In a strange way, however, email is the most cumbersome of the three. Out-of-the-box, the medium can be plain and un-compelling. Most standard email programs lack anything but basic print formatting and almost nothing in the way of graphic control or enhanced technologies. And without that, you’re sending your recipients the equivalent of a very forgettable piece of junk mail.
The solution is HTML email, a hybrid of web-based technologies and standard email services that allows you to format print and graphics to make compelling emails that encourage (and enable) people to act.