InternetRetailer: E-mail newsletters star in a campaign to drive offline sales

Blockbuster uses email in unusual but effective ways. They send newsletters with coupons at a varied frequency to drive traffic to their stores, as opposed to the purely online offers sent on a regular basis that most marketers use.

One thing Blockbuster has found challenging is to collect email addresses at the point of sale, both because it requires that you educate your clerks as to why they should do that, and because customers want to know the value they'll get out of giving their email.