though your email should be designed for maximum performance and consistent display in email clients, it is critical that your brand emails look like they have the same “parents” – your website and other marketing collateral.

Let's learn from what e-mail marketers have tried in the past with forward-to-a-friend. Most marketers understand the potential opportunity of forward-to-a-friend but that potential has not really been actualized. By and large, forward-to-a-friend has been tough to measure and hasn't been as widely adopted as marketers would like. So we can't expect share-to-social to be much different unless we're truly effective at sending highly relevant content.

This Month's E-mail: ProFlowers