Communication Strategy

A dialogue-driven direct marketing program is made up of a series of communications. These communications, usually made up of direct mail and/or e-mail messages, are designed to work together to lead customers down the path to retention and conversion. Optimally, customers and prospects can “dialogue” with you by replying to your communications. Once launched, programs become a continuous communication cycle.

Will your messages be triggered by behavior or by timing? How many communications will each segment receive? Will communications be driven by real-time, weekly or monthly? What information must be gathered during the communications? Will customers be allowed to change their minds or request customized content? These are the questions that Rastar will help you answer as dialogue maps and business rules are created to define and architect your marketing program.