Winter Catalogs: When to Use Direct Mail
Direct mail allows bookstores to send catalogs to specific zip codes and mail carrier routes. It can be very effective at reaching new customers beyond the store's usual customer base and social media following. It is also a good way to expand a store's reach into new areas and markets.
Use Direct Mail to reach a new market or to announce the opening of a new store.
Stores work with the Regional Associations Marketing Partnership (RAMP) to fine-tune where they want to place their direct mail efforts. Although it can be applied to an entire zip code, it's more common to use a more targeted approach: for example, by choosing an area with a new housing development within easy driving distance, or a neighborhood along the same bus or subway route as the store. Or an area within a school district that the bookstore has ties to. Bookstores that have recently moved or opened a new location can use direct mail to introduce themselves to their new neighborhood.
What does it cost?
Stores receive up to 5000 catalogs free of charge, which can be used in direct mailing. But direct mail promotions also require imprinting ($110 flat fee), and the store pays for postage ($0.22 per catalog). So the math looks something like this:
1000 catalogs: $0.00
imprinting fee: $110.00
postage for 1000 catalogs: (1000x0.22): $220
Total promotion cost: $330.00
Independent businesses have to make every penny count, which is why if you select direct mail with your catalog order, RAMP will help you choose a coverage area that is both within your budget and maximizes your reach.
Use your imprint space wisely
Savvy bookstores will add coupons and QR codes to their imprint area to help track how well their catalog campaign performs. A coupon will bring new customers into your store. A QR code linked to your digital catalog will capture sales from people who prefer to shop online.
The deadline to start a direct mail order is June 1. The earlier you start, the more time you have to work on a mailing strategy that will work best for your bookstore.