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Saturation Mailing Lists

carrier route imageA saturation mailing list means that you are mailing at least 90% of the addresses on a given mail carrier route. A saturation mailing list is not the same as a zip code mailing. These two lists are often confused for one another. A zip code mailing is when you mail every address in a given zip code. So a saturation list, perhaps better understood then as a carrier route mailing, is, or at least can be a sub segment of a zip code mailing. 

When to do a Saturation Mailing

At Mail King we are big fans of utilizing the vast amounts of data available to run powerful and effective direct mail campaigns. Targeted data (as opposed to saturation) minimizes waste, thus saving you money, and so increasing your campaign ROI drastically. However, in some cases, saturation mailings, or every door direct mail type programs, are the way to go. In reality it all comes down to the numbers.

  • PRO: Using a saturation mailing list means you qualify for saturation postage. That's a good thing! This postage class of mail is about 9 cents cheaper than a highly targeted mailing.
  • CON: If all the addresses mailed are do not meet the criteria to be your customer then you have waste. That's a bad thing!

So, it's all about ROI? Right! Well, the last part of that equation is "Investment" So if your target market represents a large enough percentage of a carrier route in order that the savings on postage is greater than the waste on bad addresses then it a go! If not, then go with the targeted mailing list. You will end up paying more in postage per piece, but less overall, plus you know that everyone who gets your mailer is prequalified to be one of your best customers (aka no waste!).  

Typical types of businesses that are a good fit for saturation mailings, also known as, every door direct mail (EDDM)

  • Restaurants
  • Dry cleaners
  • Hair salons
  • Nail salons
  • Automotive shops
  • Most fitness centers (ie..cross fit gym or boxing club not a good fit)
  • Tax accountants
  • Dentists
  • Urgent care
  • Banks
  • Chiropractors
  • Insurance
  • Real Estate
  • Many types of retail though this is on a case by case basis depending on what you sell. 
  • Recreation (golf, bowling, fun parks, dance classes, sports teams, theaters, etc..)


eddm ever door direct mailEDDM, aka "every door direct mail"

Every door direct mail has made saturation by carrier route mailings very popular recently. In reality, this type of mailing has been around for a long time with direct mail house companies like Mail King. In fact, when you work with a company like Mail King, you will actually be able to get cheaper postage rates then you can with the EDDM (every door direct mail), program available to small business owners. And that is not the least of it. Other benefits of working with a mail house on your every door direct mail campaign (EDDM) instead of doing it yourself include:

  • Cheaper printing (money saver)
  • Save on shipping the printed pieces to your place (money saver)
  • No limitations on the quantity you can mail each day (strategic benefit)
  • You don't have to bundle (time saver)
  • You don't have to drive it down to the post office (time saver)
  • We can do every door direct mail (EDDM) anywhere in the country for you (huge strategic benefit)


Does a saturation mailing, or every door direct mail, sound like a good fit for your business? Have some questions? Wanted to get started? Either way, contact Mail King today to discuss your business needs and we will steer you in the right direction. Click on the button below to get a direct mail quote now or simply call us at (916) 296-0545.

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