They’re Doing What?

Tactics and timing
A successful multi-channel campaign increases the need to get the right message to the right person at the right time in a way that builds a relationship. The approach that works well for one organization, however, might not work for another.

Does an e-mail just prior to a direct-mail piece make a measurable difference in conversions? What about an e-mail sent immediately after a direct-mail piece arrives in donors’ mailboxes? Is one segment of your donor base more valuable than another? Is there value in driving direct-mail donors to an online donation form? The only way to know is to test. And re-test. And test again.