Long-Term Engagement

“You have to test,” he says. “It’s essentially free in social media. Most people don’t ‘unlike’ you as long as you keep content relevant to your core audience. Email has a cost, but you can still target segments.

“Once you get in there and look at the data, you can see what different demographics respond to. You can take those lessons and start to explore other formats. It might be as subtle as adding another bullet to your direct-mail appeal that is aimed at something this younger demographic likes. Or in email, talk about what you do. You’re not changing the message to your core audience, but you’re trying to be inclusive.”