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This document discusses using a multi-channel marketing approach integrating direct mail, email, mobile, and microsites to drive prospects to personalized microsites. It promotes using direct mail as a first touch, email follow-ups, and a microsite to capture prospect interests and information. The microsite uses personalized viewbooks and pre-populated forms. PURLs then track individual activity and cross-media effectiveness. A multi-channel approach including direct mail and email is shown to have a higher average response rate than single channel direct mail or email alone.Read less