Determine the most appropriate contact strategy.

There is no universal formula in this phase, because the most effective contact strategies and messaging options are as individual as the specific segments which drive them. Adding to the burden, it is likely that different segments consume media differently. The use of highly personalized communications across various media has proven to greatly improve results.

Marketers report increases of five to ten times in both response and conversion rates when they use customized, personalized messages. These consumer relevant communications use customer/prospect data to customize the messages, conceive the offer and deliver it across the preferred channels. Carefully sequenced multichannel campaigns that mix direct response and transactional branding communications often increase these results, while helping to establish brand relationships as well.

Used in this way, multichannel communications are effective for direct marketers, traditional marketers, consumer marketers and business-to-business marketers alike. Multichannel communications provide many affordable and efficient ways to fill an organization’s sales and marketing funnel.