boxholder

A boxholder is a term used in direct mail marketing to refer to a resident or business at a specific postal address that receives unsolicited mail. This type of mail is typically addressed to "Current Resident" or "Occupant" rather than a specific name. This allows marketers to reach everyone at a particular address without the need for a personalized mailing list.

The primary purpose of targeting boxholders is to achieve broad reach within a geographic area. This method is often employed for promotions, advertisements, coupons, and informational flyers that are intended for a wide audience. By sending mail to every boxholder, companies can ensure that their message is delivered to a significant number of potential customers within a designated delivery zone.

This mailing strategy is cost-effective for businesses because it eliminates the expense and effort associated with acquiring and maintaining detailed customer lists. Postal services often offer specific rates for boxholder mailings, further reducing the overall cost of a direct mail campaign. While not personalized, boxholder mailings can still be effective in generating awareness and driving traffic or sales for local businesses or events. It's a common practice in many countries for delivering local advertisements and community information.