Shared mail advertising puts your printed offer in one mail package with a small group of other advertisers, delivered to the homes in the areas you choose. Because the advertisers split the cost of postage and delivery, you can reach every household in a neighborhood for far less than mailing on your own. It's also called co-op mail or shared mail marketing.
How shared mail works
neighborhoods
other offers
to every home
with your code
Shared mail networks build a mail package on a regular schedule, usually weekly, every other week, or monthly. Advertisers reserve space in the areas they want, supply their ad or insert, and the network delivers the full package to the homes in those areas. Most packages limit how many advertisers they carry, and many keep competitors out of the same package.
Because shared mail is bought by geography, it reaches every home in an area, not just the people on a list. That makes it a strong fit for businesses that draw customers from the neighborhoods around them.
Shared mail vs. direct mail
The two get mixed up a lot, but they're different buys.
| Shared mail | Direct mail | |
|---|---|---|
| What it is | Your piece in one package with a few other advertisers | Your own piece, mailed by itself |
| Who gets it | Every home in the areas you choose | The names and addresses on your list |
| Cost per household | Lower, because postage and delivery are shared | Higher, because you pay all the postage |
| Format | Set sizes and positions within the package | Any size, shape, or format you want |
| Best for | Reaching whole neighborhoods around your locations | Reaching specific people, like past customers |
Shared mail formats
- Wraps and cover placements. The front and back of the package. It's the first thing a household sees, so it's the strongest position.
- On-page placements. Full-page or partial-page ads inside a shared mail book, good for offers, coupons, and seasonal promotions.
- Co-op envelopes. Your insert goes in a shared envelope with other local and national advertisers.
- Co-op mailers. Coupon-style mailers delivered to targeted ZIP codes on a regular schedule.
- Magnets and specialty pieces. Formats that stay on the fridge long after the mail is opened.
How shared mail is targeted
Shared mail is targeted by where people live. Options vary by network, but most let you choose:
- ZIP codes or the distance around each of your locations.
- Carrier routes, the individual postal routes inside a ZIP code, for tighter coverage.
- Neighborhood trade areas of around 10,000 households.
- Household income and demographic filters, to skip areas where few homes fit your audience.
The best plans start from where your customers actually come from, then cover those areas instead of a whole metro.
Who uses shared mail
- Home services like HVAC, roofing, windows, plumbing, and lawn care. Read our home services guide.
- Restaurants and quick-service chains driving weekly traffic with coupons.
- Grocery and retail promoting sales and seasonal events.
- Healthcare and dental practices looking for new patients nearby.
- Franchises and multi-location brands that need coverage around each location. Read our franchise guide.
- Online brands with a strong offer. Some networks have lower rates for advertisers that only drive online sales.
What shared mail costs
Shared mail is one of the lowest-cost ways to reach a household in print. Your budget depends on the format, the number of households, how often you drop, and printing. See what drives shared mail costs.
How to measure shared mail
Give each market or program its own phone number, promo code, or QR code, so every response ties back to where it came from. For a fuller read, compare markets that got the mail with similar markets that didn't. Plan on at least three months, since print needs a few drops to build frequency. Read our guide to measuring print.
Common questions
What is shared mail advertising?
Shared mail advertising puts your printed offer in one mail package with a small group of other advertisers, delivered to every home in the areas you choose. Advertisers split the postage and delivery cost, which keeps the price per household low.
Is shared mail the same as direct mail?
No. Direct mail is one advertiser mailing its own piece to a list. Shared mail combines several advertisers in one package and reaches every home in an area, at a much lower cost per household.
Is shared mail the same as co-op mail?
Yes. Shared mail, co-op mail, and shared mail marketing all describe the same idea: several advertisers sharing one mail package.
How often does shared mail arrive?
It depends on the network. Some deliver weekly, some every other week, and some monthly. Combining networks lets the same homes see your offer several times a month.
How long does it take to get in-home?
Plan on about three months from kickoff to in-home. That covers approvals, creative, printing, and each network's mail schedule.