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The Bike Cooperative, SmartEtailing and NBDA unite to offer Retailers Summer Direct Mail Promotion

Published June 6, 2022

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Irvine, CA (May 13, 2022)Three major industry organizations have announced a collaborative campaign focused on supporting retailers summer marketing promotions and community outreach. The partnership is a first of its kind, and at the core shows the dedication of these organizations to support and strengthen the Independent Bicycle Retailer. The Summer Direct Mail Promotion will launch late June and not only offer retailers special savings on direct to home mailers but free correlating web homepage graphics for all SmartEtailing retailers. 

“The Bike Cooperative is excited to partner with SmartEtailing and the NBDA for the upcoming Summer direct mail promo. These three organizations have the same goal – supporting the independent retailer. Sharing resources and continually collaborating on projects like this will help ensure that the IBD stays competitive in this industry” stated Lacey Winn Membership Director, The Bike Cooperative. 

The Bike Cooperative’s Direct Mail Marketing program offers low prices, fast delivery, and free customization on targeted marketing campaigns. Retailers utilizing 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 look for all their cycling needs. 

Heather Mason, National Bicycle Dealers Association (NBDA) President commented “Direct mail has a proven track record of being a professional, actionable, and effective way for retailers to engage their community. I am delighted that our organizations could combine 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 June 20, 2022. Retailers wishing to sign up for the program must do so by July 15, 2022. The Summer mail promotion will offer retailers a choice of postcard or bifold mailer with delivery to homes beginning July 28, 2022. Retailers can use a standard template or work with the designers at SmartEtailing to build out a custom art file. 

Suzie Livingston, Communications Manager at SmartEtailing added“We're so honored to have the opportunity to partner with the NBDA and The Bicycle Cooperative as fellow industry members who share in the mission of helping bike shops be more successful. Teaming up with our partners is one of the best ways we can provide valuable and accessible resources like the Summer direct mail promo.”

As the industry continues efforts to connect with new cyclists and engage those who recently found our sport, direct mail is a great tool for retailers to reach not only their current customers, but get in front of a new audience, grab their attention, and communicate on a personal level. Retailers are urged to take part in this special program designed to provide top ROI and higher levels of engagement.  


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

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

 The Bike Cooperative is a member-owned cooperative of nearly 300 independent bike retail locations across the U.S. Our mission from day one has been to help bike stores become more profitable and enable them to get more people on bikes in their communities. Learn more at or email for more information.


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