According to Paula Chiocchi, email is most effective when integrated with other channels. Campaign integration with targeted television, radio, freestanding inserts, print ads and direct mail leverages real world branding with online branding and direct response.
Whether used as an upfront soft lead in to receiving direct mail or as a follow up to direct mail or other media, email has been proven to create significant lift to these strategies.
email content is a key component to a successful campaign. Each email message can be individually personalized and should be consistent with other campaigns and corporate branding efforts.
The use of rich text, HTML and now streaming video in email increases response rate. Even a TV commercial can be sent to a targeted prospect in email.