Email marketing is an easy medium to track. And when done well, an excellent return on your investment.
But keep in mind, email's rules are the opposite of direct mail's rules:
With direct mail, you can assume folks want to receive something unless they opt out. With email, you have to assume they don't want it, unless they opt in. Ignoring that simple rule can quickly get you blacklisted in the world of credible email marketing.
Of course, your main goal is to get someone to your website, so be sure to coordinate your website with your email marketing. There should be specific pages on your site that relate to the email offer.
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