Multichannel: Three Integrated Marketing Strategies for the Coming Year

Seventy-five percent of direct marketing efforts targeted merchants’ housefiles in 2005, with the rest targeting prospects, according to the “2006 Multichannel Annual Trend Report” recently released by co-op database provider Abacus. The report also revealed that while response from mailings to housefiles was level at 4 percent compared to 2004, sales per book increased by 9 percent. Response from mailings to prospect files, however, were 14 percent higher than 2004, and sales per book increased by 17 percent. To keep this momentum going heading into 2007, Abacus offered the following tips: