"The only thing I would add is that email engagement clearly requires more commitment than social engagement. Using a relational simile, loyally members are like 'family,' subscribers are like 'friends,' and fans and followers are like 'acquaintances/This being the case, marketers should be looking to move folks up the commitment chain. Finally, marketers should be comparing the LTV of an email subscriber/member to a fan/follower to make the best choices about where their dollars should go."
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