Paul Chachko

Paul Chachko
List View: List Selection for Multichannel Campaigns

The current era of direct marketing has brought upon us not only a wealth of customer-centric data, but numerous channels by which to reach consumers. Direct marketers can choose from direct mail, insert media, telemarketing, direct response television, e-mail, fax and now mobile messaging—can blogging be far behind? Because of the federal regulations governing telemarketing and fax marketing, these two channels have become problematic for acquisition and retention. At the moment, the most effective multichannel campaigns consist mainly of tandem postal and e-mail marketing. In the past 18 months, multichannel marketing using e-mail and postal delivery has become an effective acquisition and CRM strategy.