What are the advantages of using direct mail advertising? Direct mail can be highly effective in generating leads and sales from highly targeted lists.
Continue readingThe EDDM Myth
The EDDM Myth

Higher Costs of EDDM vs. Saturation Mailing
EDDM Mails to Bad Addresses
Have you ever wondered why EDDM counts are higher than a normal Saturation mailing? It’s because you are sending to records that should have been removed. Vacancies, do not mails, and excessive drops have all been removed from regular occupant files. Every “extra” EDDM address–often as high as 10% of the list–is a waste of postage and printing.
EDDM Does Not Allow Removals
To qualify for Saturation rates, you only need to mail to 75% of all addresses in a CRRT or 90% of all Residential addresses–whichever count is lower. So why blanket your mailings to every address? With standard occupant data, we have all sorts of removal options that allow clients to optimize their mailings, while maintaining the best possible rates. Here are three great choices
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Saturation Record Filters:
This allows you to trim a list to the count you want. For example, if you have 11,748 records and only want to mail to 10,000 of them, you can select to remove certain types of records (trailers, apartments, PO Boxes, businesses), or you can trim by lowest income CRRTs first. This gives you a “smart” way to remove those records. -
Penetration Indexing:
By analyzing your existing customer list and looking for areas you’re already successful, we can effectively target areas that contain “look-a-like” consumers that are more likely to respond to your offers.
EDDM Has Lower Response Rates:
Time and time again, we’ve had new customers come to us because EDDM just performs poorly when compared to normal Saturation mailings.
- The postal carrier, sometimes, packages all EDDM pieces together, so EDDM mailings become less of a standalone mail piece.
- EDDM mails to extraneous addresses that normal Saturation mailings would skip thus reducing the overall results.
But What’s the ROI Difference?
- The average cost to address a postcard: .004
- The average cost to purchase a mailing list: .007
- Postal savings will be .001 to 2.3 cents.
- Delivery savings will be .002 to .004, since only SCF is needed for letter Saturation mailings.
- You save 3% to 10% on wasted mail pieces: vacancies, do not mail addresses, and excessive drops (1 to 3 cents).
"Smart" Saturation Mail Costs Less Than EDDM!
All of this shows that saturation mailing generally ends up costing less than EDDM overall. Additional benefits of saturation include narrowing your list selections on a household level (through Saturation Record Filters, Penetration Indexing or Response Boosters) and Saturation mailings typically perform better.
EDDM® & Full Service Mailing Guide | |||
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Tasks to complete in Preparing Mailing | USPS Every Door Direct Mail® (EDDM) Retail Steps | USPS Every Door Direct Mail® (EDDM) Commercial | Full Service Mail Program One-Stop Solution |
Design Your Piece | Spectrum Handles | Spectrum Handles | Let Us Do it All for You! Design, Print, Mail Prep, Trucking, and Postage. PLUS: With Spectrum's Saturation Mail Program:
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Print Your Piece | Spectrum Handles | Spectrum Handles | |
Truck Your Piece to Location | Spectrum Handles | Spectrum Handles | |
Pick a Maximum of 5k Homes | Do-It-Yourself | No Maximum Spectrum Handles | |
Go to USPS.com to select routesbased on 5-Mile Radius | Do-It-Yourself | Spectrum Handles | |
Count Mailing in Bundles of 5 and band two ways | Do-It-Yourself | Spectrum Handles | |
Print Facing Slips and apply one per each 50 piece bundle | Do-It-Yourself | Spectrum Handles | |
Drive to each Post Office and pay on-site for the mailing | Do-It-Yourself | Spectrum Handles |
The Key Takeaway
Less, Waste, Better Campaign ROI!
You will typically get a better ROI with our “Smart” Saturation Mailings Program. While from a pure numbers standpoint, Saturation Mailings tend to beat out EDDM even with their “free data”, but there are other reasons other mail vendors might prefer to use EDDM.
Many mail and print providers don’t have the capability to ink-jet addresses or turn around EDDM jobs rapidly making it difficult to deliver on time. Many also don’t have the knowledge, capability, or expertise to execute them properly.
So if you use EDDM often, think about whether it is the right choice for your marketing campaigns – you may be wasting resources!
Not sure? Spectrum will do a free marketing analysis to help you to determine which targeted mailing list option is best for you.
Spectrum has the data technology, expertise, and mail formats to execute higher ROI campaigns using “smart” saturation mailings.
What are the advantages of using direct mail Advertising?
What are the advantages of using direct mail advertising? Direct mail has the highest response rates, is more trusted, tangible, more memorable, unavoidable, is not blocked by privacy walls, cuts through digital fatigue, allows for more creative design, is easily targeted, and has the best ROI in marketing.
Continue reading10 Strategies for Successful Holiday Direct Mail Marketing
10 Strategies for Successful Holiday Direct Mail Marketing
It's 2022 and people are starting EVEN EARLIER than usual!
For the first time in history, holiday sales are predicted to rise above 1 TRILLION DOLLARS in the US this year! Are you prepared?
Capitalize on the busiest shopping time of year by increasing your marketing efforts this holiday season. The earlier you get your message out to consumers the better your chances are of attracting new consumers and loyal customers to your business.
You’ll give your business a boost for the following year as well. Capture their attention with a carefully planned and executed holiday direct mail marketing campaign. Let’s take a look at ten easy things you can do to improve your marketing campaigns this holiday season.
1. Use Oversized Direct Mail
Help divert consumers attention to your message and offers
77 percent of consumers sort through their physical mail as soon as they get it.

