Executive Summary (This is a document excerpt)

Email success among marketers of apparel, home goods, or travel is obvious because it's measured in sales. Financial services and consumer packaged goods (CPG) manufacturers find the value of email more challenging to defend because they are limited by security and data constraints, or because they don't sell direct to the consumer. However, precisely because of these constraints, email practitioners in these industries have developed some great relationship-building best practices that any interactive marketer can leverage. All practitioners should infuse their emails with user-generated content and increase their usage of analytics to deliver ever-more relevant messages.