PRINTER news

• Using three-month increments, the ideal level of communication to spark customer interest—for this particular auto dealership—was three telephone calls, three to four e-mails, and between nine to 10 direct mailings.

According to one of the authors, Andrea Godfrey, “The results highlight the importance of considering the impact of specific channels, individually and in combination, rather than aggregate volume as a means to manage the communication channel mix more effectively. The study’s findings also underscore the need to avoid inefficient allocation of marketing resources by developing protocols that limit total communication through all channels and specify 
effective channel combinations.”