Simplified Addressing for Businesses: Every Door Direct Mail

This year the US Post Office is offering an expansion of Simplified Addressing for businesses to mail saturation flat mailers within city routes. Previously, only government agencies could mail to city routes using the simplified ECRWSS format. The expectations from the postal service are that small businesses will be able to saturate their neighborhoods without the expense of data acquisition or addressing. This will work well if one has a broad demographic and a basic understanding of postal requirements for facing slips, entry procedures and protocol.

The down side for these businesses is that they will need to acquire a permit ($185) and pay the permit application fees ($185). If they are not a regular mailer, this is a major cost to absorb. They are also limited on how refined they can target their audience with a saturated mailer. For example: If a local insurance agent wishes to target RV owners, data is available for RV owners. To further refine the search…we may wish to target RV owners with modeled good credit ratings (much more desirable for insurance agents), or homeowners with RV’s – in an attempt to capture larger customer portfolios. The printing and mailing costs might be greatly reduced by only sending to the audience whom you wish to present to. By saturating the entire area – the same agent may lose focus of his intended audience due to responses from unqualified leads or less than prime targets. A personalized “one to one” mail-piece tailored to the individual will net greater response overall. We are talking about cost per response, NOT cost per piece. A mailing that costs the same, targets a more refined audience and triggers greater response is a much wiser investment for many marketers.

Simplified addressing works well for restaurants, ice cream shops, local service/repair shops, home maintenance businesses, etc. that might appeal to a vast majority of individuals within a route or neighborhood. Each business has a unique marketing need, and should have a well-planned and executed approach to meeting their budget and ROI requirements. Marketing is essential in these tough economic times, and intelligent marketing is the lifeblood of most any business. An experienced direct mail marketing partner who is familiar with the postal system and marketing trends is an investment that one should carefully consider. A marketing partner like CSG Direct.

The post office has also unveiled some great tools for establishing counts and finding routes and zip codes within given cities.

I hope you find peace in your mailing universe, and may your 2011 campaigns be successful.

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