Inspire Customers to Think Multichannel
Use these ideas to inspire various ways to approach multichannel marketing. The next steps are to put plans in place and start to inspire your customers. There are great rewards waiting for you.
• This technique is only for existing customer relationships where you have name and address information. It’s a fast and easy way to penetrate your housefile.
• Test between 5,000 and 10,000 names by providing your vendor with name and address information.
• Specify strict match logic at the individual, not the household, level.
• Business-to-consumer marketers should match between 25 percent to 35 percent of their file; business-to-business marketers will match between 7 percent and 15 percent.
• Your first e-mail (often called the permission pass) should be short and simple. It should acknowledge the existing relationship and explain that you would also like to contact them via e-mail. You might consider including a special offer. And, make it easy for them to opt out.
• Typical opt-outs are in the 2 percent range.
