Archive for July, 2010

Saturation Mailings

If your business would benefit from reaching every household in an area, a saturation mailing may be just the ticket for you.

You may have heard the mailing lists for these mailings referred to as “carrier route” or “resident/occupant” lists – the bottom line is they are lists of every address in an area.  They are organized by each mail carrier’s route and even ordered in the sequence that the mail carrier walks his route.

This makes it very easy for USPS to handle and deliver the mail.  Hence, they give us extra discounts on postage to do saturation mailings such as this.

The major benefit of these types of mailings is the cost savings from these extra discounts on postage.  To mail a 6” x 8” postcard, Standard Mail, your postage will normally average between 25 and 27 cents per piece.  If you do a saturation mailing with the same size card, Standard Mail, the postage can get below 16 cents per piece.  When you multiply that saving by several thousand cards in a mailing, you could be looking at quite a pretty penny!

This works great for businesses such as grocery stores and pizzerias.  However, if your products or services appeal to a narrower segment of the population the money you’ll save on postage may be negated by a low response rate.  So you need to weigh this into the equation when considering this type of mailing.

One more option to consider is doing a simplified address mailing.  You can only exercise this option if you are mailing to a rural area.  If this happens to be your case we can generate lists that will saturate any mail carrier’s route you wish.  The cards won’t have a regular street address on them – they will be addressed like this:

  1. Postal Customer
  2. Rural Route 55
  3. Somecity FL 30303

With a simplified address mailing we can get the same postage rates as regular saturation mailings.

In any saturation or simplified address mailing please keep in mind:

  • You cannot get the same discount if you mail First Class.  USPS only gives these special discounts for Standard Mail.  This means….
  • Your mail could take longer to be delivered if you’re used to mailing First Class.
  • You won’t get the undelivered cards returned to you with and Standard Mail.
  • You will be saturating everyone in an area.  Narrowing down your target market may be impractical or impossible.

So if you’re mailing with PostcardMania and you think a saturation mailing may work well for you, speak with your Sales and Marketing Consultant or your Mailing Services Representative and they’ll get you on the right track.

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July 12, 2010 at 9:00 am Leave a comment

Address Errors

If you provide a list for your mailing, you may notice you end up mailing less cards than you expected.

There are several things that may cause this.  You may have duplicate names and addresses in your list that we remove.  We may remove some people that have moved out of the area where you do business.  Or, most commonly, we simply removed addresses that aren’t valid.

We use CASS certified software to check the addresses in your list.  CASS stands for “Coding and Accuracy Support System.”  It is the system USPS uses to check addresses and our software is certified to perform these checks.

The Post Office keeps a record of all valid, deliverable addresses in the country.  Our list processing software keeps a database of these valid addresses and is updated regularly.  Each address in your mailing list is checked against that database and if a match cannot be found, the address is flagged as invalid.  If the street name is misspelled, if a portion of the address is missing, if the address is entered improperly in any way, it may be flagged as an address error.

As a matter of routine, we remove all address errors.  If the address is not recognized, we cannot claim the discounted postage rates for a card mailed to this address.  So you will pay a higher postage rate for a card that is less likely to be delivered.  Normally this is not wise.

There are, however, instances where it is sensible to mail to the address errors – so long as you have a valid city, state and zip.  (If the city, state and zip are incorrect there is exactly zero possibility the card will be delivered.)  If you are mailing to airports, hospitals or schools, for example, it may be worthwhile to mail your address errors.

Here’s the thing: if the city, state and zip are all correct the card will get into the hands of a mail clerk in the area where it needs to be delivered.  If that mail clerk and the mail carrier recognize the street address it may get delivered.  If the mail carrier sees “Clearwater Municipal Airport” in place of a street address, he/she will most likely know where to deliver it.  A street address with a slight misspelling may also get delivered, but it is certainly less likely than if the address is correct and valid.

If you mail with PostcardMania, we’ll normally remove the address errors from your list.  And we’ll note on your postage invoice how many of them we removed.  If you’d prefer to leave them in the list and mail them, you can let your Mailing Services Representative know and we’ll do exactly that for all addresses that have a valid city, state and zip.

July 6, 2010 at 10:00 am Leave a comment


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