• by David Goetzl  @dgoetzl, May 2, 2011

Lance Broumand, head of UrbanDaddy, which offers emails about entertainment and lifestyle opportunities for men in cities, had 300 subscribers when launched in 2005 and now has 3 million – it’s “GQ or Esquire meets a local guy.” Advertisers include Heineken and LVMH.

Recently, though, an example of marketer interest in email campaigns came when Johnny Walker indicated it wanted to heighten email marketing at the expense of other channels. It’s a national advertiser really focused on metrics, something email uses as a calling card, Broumand said.

“At the end of the day … there is no more personal medium than email,” Broumand said.

As for the content of a message, he said UrbanDaddy has focused on a “very short, fun, engaging read, full of information you care about,” as if listening to a friend talking about great fun last night. One help in development has been experimentation with paragraph length to find a sweet spot.

Overall on the industry, Broumand expressed that “this idea of communication on a one-on-one basis with somebody” with new and improving tools that can be melded with other channels will be a boon.