In the digital era, direct mail still stands strong as an effective way to connect with your audience. However, ensuring that your mailers reach their destinations on time and within budget requires the right distribution strategy. Enter commingling and drop shipping—two powerful methods with unique advantages. The question is, which one is right for your campaign? Let’s dive in.
What Is Commingling?
Commingling involves consolidating mail from multiple sources, sorting it by ZIP code, and sending it to USPS facilities. This method leverages economies of scale to save costs and streamline logistics, making it a go-to choice for campaigns targeting diverse geographic regions.
- Lower Postage Rates: By combining your mail with others, you qualify for bulk discounts—even for small campaigns.
- Faster Delivery: Commingling pre-sorts mail by ZIP code, reducing USPS handling time and speeding up delivery.
- Simplified Logistics: Providers handle sorting, bundling, and transportation, freeing you to focus on crafting impactful campaigns.
- Flexibility for Diverse Campaigns: Perfect for businesses with widely dispersed audiences across multiple ZIP codes.
- Improved Address Accuracy: Address validation services reduce undeliverable mail and waste, ensuring better ROI.
- Eco-Friendly Practices: Consolidated shipments mean fewer trips and reduced environmental impact—ideal for sustainability-focused brands.
What Is Drop Shipping?
Drop shipping is a method where large volumes of mail are delivered directly to USPS facilities (e.g., SCF, NDC, or DDU) near the recipients. This approach prioritizes precision, cost savings, and control over delivery schedules.
- Maximum Postage Savings: Drop shipping eliminates intermediary steps by delivering directly to destination entry points, unlocking the lowest USPS rates.
- Precise Delivery Timing: Ideal for time-sensitive campaigns like holiday promotions or event invitations, where timing is everything.
- Cost-Effective for Large Campaigns: Freight coordination makes this approach highly efficient for regional campaigns with high mail volumes.
- Regional Targeting: Perfect for campaigns focused on specific areas, maximizing local engagement.
Commingling vs. Drop Shipping: Key Differences
|
Aspect |
Commingling |
Drop Ship Entry |
|
Mail Volume |
Best for smaller to medium-sized mailings. |
Best for high-volume mailings with full truckloads. |
|
Postage Savings |
Significant savings for diverse ZIP codes. |
Maximum savings for large regional shipments. |
|
Logistics Complexity |
Simple—managed by the commingling provider. |
More complex—requires coordination of freight. |
|
Delivery Speed |
Faster for smaller campaigns; no freight delays. |
Optimized for time-sensitive, regional campaigns. |
|
Addressing Flexibility |
Ideal for mixed ZIP codes across regions. |
Ideal for dense mailings in specific regions. |
How to Choose the Right Method?
Selecting the best approach depends on your campaign’s size, goals, and audience distribution. Here’s a quick guide:
Choose Commingling If:
- You have smaller, geographically dispersed mailings.
- You want an eco-friendly, cost-effective solution.
- You prefer a hands-off logistics process.
Example of commingling success: A nonprofit organization running a nationwide fundraiser sent out 10,000 donation request letters. By commingling, they reduced postage costs by 30% while ensuring timely delivery.
Choose Drop Shipping If:
- Your campaign involves large mail volumes in specific regions.
- Timing is critical, and precise delivery schedules matter.
- You want maximum savings for dense local markets.
Example of Drop Shipping Success: A national retail chain opening stores in three states used drop shipping to deliver promotional flyers directly to USPS facilities near the target areas. This ensured delivery within a 3-day window, maximizing store launch attendance.
FAQs
Q: What’s the minimum volume for drop shipping?
A: Typically, drop shipping is cost-effective for campaigns exceeding 10,000 pieces in a concentrated region.
Q: Can I combine both methods?
A: Absolutely! Some businesses use commingling for national campaigns and drop shipping for regional efforts.
Q: How does address validation work in commingling?
A: Advanced software ensures all addresses are verified before mailing, reducing waste and improving accuracy.
Final Thoughts
Both commingling and drop shipping are excellent tools for direct mail campaigns, each tailored to specific needs. By understanding their unique benefits, you can choose the approach that aligns with your goals, ensuring maximum impact and ROI.
Need help deciding? Our team of direct mail experts is here to guide you. Contact us today to create a winning strategy for your next campaign!
