The 7 Steps to Multichannel Success
It’s time for us to pull our heads out of the proverbial single-channel sand.
No. 5: Test, test, test …
… and sometimes just give something a try. Lots of organizations do a good job testing their direct-mail programs. Some do a good job testing their online programs. But very few do a good job testing across channels. To be fair, setting up true multichannel tests is difficult — but well worth it (especially if you have issues with rule No. 1 or rule No. 3).
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