Money Mailer Goes Mobile in Coupons Inc. Deal
It’s not that Steven Gray wants the country to be suffering economic woes. But for his company’s portfolio of products it isn’t the worst thing in the world.
“Couponing is a good place to be right now,” said Gray, the COO of Money Mailer Direct Marketing.
The company is announcing a number of mobile related ventures here in Las Vegas at DMA08, not the least of which is a partnership with Coupons Inc. The deal will expand the coop mailing programs offerings through Coupons Inc.’s distribution network of over 3,000 affiliate sites.
In an interview Sunday, Gray noted that the economy has forced companies that had never even considered couponing in the past to take another look. One example is Starbucks.
“[With the new McCafe line,] McDonalds is killing them,” he said. “They need to become more strategic.”
Several Money Mailer clients are experimenting with putting SMS short codes on coupons in the co-op mailers. Regional restaurant chain Schlotzsky’s, for example, offered folks who texted back a code free chips and a drink when purchasing a sandwich. And they were offered a free cookie too, if they also opted-in for future offers.
Besides restaurants, the tactic works well for automotive-related businesses like garages, which can offer things like a car wash as an upsell/premium with an oil change.
Money Mailer franchisees are also experimenting with offering customers the chance to sign up for mobile “coupon wallets.” These are stored on consumers’ mobile devices, and allow people to browse the wallets for offers in their home zip code, or any zip they enter.
Gray noted that about 10% of all coupons last year originated on the Web. This year, that will rise to 15%. But don’t think those familiar envelopes will stop hitting your mailbox. Gray doesn’t foresee online cannibalizing direct mail anytime soon.
