Direct mail is still one of the most reliable ways to reach households, but not every campaign needs the cost and complexity of a solo send. Shared mail gives local businesses a way to stay visible without pushing their budget to the limit. It’s practical, affordable, and built for real-world marketing needs. For many advertisers, it’s the option that delivers the most impact for the money.
Here is why shared mail can often do more for your business than a solo campaign.
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Local businesses want reliable marketing that works without draining the budget. Solo direct mail can be powerful, but it also comes with higher costs. Shared mail delivers strong visibility at a much lower price. For many local advertisers, it becomes the smarter choice when trying to reach your target market. Here are a few reasons why shared mail can outperform solo campaigns.
Solo mail requires one business to cover the entire cost of design, printing, and postage. Shared mail splits the postage cost across multiple advertisers. This lower cost gives businesses more room in their marketing budget. You can run more campaigns through the year, align with promotions, or test different offers without exhausting your budget.
Shared mail doesn’t mean spraying and praying. Mailbox Merchants uses tools like Zip Code targeting, proximity data, and historical response information to reach the areas most likely to engage. A small service business can focus on neighborhoods near its storefront. A regional brand can cover entire markets. Advertisers can choose broad reach or tight clusters depending on their goals. Shared mail keeps the targeting useful and flexible.
Being part of a shared package doesn’t mean your message is buried, either. Wrap formats give advertisers large, full color real estate that is hard to overlook. Full color inserts offer flexible sizes that still capture attention inside the package.
Shared mail fits everyday marketing needs, not just big seasonal moments. Because you’re spending less per campaign, you can more easily repeat efforts. This helps keep a steady presence. People see your brand repeatedly over time. That repetition builds familiarity, which is exactly what helps local businesses stay top of mind.
Running a solo campaign often means juggling multiple vendors and production steps. Shared mail simplifies that work. Mailbox Merchants handles creative, printing, and delivery in one place. Schedules are set ahead of time so you know when your piece will arrive. For busy business owners and marketing teams, this removes a lot of stress. You choose your markets, approve your design, and the rest is covered.
It’s harder to run tests with solo direct mail because of the higher cost. With the low cost of shared mail, you can more easily run experiments to see what works. Try different offers within the same zip code to see what gets a better response. Change your targeting to explore new markets. Small changes can add up. Over time you learn what your customers respond to, and each campaign gets stronger.
Shared mail and solo mail both work, but they shine in different situations. We’ve explored how shared mail can outperform solo campaigns, but most advertisers should invest in a mix of both. Here’s how to know which type is best for your campaign and goals.
When to choose a solo direct mail campaign:
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When to choose a shared mail campaign:
Shared mail and solo mail each have a place in a strong marketing plan, but most local advertisers get more value from shared campaigns. The lower cost, wide reach, and turnkey setup make it easier to stay active, test new ideas, and stay in front of nearby households all year. Solo mail still works well for one to one communication or high control campaigns, but shared mail is the workhorse for everyday visibility. When your goal is consistent reach without overspending, shared mail is often the most effective path.
Sharing is caring. But when it comes to direct mail, sharing is smart. Shared mail is an extremely effective way to reach your target audience—at a fraction of the cost of traditional direct mail.
Explore the benefits of Shared Mail in our FREE Guide: Targeted Industry Insights: Shared Mail
Mailbox Merchants is the Northwest’s largest independently owned direct mail, multi-channel and digital marketing provider for local businesses. We marry the old and the new by tapping into the perpetual power of print media and using technology to strategically segment, target behaviors, and optimize performance through measurable marketing results.