Winter Catalog: Opt-In to Direct Mailing by June 1st!

Booksellers have until June 1 to opt into Direct Mail for their Winter Catalog orders.

Direct mail allows bookstores to send catalogs to specific zip codes and mail carrier routes. It can be very effective at reaching new customers beyond the store's usual customer base and social media following. It is also a good way to expand a store's reach into new areas and markets.

Stores work with the Regional Associations Marketing Partnership (RAMP) to fine tune where they want to place their direct mail efforts. Although it can be applied to an entire zip code, it's more common to use a more targeted approach: for example, by choosing an area with a new housing development within easy driving distance, or a neighborhood along the same bus or subway route as the store. Bookstores that have recently moved or opened a new location can use direct mail to introduce themselves to their new neighborhood.

Stores receive up to 5000 catalogs free of charge, which can be used in direct mailing. All mailed catalogs have a $.20 postage charge, and imprinting is required. SIBA helps out by reimbursing up to $200 for saturation or newspaper insertions.

If you select direct mail with your catalog order, RAMP will help you choose a coverage area that is both within your budget and maximizes your reach. The deadline to start a direct mail order is June 1. The earlier you start, the more time you have to work on a mailing strategy that will work best for your bookstore.

Order your catalogs here.