Matt Graham E

Merging Offline Tactics With Online Methods Makes For Better One-to-One Campaigns By Matt Graham E-fulfillment, an electronic response to a direct marketing request, can be an important part of a company's overall one-to-one marketing strategy. In the right situation, and to the right customer, it can offer several advantages. The marketer who employs a blend of "e" and traditional, or land-based fulfillment, will likely realize the most potential from their marketing campaigns. The three biggest advantages of e-fulfillment are: • Speed—You reach targets quickly. • Cost effectiveness—In some instances, it's less expensive to reach the customer. • Control/customization—It provides the capability to

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