Strategy: Catalog Circ Planning Will Never Be the Same Again

Segment one-time-only buyers as a group to track their results over time. Do postal mailings drive them to the Web to order? Can e-mail campaigns be just as effective? This is all part of determining the most cost-effective contact strategy.

Tune In Message Channels
Channel-specific messaging is a must. Web site homepage content must be carefully designed to optimize search engine results. Content pages and other landing pages also must be designed for search engine optimization — Web site designers aren’t always good about optimizing code for search engines.