Multichannel Brand Management: Refine Your Message

Meanwhile, electronic media, such as Web and e-mail, is good for:
• cost-effectively maintaining relationships;
• communicating product or program changes;
• conveying urgency;
• encouraging dialogue; and
• dynamic personalization.

It’s not very good at prospecting, since e-mail lists are weak compared to direct mail lists. So, when choosing which channels to use for parts of your campaign, don’t try to make a medium do a job it’s not good at doing.