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Combine social media and email, marketers urged

05 Jan
Firms should place greater emphasis on combining social media and email when launching campaigns.

This is according to managing director of marketing agency dotMailer Tink Taylor, who explained that studies have shown people who regularly use sites such as Twitter or Facebook tend to read a greater amount of email.

"Instead of channels fighting against each other, we need to look at how we integrate," he remarked, adding that a growing number of businesses are beginning to understand the benefits of linking the two together.

Mr Taylor also urged marketing departments to ensure the emails they are sending out are "interesting and engaging", as some email service providers - such as Yahoo! - are taking steps to determine whether or not people open emails and stopping their delivery if they are not being read.

Last month, research from Silverpop showed that 47 per cent of marketers will keep the amount they spend on email the same during 2010, while four in ten intend to increase their budgets.ADNFCR-2176-ID-19539131-ADNFCR
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