How Plow & Hearth Uses Analytics to Determine Contact Strategies

Plow & Hearth, a cross-channel retailer of high-quality products for the home and garden, engages its customers and prospects via a multitude of marketing vehicles — catalogs, email, direct mail, affiliate marketing, search engine marketing, TV and radio ads. With that mix comes the challenge of determining the best and most profitable way of contacting individual consumers. Does a customer who received a catalog but purchased via the web still need to be mailed an expensive catalog? Will mailing a catalog to a first-time buyer acquired by an affiliate coupon site make them more likely to buy again?