Money Mailer, a leading player in the $62 billion direct market industry, will extend its efforts to mobile phones via a partnership with Cellfire, a company that allows consumers to access discount coupons on their cell phones.
The effort, Money Mailer Mobile, will launch this month regionally in Austin, Texas; Baltimore and other parts of Maryland; Northern and Central New Jersey; and in California in Orange County, San Diego and San Jose. Other markets may be added but have not been specified.
“[Money Mailer Mobile will] give more direct/one-to-one marketing options for the local advertiser to choose from [via] the added mobile channel that Cellfire will provide,” said Scott Ullmann, vp-sales supports at Money Mailer, Garden Grove. Calif.
Money Mailer’s services reach more than 22 million homes via mail and are accepted at 30,000 merchants, per the company. Cellfire’s coupons are accepted at more than 10,000 locations. Cellfire said it has the potential to be accessed by more than 180 million consumers and can be used on over 800 different mobile devices on all U.S. carrier networks. Over 8 million coupons have been issued so far allowing for $29 million in savings.
Cellfire will benefit from the this new alliance by gaining “access to Money Mailer’s numerous deep-rooted relationships with local merchants” said Dwight Moore vp-marketing at Cellfire, San Jose, Calif.
To use a Money Mailer coupon via cell phone, a consumer first would send a text message of the associated keyword short code of a coupon received in the Money Mailer envelope. The consumer instantly receives a text message with the coupon code for the offer, then presents the message on the cell phone screen to a participating merchant. There is also a consumer choice of signing up to “opt-in” and receive texts of new offers from specific locations.
“As a leader in the space, it was mission-critical for Money Mailer to meet the changing demands of the direct marketing landscape,” Steven Gray, COO at Money Mailer, said in a statement. “Cellfire enables us to leverage mobile coupons to help businesses generate a greater response from their direct marketing efforts, and provide consumers with a convenient complement to [our] direct mail savings.”