Money Mailer Launches Targeted Co-op Envelopes for New Families
Both the Just For Families cooperative envelope, targeting young families, and the Exclusively Yours envelope, targeting affluent adults, are scheduled to debut next week in San Francisco and Las Vegas, with a national roll-out to follow.
The envelopes will include a mix of national and local advertisers, and will reach about 1 million households in the San Francisco market and about 150,000 in Las Vegas. Plans call for the mailers to go out nine times per year once the program is introduced at the national level.
The new targeting program, called the Selected Audience System, is designed to zero in on consumptive households within certain zip codes. The new mailers join another targeted program Money Mailer launched a few years ago, called Home at Last, which is sent to about 500,000 new movers each month.
To encourage consumer readership and redemption, Money Mailer is staging promotions with local radio and TV stations and sweepstakes-like promotions with advertisers. In exchange for exposure on envelopes and coupons, broadcast stations in Las Vegas and San Francisco have agreed to provide extensive on-air promotion, prizes and Web-site exposure. In addition, consumers will be able to enter sweepstakes by filling out coupons and redeeming them.
Other consumer segments also are being considered for possible targeted mailings, according to Clarke Beauchamp, senior vice president of sales and marketing at Money Mailer.
"We have a sense of some of the other categories that might have some appeal to advertisers, based on our research," he said.
The new mailers will retain the Money Mailer brand on the envelope, he said. Money Mailer's core product, a cooperative mail envelope mailed to all the households within specific areas about every eight weeks, is handled by a network of about 250 franchisees operating in 35 states. It reaches about 14 million unduplicated homes annually.