10 Tips to Maximize Multichannel Sales

5. Add more content to your Web site.

6. Matchback quarterly or by season. “Daily or weekly matchbacks is probably overkill for most,” Lett conceded.

7. Time e-mail blasts to hit a week after catalogs are in-home.

8. Try more channel-specific messaging.

9. Mail your Web-only buyers. “The catalog is the biggest driver of traffic to the Web,” Lett stated. “I’d be very careful about making assumptions about Web-only buyers in terms of whether they should be mailed before testing,” he added.