is a cost effective mailing strategy• Increase brand recognition

How Can I Target?

12

Targeting Options:

• Demographics - Age, Gender, Income, Home Value, etc• Ethnicity - African American, Asian, Hispanic, etc.• Dwelling Type - Single Family, Multi-Family, Trailer• Ownership - Renter, Owner, P.O. Box• Lifestyle - Health and Fitness, Do It Yourself, Travel• Residential or Business

By understanding “who” your customers are you can begin to utilize similar select criteria to better target who you mail to. Selection Options include:

What are the Benefits?

14

What are the Benefits of Saturation Mail?

• Localize and saturate an area by Zip Code, Carrier Route, or Radius around your store

• Lowest postage rates• Increase brand recognition within community• Mail directly to potential customers in a targeted area

The advantages of using Saturation Mail are clear: Mail to every available potential customer in your area and benefit from the most substantial postage savings. Plus you get improved customer acquisition and retention.

15

Questions?