Connecting email, social

摘要

Despite the emergence of newer and flashier channels of communication, email remains a marketing workhorse. Still, to keep their campaigns effective, email marketers must be vigilant about keeping content relevant and databases clean, all the while keeping tabs on how trends such as social media and smart-phones affect the way subscribers read and perceive email. Integrating email with social marketing is a particularly hot topic among marketers, though many b-to-b companies aren't entirely sure how best to promote social through email or email through social. "We want our marketers to spend more time talking about the value of engaging on the social sites," said Richard Rushing, senior director of digital strategy, strategic and analytic consulting at Epsilon Data Management, a marketing services provider.