Multichannel Marketing, The Patagonia Way

1. Institute a database architecture that facilitates insight and execution.
2. Have the right organization internally to make it happen. “Patagonia,” she said, “has a direct side and e-tail side and everything’s very much in sync.”
3. Create dashboard report metrics to get a baseline and ongoing read.
4. Build your own customer lifecycle and profile by segment.
5. Develop a contact strategy across multiple channels -- direct mail integrated with e-mail. Have a unified voice to the customer through these various channels.
6. Measure results and modify as needed.