Creative & Copywriting: Using Creative to Power the 1-2 Punch of Mail and Web

Of course, if you send mail to drive Web traffic, as do the folks from Flowerbud, it's a nice idea, except that without an offer it becomes a "so what?" I'm a customer of Flowerbud, but these mail campaigns never get me shopping. They don't give me a reason to.

Many retailers use e-mail to achieve this same goal — to get consumers in action. But based on response numbers, mail is often a more powerful vehicle and something that should be included in the mix to create a synergy to grab consumers' attention. There are some weeks when I don't look at any promotional e-mail when I'm really busy, regardless of the subject line. But if I get a mail promo that same week, I'm more likely to notice it.