• by David Goetzl , May 5, 2009

Karen Talavera of Synchronicity Marketing, an email marketing firm, is speaking about the opportunity in linking email marketing with traditional offline channels. Even the age-old direct mail.

She says marketers behind the well-known Dove “Real Beauty” campaign have been able to bring people into an “online conversation” and learn something about them -- and then send them a direct mail piece.

So “email becomes the central linchpin” or “the hub of the wheel,” Talavera says, and serve as an avenue to build a list of interested customers and then target them through other channels.

Those also include include mobile and social media -- which also can both serve in the reverse and help grow that list of engaged consumers.