Long term users provide evidence that direct mail works for pool retailers. Take Leslie’s for example. It is a former public company so factual information is available. We also have years of proprietary evidence.

1.       Quoted from Leslie’s last annual report, “the majority of Leslie’s marketing is done on a direct mail basis through its proprietary mailing list of over 7.8 million pool owner addresses.”

2.       During 2015, Leslie’s made 6-10 direct mailings to each pool owner in a 20 minute drive time of every one of their stores. They have been doing this same thing for several decades.

3.       Leslie’s added 261 new stores over the last 6 years averaging 44 new stores per year increasing from 662 to 883. That is a 42% increase for Leslie's while the installed base of in-ground pools only grew by a total of 1%.

Folks, Leslie’s has proven direct mail marketing works. So has In-the-Swim who mails 12 or more catalogs to pool owners each pool season. The fact is that as a result of their frequent annual direct mail marketing, both have had significant success using direct mail to grow against the independent pool retailer.

To receive a free pdf file of our White Paper: "The Six Most Important Facts about Direct Mail Marketing in the Pool Retail Industry," or to inquire about our services, contact Steve Carlyle: stevecarlyle@frontier.com