Behind E-Mail Append’s Resurgence
Bet you didn’t realize how easy it can be to grow and penetrate your house e-list
By
Reggie Brady
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Many catalogers are missing important data that would allow them to make better use of both direct mail and e-mail to market effectively. Specifically, they don’t have the following:
1. E-mail addresses from many of their customers; consequently, they can’t use multichannel marketing to reach their best targets. They can certainly mail their catalogs, but they’re missing the one-two punch of using direct mail with e-mail.
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