Many people actually prefer to receive information on your products, services, news and events via email. Determine the optimal number and the best combination of contacts via different channels (postal mail, email campaigns, telesales, website landing pages). Consider that fact that touches in three different channels may result in 1.277 times (27.7 percent) as many responses to your offer. This more than justifies the extra effort required to earn incremental ROI.

Example: Quill Corporation, the nation’s largest business-to-business direct marketer of office supplies, successfully integrates its online and offline marketing efforts. The company ties together print advertising and telemarketing with new direct email campaigns to offer customers targeted, relevant promotions that drive online revenues and create a stable, predictive sales pipeline. Quills results are outstanding as they generated up to $900,000 per campaign and increased order size by 10 percent. Driven by customer purchase histories and segmentation classifications, emails are customized with a range of personalized promotions -- such as discounts on the customer’s recently purchased items -- to help direct customers towards products they are most likely to purchase.