Basic Strategies for Multi-Channel Integration

One great way to capture e-mail addresses is in welcome or acknowledgement mailings, rather than taking up room on the already-cramped reply device or letter of a direct-mail appeal.

“On the welcome or the acknowledgement letters you have more room to talk about why you want their e-mail address and what you’ll do with it. And I think there’s already a bonding there, so that’s a great collection opportunity,” Terpstra says.