The Bike Cooperative, SmartEtailing and NBDA Join Forces to Bring Retailers Summer Direct Mail Promotion


Irvine, CA (May 13, 2022)Three major industry organizations have announced a collaborative campaign focused on supporting retailers’ summer marketing promotions and community awareness. The partnership is a first of its kind and fundamentally shows the dedication of these organizations to supporting and strengthening the independent bicycle retailer. The Summer Direct Mail promotion will launch at the end of June and will not only offer retailers special savings on direct-to-home mailers, but also free correlated web homepage graphics for all SmartEtailing retailers.

“The Bike Cooperative is thrilled to partner with SmartEtailing and the NBDA for the upcoming summer direct mail promotion. These three organizations have the same objective: to support the independent retailer. Sharing resources and continuing collaboration on projects like this will help ensure IBD remains competitive in this industry,” said Lacey Winn, Director of Memberships, The Bike Cooperative.

Bike Cooperative’s direct mail marketing program offers low prices, fast shipping and free customization on targeted marketing campaigns. Retailers using direct mail find it a great way to reconnect with their customer base and remind them that their local retailer is a great place to source all of their cycling needs.

Heather Mason, National Bicycle Dealers Association (NBDA) The Chairman said, “Direct mail has proven itself as a professional, actionable and effective way for retailers to engage their community. I am thrilled that our organizations have been able to join forces to bring this resource to retailers in a way that is not only easy for them to execute, but adds a digital component to further support their promotion.

The NBDA, SmartEtailing and Bike Cooperative will begin marketing the program to their retailer networks on June 20, 2022. Retailers wishing to enroll in the program must do so by July 15, 2022. The summer mail promotion will offer retailers a choice of postcards or two-fold mailing with home delivery starting July 28, 2022. Retailers can use a standard template or work with SmartEtailing designers to create a custom art file.

Suzie Livingston, Communications Manager at SmartEtailing added “We are very honored to have the opportunity to partner with the NBDA and The Bicycle Cooperative as members of the industry who share the mission of helping bicycle shops be more successful. Teaming up with our partners is one of the best ways to provide valuable and accessible resources like summer direct mail promotion. »

As the industry continues its efforts to connect with new riders and engage those who have recently discovered our sport, direct mail is a great tool for retailers to not only reach their current customers, but also introduce themselves to a new public, attract their attention and communicate. On a personal level. Retailers are invited to participate in this special program designed to provide optimal return on investment and higher levels of engagement.


The National Bicycle Dealers Association (NBDA) is the association of bicycle industry retailers established in 1946, representing and empowering specialty bicycle dealers in North America through education, communications, research, advocacy, discount programs for members and promotional opportunities. Questions about the BNDA? Contact Rachelle Schouten, Director of Development, at

Founded in 1999, SmartEtailing provides website, marketing and data solutions to help independent bicycle retailers, bicycle suppliers and bicycle brands sell more products in-store and online. Questions about SmartEtailing? Contact Suzie Livingston, Communications and Marketing Manager at

The Bike Cooperative is a member-owned cooperative of nearly 300 independent bicycle outlets across the United States. Our mission from day one has been to help bike shops become more profitable and enable them to get more people riding bikes in their communities. Learn more about or email for more information.


Comments are closed.