Brave New Mail
The future of direct mail depends on marketers’ responses to demands for relevant mail and rising costs amidst shrinking budgets
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So what are marketers testing in such an environment? Aronin noted more direct mailers are simply testing overall package wins instead of individual elements. He attributed this trend to a need for better response rates and ROI, which small tests or single-element tests typically don’t deliver. Aronin recommended testing mail dates in an effort to beat the cluttered high-volume times of the year, exploring deeper into expired client databases and trying cross-promotions between families of related products—as all three tests can increase response without inflating budgets.
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Brittany Brouse
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