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This puts a premium on matchback programs that not only provide response reports, but also identify those customers who respond to catalog mailings and come from nonmailed sources or offers.
Those responding to catalogs then can be put on contact strategies appropriate for catalog responders, while the nonmatches are sent fewer, if any, catalogs. To accomplish this, the information must be returned to the file so when you “pull” customer records for a mailing, you can tell the difference between pure Web buyers and catalog-driven Web buyers.
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