Why do these seem like oil and vinegar?
A major complaint with the email channel is the lack of customer data according to Ken Magill's article this week.
Seems almost counter intuitive that the most personal of mediums suffers from a severe lack of contextual data about just who is receiving the data. Just like the emergence of segmentation in email, time will show an increase in the availability of direct or indirect customer data. At a minimum geo-location should be the starting point, just like it was in Direct Mail.
With Direct Mail spending at 6 times Internet spending; the old dog can still teach a few tricks.