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

Like most other catalogers, Topping prefers that Petals customers shop on the Web site because online orders cost significantly less per transaction. Ideally, he’d like to use e-mail to shift more phone orders to online orders, which could result in a lower number of catalogs in the mail. Realistically, however, Topping knows that both channels need to work together to build new business.