Merkle (www.merkle.com) , the nation's largest and fastest growing customer relationship marketing agency, today unveiled the latest white paper in its continuing thought leadership series: "Driving Succesful Email and Direct Mail Integration." The report explores the logistical challenges marketers face when attempting to create successful, integrated, consumer-centric marketing programs in an increasingly fragmented media world.Focusing on the integration of email and direct mail campaigns, the paper offers marketers an in-depth look into:

• The strategic marketing benefits of integrating email and direct mail to create a consumer-centric approach that improves revenue and cost;
• The critical obstacles, such as finding and following a coherent customer contact strategy, that marketers may face throughout integration;
• The key components and resources, including a single data repository that provides a 360-degree view of every customer, that are required of a fully integrated solution; and
• How email and direct mail integration is imperative to creating a customer-centric integrated customer marketing solution.

"The strategy and framework provided in the Driving Successful Email and Direct Mail Integration white paper is essential to any organization looking to improve the performance of its marketing campaigns and reduce costs at the same time," said Scott Cone, senior vice president and general manager, Retail Group, Merkle. "Merkle has a strong history of providing through leadership to the industry, and our ability to provide cutting-edge, quantitatively driven marketing programs that combine technology, analytics and data places our clients at a competitive advantage. This new white paper is another example of how our strategies and methods are successfully being used to improve traditional marketing approaches."