Sub-ZIP Code Geographic Targeting: How Much Can You Save Your Clients on Mail Costs?
By Zephyr Sherwin

For most service providers in the direct marketing industry, geographic targeting has come to mean picking a few SCFs or ZIP Codes to mail to. This is fine for large areas or markets where geography isn't very important. But when geographic location is critical for response, you might be able to save them considerable money by geotargeting within or across ZIP Codes.

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