General Rules

• Use the same tone of voice across all channels - this will also help to create brand synergy [source: Email Training Part 2].

• Ensure that an email or banner with an offer links through to a simple, tailored landing page that reflects the same message and offer [source: Email Training Part 2].

• Remember that upfront planning is key to ensuring an integrated online user journey and to obtaining rich learnings for future campaigns [source: Travel Sites Media Testing, Q2 2006].

Integrating Email Creative

• Think about the consumer's experience on the landing page when developing email communications [source: Email Marketing Info Share, March 2008].

• Email graphics must integrate smoothly between advertising and website to create a consistent brand experience [source: Direct Mail vs Email].

User Journey Integration

• Create a single path from the email to the landing page: eliminate un-needed elements like surveys or links to other resources to keep the prospect focused on completing the desired action [source: Email Marketing Info Share, March 2008].