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Reggie Brady
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Once you obtain a customer’s e-mail address, put in place a channel migration strategy. Quill Corp., the office supplies cataloger, uses this as one of its core strategies. It emphasizes the ease and convenience of ordering online in its e-mail program. And it’s certainly worth it to Quill, since a multichannel customer purchases seven times more than a single-channel customer.
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Reggie Brady
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Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.
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