February 2003 about us    services    portfolio    news Hi, We hear a lot of talk about the need for integrated marketing, targeted messaging and consistent branding across mediums. But what does it all mean? We won't get into everything, but this issue of On Track will take a closer look at what's involved when integrating print into email; we'll specifically look at some "do's and don'ts". Enjoy the read! Carolyn Gardner President, cardcommunications Even though writing for email is much different than writing for print, some elements are closely related. One such element is an email subject line that can be compared to a print headline. For both, you must be rigorous and slash all unnecessary words, punctuation and spaces. Abbreviate long words and cut extraneous articles such as "the", "an" and "a". Be sure to read this month's feature article for more email writing advice.   The need for marketers to develop integrated programs that push out messages in multiple channels to reach people in multiple ways has become increasingly important. In a survey by Jupiter Research, 49 percent of online consumers surveyed said they were more likely to respond to an email marketing message if they had recently seen a commercial or read an ad for the company or product. According to Jupiter Research, email will cannibalize 13 percent of direct mail revenues by 2005. By 2004, Forrester Research expects the email marketing industry to be a $4.8 billion industry.   "Cut & Paste...Not!" By Carolyn Gardner If you're like most marketers you've got a pretty good idea of the writing style that works in print. But how do you transfer that print message into an email message? All too often I see a literal cut and paste scenario. In fact, I've even seen email campaigns that include underlining! Hello! You can't do that in email! Do it and you risk readers thinking it's nothing more than a broken link. Read more do's & don'ts... Please forward this e-newsletter to friends and colleagues... www.cardcommunications.com