Consumer Mailing List Deliverability

Posted on 2011-10-12 by Jenny

Deliverability

Deliverability is the percentage of mail pieces that you can expect to get delivered.

  • What deliverability can I expect?
    • Consumer Mailing Lists – 95+% Deliverability Guarantee.
    • You can expect this highdeliverability rate when you mail your campaign within 30 days of purchasing your mailing list and address your mail correctly.
    • If you have any questions about how to address your mail correctly, we suggest visiting theUSPS Addressing Tips & Toolssection of the USPS website.
  • Why won’t 100% of my mail get delivered? Why should I expect some returned mail pieces?
    • Although we perform extensive tests to ensure the highest quality data possible, there will always be a small number of undeliverable mail pieces/returned mail for various reasons that are out of our control:
      • Millions of Consumers and Businesses move every month, and if they don’t provide a forwarding address to the USPS, their mail cannot not be forwarded and will get returned to the sender.
      • Postal inaccuracies.
      • If a house is vacant, the postman is not allowed to deliver the mail and the mail will be returned to the sender.
    • “Or Current Resident" and "Or Current Occupant"
      • You can increase deliverability by adding the words ‘Or Current Resident’ to a Consumer mailing address and ‘Or Current Occupant’ to a Business mailing address. Ifa person or business has movedlocation, your mail will get delivered to the current resident/occupant.

Response

  • How do I get the best response rate from my mailing?
    • A quality mailing list is definitely one of the first steps in building a successful direct mail campaign; but the overall response rate that you can expect from your mailing, ultimately depends on a combination of elements:
      • Quality List
      • Design
      • Copy
      • ‘Call to Action’
      • Offer or Discount
      • Images
      • Personalization
      • Honesty
      • Timing
      • Repetition
  • What response rate can I expect from my mailing?
    • According to the DMA (Direct Marketing Association), you can expect to see anywhere between 1-9% response rate from direct mail. Of course, a successful direct mail campaign, as you read above, relies on a variety of factors, so every campaign will have a different response rate.
  • How do I know if my mailing was a success?
    • Every mailing has a different goal, so as long as you see the results that you were looking for you can declare your direct mailing a success. Some obvious benefits and attainable goals for a direct mail campaign are:
      • Finding and gaining new customers
      • Increasing sales
      • Building brand awareness
    • Gaining 1 new customer can often make an entire mailing a success – especially if this 1 customer becomes a loyal, repeat, life-long customer that purchases again and again.
    • So remember, it’s not always just about gaining immediate short-term sales , it’s about building your customer base and getting them to come back again and again.

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