7 Ways to Leverage E-Mail as a Real-Time Marketing Tool

2. E-mail coupons as a way to track cross-channel sales. Coupons are viewed by many marketers as a danger or an opportunity. Stewart emphasized the increased exposure as a viral opportunity for your brand, citing an ideal example of enabling consumers to print out a coupon included in an e-mail and using the coupon in a retail store. Then, if you can determine the person using the coupon isn’t the person who received the e-mail, you gain an opportunity to get that person to sign up for your e-mail program as well.