The Not-So-Great Divide
You really must integrate online and offline outreach — now and for good.
Step 4
Reinforce, sandwich and supplement. Your online and offline calls to action should refer to each other and reinforce each other. Try sandwiching: sending an e-mail, then a direct-mail piece and then an e-mail, each supporting and supplementing the others. Follow up on a telemarketing call with an e-mail. Include in a direct-mail piece a teaser about great content only available online.
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