Strategy: Decipher Web vs. Catalog Customers

Organic and paid search can certainly be credited to the Web. So can affiliate programs like LinkShare or Commission Junction. But what about e-mail campaigns? Should sales generated by e-mail campaigns to your catalog customers — catalog mailings generate most companies’ e-mail lists — be credited to the Web? Catalogs are mailed to these customers. And so are e-mail campaigns, which frequently offer a stronger incentive to order online.