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Ad Commentary. Direct Mail Waste? Or Clever Test by Ford?

What was Ford thinking?

I love the power of direct mail and I love running A/B split tests for clients. However, I prefer to have my clients test either by separating the audience randomly or doing that in conjunctions with longitudinal studies where the same consumer gets multiple creative postal mail pieces over time but in different order.

Today I got three postcards all for the Ford Bronco all from the same dealer (but probably using co-op funds and an “authorized” direct mail firm).

Was I on the list because I own a Jeep Wrangler? No idea.

But please don’t send me three post cards on the same day.  Do a mail merge.

I hate to see wasted marketing budgets. That’s why I do commentary posts when budget is wasted against me.

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