Direct marketing retailers try to carefully target their customers so they will be
more receptive to their messages. Omaha Steaks, for example, sends e-mail coupons for items that customers have purchased previously, mails slick pictures of
gourmet steaks and meal packages to addresses that have received orders in the
past, and calls customers personally during likely gift-giving occasions, such as
the holidays, to offer to repeat a previous gift order. These different forms of direct
marketing demonstrate how this IMC format can vary on both the interactivity
and online/offline dimensions of the matrix.