• by David Goetzl  @dgoetzl, May 4, 2011

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.