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BEST PRACTICE: Tips for surviving recession

With lower budgets marketers must find smart ways to maintain dialogue with customers that optimise spend and impact.

It's no good spending money on communications that miss their target, so firstly it's important to put in place basic processes that yield clean, appropriately segmented data and effective analysis.

It's also important to communicate in a range of cost-effective ways. For example, incorporate automated SMS, email and voice into your strategy to help get the messages across, whilst satisfying customers' channel preferences.