The Challenge
A leading B2B brand was relying on digital marketing to reach small and medium-sized businesses, but was understandably experiencing scale limitations and was having difficulties identifying its ideal prospect in terms of industry, company size, and the recipient's job title.
How We Helped
SeQuel developed a modest 50,000-piece "gut check" direct mail test, which performed so well that the client decided to invest in a 500,000-piece back test consisting of seven creative concepts, three offers, two affinity files, an industry code file, and two custom models.
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Increase in mail volume in the back test
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Lead conversion rate increase in the back test
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New annual mailing frequency