2. Use House Lists To Improve Response
Increase your ROI by sending mail to your current customers
You spend less money getting a customer to return than trying to convert a consumer into a new customer.
3. Incentivize With Offers & Gift Cards
Give them an incentive to shop with your business
Part of what makes direct mail so fantastically appealing to marketers is that it gives them the potential for multiple impressions compared to email. If your message is compelling, and your gift card and/or offers are highly enticing, then it’s possible that your customers will put a gift card in their wallet, leave it on their kitchen counter or put it on their fridge.
Your customers might not go running out to use them right away. However, if they’re interested they will keep your mail piece in their home instead of throwing it away. Essentially, you have given them a constant reminder of your business. There are plenty of different types of direct mail you can improve with offers.

4. Don’t Neglect The After Season Shopping
Consumers will still be purchasing after the season is over
New customers given gift cards by relatives can be turned into loyal, returning customers with the right in-store experience. Focus on customer service during the week between Christmas and New Years.
5. Lift Response With Spectrum’s Easy Omni-Channel Solution
Spectrum Mail Plus integrates your mail with online channels

Increase your average marketing campaign RESULTS by 23-46%
Most sales are made between the 8th and 12th impression! Perfect to hype holiday sale events and promotions!
6. Combine Direct Mail And Email
Give your holiday campaign a lift

Remind them with social media ads
Social media users spend around 50 minutes per day looking at content.
7. Reward Loyal Customers
Making a customer feel appreciated is a fantastic way to keep them coming back

8. Start Early
The more time your marketing message spends with consumers the better
Just because you’re prepared doesn’t always mean your customer is
Starting early gives your marketing message more time to sit with your customers. Sending them one piece of direct mail is rarely enough to get them to buy, especially long-term.
9. Convey Emotion
Consumers respond well to emotion so show a little in your collateral

10. Send A Thank You Card
With no agenda and no pressure show gratitude towards your customer so you’re the first place they shop

Thank your customers and show your gratitude for them. It will go a long way when you’re ready to hit them with the offers and sales.
So What Is The Best Holiday Direct Mail Marketing Strategy?
There is no one tip on this list that’s going to significantly boost your marketing campaign beyond all others. However, the combination of all of these strategies is sure to help you succeed. Using all of these tips will help create a campaign that really speaks to your customers on a personal level. It will also make you more memorable during this highly competitive time of year.
Send early, send often, and stand out!
The takeaway here with holiday direct mail marketing is to be the first on customers mind. So send early and send often! Make sure when your customer sees your message throughout multiple channels that it’s consistent, includes special offers, conveys emotion, and also stands out. Making sure you touch on these main points is key to a successful holiday marketing campaign.
We’re here to help.
Whether you are current client or new to direct marketing, our marketing experts, experienced in your specific industry, will help you utilize these tips to create the perfect holiday direct mail marketing campaign.
Direct Mail Meets Consumer Coupon Demand
Direct Mail has always used coupons effectively to drive action. But in the current market, it’s more critical than ever to get them in hands of deal-hungry consumers who are demanding better deals, special savings offers, and incentives.
Continue readingDirect Mail Response Rate Report 2021
The Association of National Advertisers (ANA) has released its long awaited 2021 Response Rate Report (membership required) that once again reinforces direct mail ROI as the highest of all channels they studied. Once again proving direct mail is the most effective marketing solution.
Continue readingMeasuring Direct Mail ROI
Measuring the return on investment (ROI) for direct mail marketing helps you to evaluate the success of the campaign.
Continue readingUSPS Informed Delivery from Spectrum
Direct Mail With Informed Delivery® By USPS®

What Is Informed Delivery® Email Service?
SEE WHAT’S COMING IN THE MAIL
Users can also view their incoming mail by using the free USPS Informed Delivery App anytime, anywhere on your phone or tablet.
ADD DIGITAL TO DIRECT MAIL

How Does Informed Delivery® Work For Consumers?
- Consumer signs up for Informed Delivery® on USPS.com.
- Mail is scanned at the USPS sectional facility producing an image during processing.
- Images are matched to delivery points and mailer interactive campaigns are applied.
- User receives mail piece images via Informed Delivery® daily email.
- User receives physical mail pieces in their mailbox.


