Multichannel Creative: Present Your Brand Consistently

Ways to keep e-mail consistent with the overall multichannel approach:
1. Make e-mails personal and friendly in tone.
2. Make them about customers, not you; skip the hyperbole.
3. Make an offer.
4. Stick to benefits; cover features on the landing page.
5. Test offers, subject lines, arrival days, times and html vs. text.