Update, Upgrade, Convert

A few years back, the frequency of mailing customers was the most challenging aspect of contact strategy planning. Each housefile segment “supported” some theoretical number of mailings (sometimes zero). You just had to figure out how often to mail each group.

Today that theory remains valid, but online ordering and e-mail marketing complicate integrated strategy planning. B-to-B (and some B-to-C) catalogers incorporate outbound telemarketing. You can add other tactics such as solo mailings and postcards to the mix. Lest that not be challenge enough, we endeavor to maintain consistency of our “brand” throughout all customer communications.