What is a saturation mailing
A saturation mailing is a type of direct mail campaign where a large volume of mailpieces are sent to every address in a specific geographic area, typically a neighborhood, city, or zip code. The goal of a saturation mailing is to reach every potential customer in the target area, with the hope of generating a high response rate.
Here are some key characteristics of a saturation mailing:
- High volume: A saturation mailing typically involves sending tens of thousands to hundreds of thousands of mailpieces to every address in the target area.
- Geographic targeting: The mailing is focused on a specific geographic area, such as a neighborhood, city, or zip code.
- Every address receives a piece: The goal is to reach every potential customer in the target area, so every address receives a mailpiece.
- High response rate: The idea is that by reaching every potential customer, the response rate will be higher than a traditional mailing that targets a smaller, more specific audience.
- Cost-effective: Saturation mailings can be more cost-effective than targeted mailings, as the cost per piece is lower due to the high volume.
Saturation mailings are often used for:
- New business openings: To announce the opening of a new store, restaurant, or other business.
- Promotions and sales: To promote a special offer, sale, or discount.
- Community outreach: To inform residents about local events, services, or initiatives.
- Direct response marketing: To generate leads, sales, or donations.
However, saturation mailings can also have some drawbacks, such as:
- Waste: Some recipients may not be interested in the offer or service, resulting in wasted mailpieces.
- Competition: The high volume of mailpieces can make it difficult for your message to stand out.
- Cost: While the cost per piece may be lower, the overall cost of a saturation mailing can still be significant.
To make the most of a saturation mailing, it's essential to:
- Target the right audience: Ensure that the target area is relevant to your business or service.
- Create a compelling offer: Make sure the offer or message is strong and appealing to the target audience.
- Use eye-catching design: Use attention-grabbing design and graphics to make your mailpiece stand out.
- Track and measure results: Monitor the response rate and adjust your strategy accordingly.