Putting Channel Optimization In Your Customers' Hands: Three Real World Case Studies

Many marketers receive pressure from senior management to reduce marketing expense by moving to lower cost channels such as email. Many learn too late, at the expense of response and profits, that the customer should be control of selecting the communications channels and context of marketing communications. In Part III, learn how three organizations put multi-channel optimization into their customers' hands. Learn how capture customer preferences as well as how to increase email penetration on your customer and prospect files (for those customers who prefer that channel!). Both business-to-business and business-to-consumer real world case studies will be discussed.