If you don't deliver valuable offers your customers will opt out of your mailing list. Your campaign' s primary objective should be to have prospects take action. Many marketers think the Web is primarily a direct sales medium, rather than a multifaceted communications tool that can used to create sales activities in other channels. Decide which sales channel your campaign is going to support. Give your customers the option of receiving messages in text or HTML format.
Some people prefer text to graphics.
Give it to them their way. Giving respondents a micro Web site to respond to rather than just an e-mail address creates more interaction and measurement opportunities. Plus, a picture paints a thousand words. Again, you'll create opportunities to interact with your customers. No Spam M'am.