With a recession looming overhead, the future of your direct mail marketing program may seem unclear. You may be asking yourself whether or not you should be sending out more or less postcards or card mailers, if you should be offering more or less discounts and special offers, or if you should simply be keeping in touch with past customers.

In the blog entitled, “Loyalty Marketing in Times of Economic Distress,” Rick Ferguson says that retailer’s are “reacting emotionally to the prospect of a recession, when they should be reacting logically”. Ferguson instructs retailers not to “spend your finite resources further training your customers to wait you out for the next sale. Instead, focus your efforts on marketing to the two core groups of customers who can most directly influence revenue: High-value customers you want to retain and High-potential customers you want to grow.