1) Be consistent with your marketing message across channels. Don't present conflicting offers that will frustrate your audience-for example, offering 20% off through e-mail but 10% off in the catalog.
2) Make sure your message fits the medium. Design your creative for the appropriate channel. E-mail requires a different format and voice than direct, postal mail.
3) Be relevant. Make sure what you send will be welcomed. Using best practices when sending e-mail will help build trust and awareness for your postal campaign.
Craig Swerdloff is VP-general manager of customer acquisition solutions at Return Path, an e-mail services provider (www.returnpath.com).