What Value Do Informed Delivery® Campaigns Add?
INFORMED DELIVERY® CAN HELP BUSINESSES INCREASE THE REACH OF THEIR MARKETING CAMPAIGN THROUGH A SYNCHRONIZED PHYSICAL AND DIGITAL TOUCHPOINT.
- Great Open Rates – 61% of subscribers open their daily Informed Delivery® email
- Know exactly how many people are checking their mail digitally
- Increase Interaction – And impressions by adding a digital ride along advertising image to your grey scale mail piece scan
- Increase Website Traffic – The ride along advertisement provides a link to your campaign page before the mailer hits homes.
- More Bang for Your Buck! – Potentially increase ROI with additional impressions and clicks lead to sales!
- Increase Brand Recognition – Each view adds to your overall brand recollection.
- Encourage Faster Consumer Responses – Ads with offers, interactive content, and a clear call-to-action related to mail piece.
- Additional Campaign Performance & Data Insights – Further optimize your marketing spend.

Informed Delivery® Subscriber Statistics
Over 52 Million Subscribers And Counting
Signups Increasing By 18% Year Over Year Growth
66% Of People Open Their Alerts/Emails Daily
Informed Delivery Has An Average Click Through Rate Of 1.01%

Updated January, 2023

Got A New Mover Direct Mail Campaign?
One of the main USPS marketing techniques for promoting ID to consumers is through change of address processing. When a consumer files a change of address they just need to check a box to add Informed Delivery®. This is a main reason for how the subscriber numbers are growing so quickly.
Add Informed Delivery® To Any Direct Mail Campaign For Only $149!
SPECTRUM IS HERE TO HELP
People are in their homes and have more time to read and look forward to receiving their mail more than ever. Now is a great time to market to them! Reach your target audience with one of Spectrum’s direct mail marketing solutions. Spectrum Mail Plus, our digital enhancement to direct mail, is a cost-effective omni-channel direct mail centric marketing program that integrates your mailing list with online ads for increased response. Informed Delivery is one of the integrated services as well. Contact us and we’ll help you determine the ideal marketing solution for your business
Business NH Magazine – Ranked #42
Business NH Top 100 Private Companies List

The Fastest Growing Companies on the Private 100
Business NH compiled the fastest growing top 100 companies in New Hampshire and in 2021 Spectrum Marketing Companies was ranked #42 among the top 100.

Direct Mail Marketing Strategies & Statistics for Black Friday Promotions
Direct Mail Marketing Strategies for Black Friday Promotions

One of the Biggest Shopping Days of the Year
The day after Thanksgiving, also known as Black Friday, kicks off one of the biggest shopping days of the holiday season.
Between the coronavirus, increased adoption in online shopping, supply chain woes and several retail giants choosing to remain closed on Thanksgiving, retailers didn’t know what to expect during the five major online shopping days between Thanksgiving and Cyber Monday. While the Cyber 5 period looked much different than previous years, thankfully, that didn’t put a damper on spending. According to Adobe Analytics, online sales totaled a record $34.36 billion, up from $28.49 billion for the same period in 2019. ***
November and December make up 20% to 40% of annual sales for small to medium-sized businesses so make sure you are optimizing your ad spend. If you choose not to run a cohesive Black Friday direct mail marketing campaign, you could miss a large percentage of annual sales.
Put Your Best Offers in Customers Hands!
Create Even More Impact with One of Spectrum’s Eye-Catching Black Friday Direct Mail Solutions!

Leverage Spectrum’s Cross-Media Direct Marketing Solutions to Lift Your Campaign’s Response!
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Spectrum MailPlus Direct to Digital Solutions: Increase marketing response 23-46% with direct mail to digital omni-channel advertising
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Email Marketing: Our designers will convert your Black Friday direct mail piece to a responsive email that will capture the attention it deserves.
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IP Targeting/Banner Ads: Target Black Friday customers and prospects before, during, and even after your Black Friday direct mail campaign drops. Direct them to your website or landing page and present your offer(s).
- Social Media Advertising: Gain even more traction by engaging with your target audience on Facebook and Twitter.