Online marketer CoolSavings takes an offline path
CoolSavings, well known to web shoppers for its piggybank with sunglasses figure, is going offline. CoolSavings is mailing discounts and coupons to registered users in a direct mail campaign that combines online and offline marketing.
The first co-op mailing piece will go out this month to registered users who have given CoolSavings permission to send them advertising material. It will be preceded by an e-mail alerting customers to watch their mailboxes. Then 10 days after expected delivery date, CoolSavings will send a follow-up e-mail.
"Direct mail is a proven marketing tool that can be dramatically more effective when integrated with online marketing," commented Matt Moog, president and CEO of CoolSavings. "There is tremendous value in melding both worlds to create marketing initiatives that cross boundaries and reach consumers with the most effective tool at the right time."
The first 100,000-piece mailing is being sent at the end of July and targeted to CoolSavings "Young Families." Specifically, the "Young Families" select target is made up of CoolSavings members who are women, 25-40 years old, mail order buyers, with children, and have an average household income of $47,000. Disney, Grolier, Olan Mills, and Oreck are among the featured advertisers.
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