When Not To Mail

So according to the US Postal Service (USPS) "98% of consumers bring in their mail the day it is delivered with 77% then sorting through it immediately." Now, taking this statistic into consideration, what business is not going to use direct mail? When you target the right people at the right time with the right offers, you can gain so much awareness for yourself. To be successful in direct mailing campaign doesn't take much but it does require some brainstorming and planning.

As your mailers hit mailboxes and your customers receive them, it's pretty likely to say that they are seeing your advertisement, according to the above statistic from the USPS. Because the Every Door Direct Mail (EDDM) Program from the USPS includes everyone in the US that has a mailbox, you're sure to be able to reach the customers you want. This offers the widest range for distribution. This makes your campaign limitless in the US, you can target almost anyone!

The timing for your mailing campaign is very important. There are a few times of the year that direct mailing is not recommended. Directly before or after a holiday (especially in the event of a long weekend) many people are either leaving to go out of town or coming back and getting settled back in. If you want your mailer to be received and catch the most visibility, mail your pieces the week after the holiday is over. This gives your recipients time to settle back into the groove of their routine and your direct mail piece will gain more eyes.

This also eliminates the question of "Did they see my piece?" As people settle back in and go through the mail that was delivered while they were away, depending on how long they were gone, it can definitely be overwhelming. You want to avoid catching tired eyes, your mailer should come a few days after so you can gain their full attention focused on your piece.

This program is perfect to gain awareness of your business and your offers. When you are offered such a broad range of people to directly market to, there are so many chances for you to gain attention. Mailing post holiday, you can catch all the eyes that are available to you without getting lost in the sea of "while you were out" mail!