Holiday Promotion Collaboration

The Bike Cooperative, SmartEtailing, and NBDA Continue Direct Mail Offer for Retailers with Holiday Promotion

Irvine, CA (September 15, 2022) – In a digital world, direct mail campaigns can help your business stand out this holiday season. The Bike Cooperative, NBDA, and SmartEtailing have united once again to ensure retailers have a competitive advantage to reach their targeted audience and motivate customers to act.

“We’re very excited about our continued collaboration with SmartEtailing and the NBDA.  Coming into the holiday season we hope to combine resources and provide every opportunity to the retailer to obtain as many new customers as possible.” stated Lacey Winn, Membership Director of The Bike Cooperative.

The fact is direct mail can be powerful. According to the United States Postal Service, approximately 3 out of 4 direct mail customers receive and open their mail the same day it’s delivered. Add to this statistic the anticipation associated with holiday greeting cards or gifts and your direct mail campaign reaches customers at a sweet spot of high open rates.

Retailers will have access to a Direct Mail Holiday Promotion that offers low prices, fast delivery, and free customization on targeted marketing campaigns. The organizations are hopeful that retailers who opt into the promotion will 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.

Suzie Livingston, Communications Manager at SmartEtailing added, “We’re so excited to join our partners, the NBDA and The Bicycle Cooperative, to help bike shops have a successful holiday selling season. By teaming up, we can provide valuable and accessible resources like the Holiday Direct Mail Promo and a cohesive shopping experience for your customers.”

The three major industry organizations announced their collaborative effort campaign focused on supporting retailers earlier this year. The collaboration symbolized the dedication of these organizations to support and strengthen the Independent Bicycle Retailer. The campaign started with a Summer Direct Mail Promotion available to all retailers within the organizations in June 2022.

Heather Mason, National Bicycle Dealers Association (NBDA) President commented, “It has been fantastic to combine our resources to bring more value to retailers. The summer Direct Mail Promotion was a win for everyone involved. Giving access to cost savings and ease of execution allowed us to help retailers on all levels. We urge retailers to take part in this special program designed to provide top ROI and higher levels of engagement.”

The NBDA, SmartEtailing and Bike Cooperative will begin marketing the program to their retailer networks September 19, 2022. Retailers wishing to sign up for the program must do so by October 14, 2022. The Holiday Mail promotion will offer retailers a choice of postcard or bifold mailer with delivery to homes beginning November 17, 2022. Retailers can use a standard template or work with the designers at SmartEtailing to build out a custom art file.


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.

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