Every direct mailer dreams of an easy, cost-effective way to increase the deliverability of their mail pieces. Is there really such a thing? You bet.

Slug it.

While the word “slugging” isn’t very pretty, it’s a great way to maximize the deliverability of your mail. Slugging means adding a generic alternative addressee to the delivery address section of your mail piece. What does that mean, and why would you want to do it?

Here’s an example. Say you send a mail piece to John Smith at 123 Oak Lane. Ideally, your mail will reach John Smith at that address. However, that’s not always the way things work out in the real world. Maybe John has moved out. Maybe your list has not been updated with accurate information. Maybe John is renting 123 Oak Lane to someone else. In any of these cases, your mail piece goes in the trash because the mail carrier knows that there is no John Smith to be found at 123 Oak Lane. Imagine that. Your marketing dollars being thrown in the trash.

You can avoid that problem altogether by letting Data Partners slug your mail with three little words: “Or Current Resident.” Having your mail piece read by someone is far preferable to having it read by no one. Adding a slug will ensure that your mail will get in front of a prospect who might just be ready to buy.

Data Partners can also customize your slug for a more targeted feel. The options are as broad as your imagination. Some examples are: “Valued Customer”; “Our Next Cable Subscriber”; “New Member of our Community.”

Contact a Data Partners representative today to learn more about how slugging can increase the deliverability of your next mail campaign.