At this Interactive Advertising Agency, we have been writing about how traditional media spending is moving on line. We have not been alone and we do believe that it is a good action to take if you are in Interactive Adversing. However, Pat LaPointe makes a good point last Friday in the article "Fools Rush In -- In Search of Magic ROI", by Pat LaPointe , Friday, December 12, 2008 "....beware: nearly EVERYONE ELSE HAS THE SAME IDEA. .....But the laws of marketing physics suggest that more marketers and marketing dollars will rush in to the arena than proven executional avenues can accommodate in the short term. And most of them will NOT bring breakthrough new creativity with them. That will create lots of failure and un-delivered expectations, which in turn may slow adoption of otherwise valuable marketing options." Full Article at: http://www.mediapost.com/publications/?fa=Articles.san&art_aid=96614#comments.

So it got me thinking...what about Email marketing?  The more the idea soaked in the more I liked it. Targeted Email Marketing is a wonderful way to shift ad dollars into digital and avoid being overwhelmed by the clutter. It is your list, your relationships and your message. It might be better than an over priced PPC campaign and a weak display campaign. It certainly will be faster and cheaper to do!

At the same time, if your Interactive Adversing Agency is good at creative, good at media planning and optimization and good at conversion techniques, you might just be someone who can break through the clutter, gain market share and then use Email to crush your competition.