Valassis Tests Direct Mail Coupons Through Advo

Share this content:
Valassis Communications Inc., a sales promotion company that offers coupons primarily through newspaper inserts, has joined forces with competitor Advo Inc. to distribute coupons through direct mail in seven markets around the country. The move intrigues analysts, who say the effort holds promise for both companies.

Valassis, Livonia, MI, dropped about 65,000 pieces in Seattle in December through the Mailbox Values system of direct mailer Advo Inc., Windsor, CT. The other markets in the test, which were added last month, are Jacksonville, FL; Memphis, TN; Fort Lauderdale, FL; Salt Lake City; Sacramento, CA; and Charleston, SC. In each case, Valassis is replacing its traditional Sunday newspaper inserts in about 15 percent of the market with the Advo mailings. The same coupons are being distributed through both channels.

"We're tracking the response to see how the mail works vs. the newspaper," said Kristin Connolly, product manager at Valassis.

She said the company scheduled 43 mailings for this year in those seven markets, and has not yet determined whether the program will continue into 2000. Connolly would not reveal the terms of the Advo agreement.

Advo reaches about 60 million households weekly in 120 markets nationwide with its Mailbox Values shared-mail program. The company primarily serves retail clients, while Valassis primarily serves packaged-goods manufacturers.

One analyst, who asked not to be identified, termed the test "very interesting" and said it appeared to use the complementary strengths of both companies -- Valassis's connections to packaged goods and Advo's expertise in direct-mail delivery.

Valassis, which handled the list-selection process and is tracking the response to the mailings, said it would be several months before it would be able to report any results.

In related news, Advo recently expanded its Advo National Network Extension program through an agreement with RFD Publications, which will distribute to some 263,000 residences in Hawaii through a weekly newspaper. The ANNE program is a collection of regional shared-mailing companies who deliver outside Advo's core markets. RFD, one of Hawaii's largest printing and publishing companies, also agreed to participate in Advo's "America's Looking For Its Missing Children" program, which distributes pictures of missing children to up to 79 million homes each week.

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above