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The little known “recession buster” strategy


Aug. 6, 2008, Calif. – Melissa Data, a developer of data quality and mailing preparation solutions, is arming local businesses with a strategy they can use to reach out to likely customers with direct mail – even during tough economic times. 

Aug. 6, 2008, Calif. – Melissa Data, a developer of data quality and
mailing preparation solutions, is arming local businesses with a
strategy they can use to reach out to likely customers with direct mail
– even during tough economic times.  The strategy is called “saturation
mailing” and it works by “saturating” a direct mail message within a
localized area (i.e. a radius from your business, a ZIP Code™, city or
county) by reaching the majority of households and/or businesses in a
postal carrier route.  It is an ideal way for local businesses to
promote grand openings and special events, establish their brand, and
increase walk-in traffic.  And, because saturation mailings are so easy
for the Post Office™ to process, they pass the savings onto the mailer
– saving 20-25-percent off the cost of Standard Mail® or about $.05 per
mail piece delivered.

“An economic downturn like we are experiencing now actually provides an
opportunity for businesses to build greater market share by taking
advantage of new buying concerns, projecting a stable image, and
dominating the field when the competition is silent,” said John Hull,
vice president of List Sales for Melissa Data.  “And a saturation
mailing is the perfect vehicle for local businesses – it’s a very
cost-effective way to market to your best customers – your neighbors.”

The key requirement to qualify for a saturation mail discount is that
the mailing must be sorted in “Walk Sequence” order – the actual
sequence the postal carrier will deliver the mail while walking his/her
route.  Sorting the mailing in “walk sequence” order saves the Post
Office™ time and effort spent sorting, coding and processing that mail.

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“Many people assume a saturation mailing is complicated because of the Walk
Sequence requirement and decide just to mail at the much higher
First-Class™ or Standard rates,” Hull remarked. “But it’s really very
easy to do a saturation mailing. Many list providers offer these
mailing lists, called Saturation or Occupant lists, presorted in Walk
Sequence order.  When a customer buys one of these lists they don’t
have to worry about a thing.”