Lisa Dick, online marketing manager, at Helzberg Diamonds said that often email content takes its cue from the company's catalog, but it can't just be shifted over or re-purposed.
For example,
print creative can be "so pretty and romanticized," but email has to strike a balance between beauty and functionality. Email has to make it easier to drive engagement and click-throughs.
Dick
said email has an advantage in over print in testing effectiveness since it costs much less.