Chatting with a friend about this article, he suggested I write about the most memorable email I've received. And while that would be interesting, I know I find emails memorable for reasons you might not. I'm most enthralled by the development, design or concept, whereas you might be most taken by the message.
As my friend described the most memorable email he had received, I thought about why that same email would have been memorable to me. That led me down the path I started in my last article—applying direct-mail lessons to today's email campaigns.
In 1995, I founded The World-Wide Power Company, the world's first international distributor of all (graphics) extension-based technology. As the only distributor of all things plug-in, we had extensive records about who owned what, their core applications, versions, numbers of copies and so much more. Back then, this data lived in our invoicing system, which suited us perfectly as we had customized FileMaker Pro for inventory, invoicing, reporting, vendor tracking, managing the product matrix, and other day-to-day business activities. This meant our customer and purchase data were clicks away any time we built a direct-mail campaign.
Our most-successful campaigns were our weekly direct-mail postcards and letters, nicknamed PUN (product-upgrade notice) and CUN (competitive-upgrade notice). These events were mailed each week to everyone in our quarter-million name database who owned a product undergoing an upgrade during the week or for which a competitive product had been announced. The messaging on the cards went something like this (I've represented some of the messaging with the field names from our database, shown in all caps, to save space and to illustrate connections to fields):
CUSTOMER NUMBER: 
[LESLIE STRONGMAN], [XYZ PRINTING]
OR THE CURRENT IS/IT DIRECTOR OR GRAPHICS MANAGER
[ 1/22/1997 216350 1 Imposer XTension]
[ 4/4/1997 221450 5 Imposer XTension]
[ 4/7/1997 221527 2 Imposer XTension/MarkIt Bundle]
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.