Sacramento, Calif.

Heather Fletcher is senior content editor with Target Marketing.

Challenge: Reduce direct marketing costs while increasing membership renewals and annual conference registrations. Solution: Shift most touchpoints from direct mail to e-mail, while increasing contact frequency. Results: AANP saw conference registrations increase 13 percent, online conference registrations rise 12 percent, membership renewals move along ahead of schedule and direct marketing costs lower.

E-mail clickthroughs can be like hubs on bicycle wheels. A lot is going on around them and needs to connect through them in order to deliver its rider to a destination. So direct marketers believe optimizing e-mail clickthrough rates will help them reach their goals of higher sales.

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