With the latter, it's important to keep branding in mind. Just as the email process itself has evolved, so has the delivery technology. Keep in mind that flashier is not always better. Relevancy to the product, promotion and the target audience is key. Without a relevancy to the product, the additional upfront cost cannot be justified.
Rich media offers many things.
For starters, it offers high response rates and low acquisition rates. Secondly, it offers the ability for recipients to fulfill the call to action within the email rather than transporting the customer to a Web site and interrupting his or her valuable mailbox time. As if that weren't enough, it also offers new tracking capabilities allowing for greater optimization. Conclusion Today, some 150 years after the Pony Express made the fastest tracks in the West, direct email is making history by changing the way we communicate online, electrifying the impact of our messages. Rich media puts a face to our words-far more than different fonts, italics, boldface or even ALL CAPS let us personalize our text emails in the past.