Creative Guidance Can Come From Print, But Content Can't Just Be Re-Purposed

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.

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