Mailer Stats

After each mailer, we spend whatever time is necessary to manually update the address changes we receive back and all change requests. These returns are usually because of employee changes (a new buyer or store owner), a business moving and closures. In Fall 2007, we will be mailing a total of 20,765 of our premium direct mailer.

Below is a list of the number of stores in each state that received the May 2007 mailer.

State	AL	AR	AZ	CA	CO	CT	DC	DE	FL	GA
# of Stores	314	285	442	2103	1633	121	2	35	778	473
State	IA	ID	IL	IN	KS	KY	LA	MA	MD	ME
# of Stores	441	175	420	321	344	305	257	156	161	92
State	MI	MN	MO	MS	MT	NC	ND	NE	NH	NJ
# of Stores	372	341	484	226	210	514	59	336	98	201
State	NM	NV	NY	OH	OK	OR	PA	RI	SC	SD
# of Stores	288	245	426	453	446	432	646	30	289	190
State	TN	TX	UT	VA	VT	WA	WI	WV	WY
# of Stores	469	1684	175	385	73	344	332	165	323

The above breakdown comprises 19,094 tack shops, feed stores, and equine product retailers in the lower 48 states and Washington DC, both Western & English. This includes all store/retailer types that normally attend one of the wholesale markets and stores that receive multiple copies of regional equine magazines for redistribution. Our list also includes Western & English clothing stores, lifestyle stores and gift shops that resell equine related products. PLUS, we direct mail to 1,260 fellow manufacturers (some of which carry other lines or distribute other companies' products), 356 veterinarian offices (that have a retail area in their lobby), 41 farriers (that carry products for resale to their customers), and 14 catalogers for a grand total of 20,765.

We calculate approximately 419 English buyers are being mailed to (that have 50% or more English products) in the U.S. Only 477 mailers are being shipped to multiple buyers at the same address.