How integrated companies are prospecting for new customer

Is Party City's E-Prospecting Too Old-School?
Party supplies retailer Party City has been running an e-mail prospecting campaign on its Web site and in its retail stores for the past several months. But is this tactic too tried and true to be effective?

The campaign offers consumers who register with their e-mail addresses updates on the latest products, promotions and exclusive discounts, plus the ability to print shopping lists. Once Party City verifies the e-mail addresses, first-time sign-ups also receive a $10 coupon off purchases of $30 or more.