How to Test Direct Mail Marketing in Times of Uncertainty
It is tough to be a marketer right now. Not only are you responsible for tightening the budget, you are also held accountable to preserve the market share you have worked so hard to gain. With your eye on the future, you must determine the tactics that will get you through the crisis of today. However, a crisis presents an opportunity for brands to build trust and affinity among consumers, and that is what keeps your brand moving forward. Without a line in the water and a consistent way to stay connected to your consumers, you may find yourself struggling to stay afloat when the waves settle. Evolving your acquisition and retargeting strategies by sensibly testing marketing channels, such as direct mail, could have a lasting effect on your brand’s current and future health.
Here are six things to consider as you determine the current viability of direct mail marketing for your brand, along with three ways to responsibly test the channel.
Jay Carroll is the Co-Founder & CEO of SeQuel Response, an award-winning direct response agency based out of Minneapolis, Minn. Jay has over 30 years of direct marketing experience, helping companies accelerate their growth through scalable direct response campaigns. You can connect with Jay at sequeldm.com, email him at firstname.lastname@example.org, or find him on LinkedIn.