I often feel that email is the neglected step child of retail marketing. We’ve all seen the news articles and blog posts that tout sexier marketing trends like Twitter and mobile marketing. Many retailers have already jumped on the social media and company blog bandwagon and will spend months planning and implementing these changes on their website. Yet, I so often run into marketers that are willing to throw together a weekly sales email in an hour and blast the same message to their entire customer list. Why? Well, my guess is they are underestimating the “response” they get from email. Catalogers are quick to argue that offline communications drive online purchases, but how is online communication driving offline sales?