We are often asked, “What is shared mail? Isn’t it just another form of direct mail?” Shared mail is direct mail, with one important distinction. Because shared mail is a mailed package of multiple advertisers who share in the cost, it is much less expensive and more cost effective than traditional solo direct mail, as well as many other advertising tactics, often costing just pennies per mailed household for design, printing, and distribution combined. By reducing your total cost of advertising, shared mail helps increase return on your advertising investment. This makes it a great fit for marketers looking to create an optimal, omnichannel marketing mix to drive traffic and sales.
Shared mail offers advertisers:
What Makes Up a Shared Mail Package?
The Mspark shared mail package is made up of several different types of solutions to fit any need and budget.
If you already have a direct mail piece designed and printed, we can put your business in our shared direct mail package as well, which will save you money when compared to other advertising options.
Better Targeting Provides Better Results
Along with product options to fit your needs, shared mail offers you the ability to target your best customers, which makes it a great tool for retention and expansion of existing customers. And when you utilize your own data to create a mailing profile, response rates increase by as much as 76%!
But don’t worry if you don’t have your own mailing list or database. Our Consumer Analytics team brings together many types of data to create a much more insightful view of your customers than a geography-based mailing list. They create a mailing profile that tells you who your best customers are, where they live, what they like, and where you can find prospects that most resemble your customers. When we put all of that data together, we give your message the best chance possible to be seen by the right customers at the right time. Learn more about our data analysis capabilities here.
Depending on the piece type you choose to mail, we can saturate a Wrap zone (a set of contiguous zip codes), target specific zip codes, split up a zip code, target a carrier route (a carrier route is defined as a group of addresses that a mail carrier can deliver to in a single day) and even target messaging at the household level.
Power Up Your Marketing Mix with Print
Adding a direct mail component to your marketing mix gives you a powerful tool to help achieve your goals. In fact, engagement with the mailbox is at an all-time high:
In a multi-channel world, integrated approaches that include multiple media touchpoints to reach consumers drive response. Anchoring your media mix with print will provide the highest increase in purchase intent.
By partnering with Mspark, you leverage direct mail experts who are familiar with your industry and needs. We offer full service: data analytics, design, print, postage, delivery, and reporting, as well as a variety of solutions to fit your budget and goals. Learn more about the benefits of working with Mspark here and see some recent case studies here for inspiration. Reach out to discuss your goals and how shared direct mail can help you power up your marketing mix today!
Sources: USPS Consumer Mail Moments, Spring 2020, Millward Brown Print Campaign Analysis, Valassis Purse String Survey, June 2018