Timing, Relevance, Personalization Are Keys to Cutting Through Clutter

1. Make timing count. Coordinate offers with life events, such as marriages, births, new moves. Consumers are also more open to offers that are keyed to seasonal opportunities and holidays. Track purchases and match offers to them.

2. Relevance equals interest. Growth in consumer-generated media, such as blogs, YouTube.com and social networking sites show that the public is willing to receive and interact with promotional media. But the information must be relevant. Research shows 42 percent of all consumers say they only read messages that address their needs, interests and attributes.