What Slowdown?

To increase customer knowledge, follow up a direct mail promotional piece or trade show event with an e-mailed survey asking for input, the whitepaper advises. Coordinate messaging across all channels to exponentially add to the strength of each.

5. Showcase e-mail. Putting e-mail at the forefront of your multichannel integrated data approach is key to improving campaign ROI because of its relatively low expense and the excellent results it generates, the whitepaper says. Tapping into the information available in your e-mail database can power not only e-mail messaging, but also other important customer touchpoints. E-mail’s ability to speak to individuals rather than crowds can be a key element to success, particularly during tight economic times.