Renting a Mailing List? Walk This Way
MARCH 12, 2010:
Judy Matysik, Vice President of Client Services, Content & Design
If you're renting a list for a mailing to surrounding communities, ask about walk sequencing. It could save you hundreds – perhaps thousands – in postage.
What Is Walk Sequencing?
Walk sequence (also called enhanced carrier route) lists are sorted by the mailhouse according to the sequence the mail carrier follows on his or her delivery route. Because these mailings arrive at the post office and basically can be handed right over to the mail carrier, they are eligible for significant discounts (based on saturation rates).
What Is Eligible?
A mailing may be eligible for the saturation rate if 90% of the residential addresses on the carrier route are receiving the mailing. The pieces must meet addressing standards and be coded properly. Codes for walk sequencing are present on all resident/occupant rental mailing lists.
What Can You Save?
The average postage savings for Priority clients who use walk sequencing is more than $1,800; one client saved $4,900 on a mailing. There are additional charges for walk sequencing, which is why we recommend it only when the postage savings more than offset the costs.
When mailing to a concentrated area, walk sequence can help make sure that your custom publication is delivered in the most economical manner possible.
This blog post was originally published on the Priority Blog at priorityresults.com/blog. Priority Integrated Marketing is now BlueSpire Strategic Marketing.