Multichannel Marketing: Planning 2010: The Game Has Changed

As for triggered emails, I continue to be appalled that most companies don’t maximize the use of triggered emails following every customer action. These emails are by far the most effective you can send. Make such an “automated” marketing program your highest priority.

Creating an Integrated Plan
When I recently decided to order a Dell computer for my daughter, a Dell catalog caught my eye that offered a substantial discount on a really nice laptop. As instructed, I logged on to Dell’s website using the catalog-specific URL. I landed on a page that reflected the same look and feel and promotion of the catalog. I put in the promotion code for the laptop I’d chosen. Again, I was taken to a page customized to the catalog’s offer for my laptop.