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Part 2 Strategy and applications
to consider whether it will be cost- effective to have separate communications for new,
existing and lapsed contacts – or to target each of these groups in the same communica-
tions but using different content aimed at each.
When visitors click through to your website from online and offline campaigns, copy
should be presented that recognises the relationship or, again, provide a range of content
to recognise each different relationship. Visit Microstrategy (
www.microstrategy.com
) to
see how its registration page establishes the relationship.
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