Conducting an opportunity audit: identifying new touchpoints to optimize cross-promotional marketing.(Audience Development)

YOU MIGHT think that conducting an "opportunity audit" is a result of budget cuts and declining responses. Well, you're right. However, it is really just smart marketing. Optimizing every visitor touchpoint provides better customer service, improved retention and drives incremental new and renewed subscribers.

I recently read an article about Web design and it stressed the importance of having a "maniacal focus on the customer's experience. "I realize that audience marketers aren't involved in Web development--and I don't see us becoming Web site usability experts any time soon (we have enough to do)--but I do see us missing opportunities when it comes to form design, auto-responders, confirmation pages and acknowledgement emails. Audience …