The dilemma…to add “or current resident” or “or current occupant” to your direct mail piece …or not?
When you add “or current resident” under the name of the person you are mailing to you will allow the USPS to leave that mail piece at the address even if the person to whom it is addressed has moved.
The plus here is that your message still gets to someone at that address and the print & mailing costs are not wasted because the USPS has not returned the mail piece to the sender.
A Pizza Delivery Service giving a “buy one, get one free” offer may find this a perfectly acceptable marketing strategy because anyone in that household may respond to their offer.
The downside needs thinking about.
A cosmetic company for example offering a free consultation/sample of moisturizer for a mature skin will want to make sure that only females 50+ with income of 175+ are targeted as they are most likely to respond to their special personal offer.
Once you add “or current resident” your mail piece is no longer personal to the recipient.
You can no longer be sure that your targeted demographics will apply to the person at the address.
You cannot know which names have moved and you cannot update your customer list.
Your customer list is downgraded in terms of quality.
As a good quality customer list accounts for 50% of the success of a direct mail campaign, it pays to update & maintain it.
Are you thinking of using a Saturation Mailing List for your next marketing campaign because it could affect your ROI?
Things to think about in order to make your marketing decision:
A Saturation Mailing List is a list of every household on a USPS mail carrier’s route. It will only have the address.
You have probably seen mail in your own mail box addressed to “our Friends” or “Current Resident”. This is an impersonal way to communicate with potential customers.
So the big question is : “Are your products, services, promotions attractive to everyone?” They would need to be because you would be spending money mailing to everyone regardless of their demographics.
This may suite businesses like coupon companies who want to get their coupons out in front of everyone. A tutoring company or dental practice that catered to children ages 6-12 may find they need to target their potential customers more carefully so as not to waste valuable resources. They may want to make sure that the people they mail to have children in the appropriate age range and a family income able to support their services.
Advantages of Targeted Mailing
Ensures that your mailing only goes to your chosen demographics.
Addresses the person living at the address ‘personally’.
Results in lower costs per lead and less wasted postage and printing.
If you are a ‘Not For Profit Non Profit Organization’ you can apply to the USPS for a special postal rate. You can apply for this non profit postal discount using the USPS “Application to Mail at Non Profit Standard Mail Prices” and start saving on postal rates for all direct mailing.
Call Leadsplease for a Not For Profit Discount for email and direct mail marketing +1 866 306 8674