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

While Petals mails print catalogs every three to four weeks, it sends e-mails slightly more often, about every two to three weeks depending on seasonality, Topping says. While the e-mails are sent in support of the catalog mailing, they usually incentivize customers in a way that the catalogs don’t, using offers such as free shipping or discounts. “Our goal is always to maximize opportunities for the customer to purchase from Petals by providing multiple channels,” he writes.