Harmonize Your Sales Strategies

"Create every opportunity to collect e-mail addresses," she says. "Use vehicles such as order forms, call center representatives, Web site registration and retail store associates."

That's just the tactic used at HoneyBaked Ham Co., a multichannel food merchant based in Atlanta. Tim Kiss, manager of enterprise direct marketing, says reps use every point of contact to ask customers for e-mail addresses. The company then integrates its e-mail campaigns with catalog drops and retail sales — specifically to promote holiday reminders and last-minute discounts, showcase new products, and utilize cross-sell opportunities.