A recent study from DMA shows just how critical an element email is when it comes to successful direct marketing campaigns. While the study’s main focus is to show that the lines of direct marketing and brand marketing have blurred through multi-channel campaigns, the study’s statistics point to the predominance of email and web in these campaigns.

It is email’s ability to personalize and track and motivate with clear calls to action that makes it a key ingredient. By integrating and coordinating across multiple channels, marketers can create cohesive brand messaging that can lead to powerful brand experiences.

How does email fit in? In a fully integrated campaign email is an element that can breathe “interactive life” into two-dimensional print campaigns. Direct mail and print advertising should no longer be stand alone elements. Email and web can be coordinated with traditional marketing efforts to dynamically drive messaging.

Even more, email opens the lines of communication with your audience allowing them to respond, participate and own your brand. This leads to a better understanding of your audience and your brand, which will improve messaging, targeting and personalization. Check out the study to see how email is influencing today's best direct marketing tactics and principles.

Ryan Buchanan is the CEO and Founder of eROI