Targeted vs Saturation

Corey "The Mailman" Lassiter
When using direct mail do you use more so Targeted (database or otherwise) or Saturation? Which works the best?
Clint Jones
Saturation. It is cheaper and it takes the guess work out of figuring out who is in the market and who isn't. If we do target, it is our own data base.
Zach Janes
As technology continues to develop and big data on consumer behavior and shopping journeys becomes more robust and available, I think there's a new category continuing to develop which could possibly be described as targeted saturation (to continue with the terminology in your question). It's targeted because the list is only comprised of in-market shoppers based on the desired market segments a dealership wants/needs, and the creative executions are specific to each shoppers needs and stage of their shopping journey. It's saturation on a much smaller scale than what most dealerships are used to (a few thousand highly targeted mail pieces vs tens of thousands generic saturation pieces) because materials go out to recipients who aren't in a dealerships database. Cost per piece for targeted database or conquest mailers may be a little higher vs saturation but the payoff is a higher number of leads and sales that end up with a lower cost per lead and lower cost per sale vs saturation.

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