Again, match the offer to the segment. Every message in a customer's inbox requires time and attention. 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. 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 email address creates more interaction and measurement opportunities. Plus, a picture paints a thousand words. Online Off-line Integration. Again, you'll create opportunities to interact with your customers.