Multichannel Marketing: Know Your Customers and Integrate Channels Accordingly

1. Know your customers like your best friends.

2. Know each customer’s value and the value of his address, e-mail and preferences. “Set up a process to be able to do that,” Beitler said. “Once you do that, the power is unbelievable.”

3. Reward customers for shopping multichannel. Break down silos at your company, he said. “Drive [customer data] across your marketing channels to maximize customer value.”