The true $$ potential of email-acquired names is only captured through integrated marketing campaigns, where online solicitation is complemented by direct mail and telemarketing. These “complementary” channels often return more dollars than the online channel used to identify and enlist prospective donor/activists in the first place. If you're not moving in this direction, you oughta be fired!

Vinay Bhagat, founder of Convio, uses data from the Brady Campaign to document the efficacy of integrated marketing convincingly in a recent article. I've seen even more impressive results from this approach at Environmental Defense, utilizing names acquired through online campaigning on global warming. Have any examples of your own you'd like to share?

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