Channel Crossing: Guiding Customers to Web Sites

Today both of these rationales have been debunked. The rules of direct marketing hold fast regardless of channel.

But the fallout from these early missteps continues: Catalogers sometimes measure the success of their campaigns in silos, neglecting the influence of campaigns across sales channels.

“When people try to track traffic to the Web, they see a decrease in response to their mail pieces,” says Paul Imbierowicz, product general manager for Channelview, an application service provider-based tool from Abacus that reports campaign results across multiple channels.