Shared mail, also known as cooperative direct mail or saturation mail, is a type of direct mail advertising that involves combining multiple advertisements into one mailing piece, such as a catalog, coupon book, or flyer. This type of marketing has become increasingly popular in recent years, and for good reason. Here are a few reasons why shared mail can be an effective marketing strategy:

1. Cost-effective – One of the biggest advantages of shared mail is its cost-effectiveness. By combining multiple advertisements into one mailing piece, the cost of printing and postage is spread among several businesses, making it more affordable for each advertiser. This is especially beneficial for small businesses with limited marketing budgets.
2. Reach a Large Audience – Shared mailings are typically sent to a large and diverse group of recipients, allowing advertisers to reach a broad audience that they may not be able to reach through other marketing channels.
3. Targeted Marketing – While shared mail reaches a large audience, it can also be targeted to specific demographics, such as households with a certain income level or a particular geographic area. This allows advertisers to focus their marketing efforts on the people most likely to be interested in their products or services.
4. Increased Exposure – Shared mailings often include multiple advertisements, which can increase exposure and credibility for your business. By appearing alongside other reputable businesses in a shared mailing piece, your business can benefit from the association and increase its chances of being noticed by potential customers.
5. Measurable Results – Shared mail is a trackable form of marketing, allowing advertisers to measure the success of their efforts. This can be done by including a unique offer or code in the advertisement that can be redeemed, allowing advertisers to quantify the results and make improvements in future campaigns.

In conclusion, shared mail is an effective marketing strategy that offers a cost-effective way to reach a large audience, target specific demographics, increase exposure, and measure results. Whether you’re a small business looking to expand your reach or a larger business looking to complement your existing marketing efforts, shared mail is a valuable tool that should not be overlooked.