The Challenge
Direct mail had already proven itself as an effective acquisition channel for this meal subscription provider, but the client was looking for additional opportunities to raise sales yet maintain CPAs.
How We Helped
After effectively launching the client into direct mail with a targeted program, SeQuel proposed a coordinated digital campaign to extend the life of the mail efforts by engaging with prospects across multiple channels. During the initial test, the client managed the digital strategy with results showing a modest lift. SeQuel then executed and managed the digital re-test, employing a strategic sequence of timely prospect touches based on the corresponding direct mail drop. SeQuel’s re-test effectively improved the stickiness of the direct mail campaign while preserving the campaign’s CPA targets.
