Email is a Creative Medium
Two prominent examples: video and user-generated content.
While there currently is no system to successfully embed a video player into an email, the execs suggested inserting a graphic that looks like a video player. Then, people can simply click on it to watch the video on a player housed on a marketer's site. They said the video links have increased click-through rates by 5%.
The execs -- principals Lisa Harmon and Aaron Smith -- also touted weaving user-generated content into messages. So, for example, a site that sells video game consoles could include customer reviews.
Smith-Harmon clients include REI and Williams-Sonoma.
 Here's the full list of S-H's advice on email best practices:
 ü     Don't assume your message is compelling! Ask yourself:
•        What is this about?
•        Why should I care?
•        What do I do about it?
ü     Consider the above-the-fold mark and the preview pane
ü     Include a good balance of images and text
ü     Provide clear primary and alternate calls-to-action
ü     Throw in a few bells and whistles
ü     Personalize
ü     Leverage dynamic content
ü     Feature user-generated content
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