In the past, when we considered communications, we thought of direct mail and email. While both still play a role in today's communication programs, we need to consider the other channels that consumer's today wish to use.

Recent research suggests that Gen Y audiences are using email less; preferences toward mobile and social as communication channels forces us to re-evaluate our approach. Whether its driving a prospect to become a customer; or to keep a customer loyal; we know that we need not only a multichannel approach, but a multi-digital channel approach.

Email remains part of the mix, providing communications that are dynamic and relevant. Newer channels such as mobile (text messaging), social networks (Facebook and MySpace), RSS feeds and branded desktop applications should all be included in the communication mix. Allowing a customer to choose their channel, and then their frequency and the type of content they wish to receive, can only result in higher response rates.

But a communication strategy does not stop at frequency or channel - it's really all about the content that you provide. Giving customers or prospects choices about their content will also improve your results.