Multichannel Marketing: Integrate E-mails With Catalog Mailings to Improve Results and Cut Circulation

When developing an e-mail contact strategy, define the purpose of e-mailing your customers, advises Chris Topping, chief executive officer for silk flower and accessories catalog Petals, in a recent whitepaper. While catalogs continue to be the primary driver of online sales for Petals, e-mails provide a more narrowly defined target strategy for the promotion of online sales