MULTICHANNEL MERCHANT » MARKETING
In keeping with the move toward multichannel marketing, many catalogers are converting their house files into customer marketing databases, says Arthur Middleton Hughes, vice president/solutions architect for Richardson, TX-based database marketing firm KnowledgeBase Marketing. Some are using advanced techniques to increase customer response, retention, and cross-sells. In return they are seeing increased rates of retention and increased order sizes.
Building your permission-based e-mail database begins with creating a strategy for e-mail address collection and, ultimately, your corresponding value-based e-mail communications program, says Deirdre Namur, vice president of creative services at e-mail solutions provider Bigfoot Interactive. As such, she advises paying particular attention to collecting important demographic and product-interest fields that will help you build relevant e-mail communications.
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This year’s Order Management Software Review includes grades and ranks for each major software function from the vendors’ own perspective, giving you