Friday, 30, Apr 2010 10:53
Brands can benefit from integrating their social media and email marketing campaigns.
This is according to Jon Maddison of Epsilon, who claimed at the recent Internet World event that social networking would not exist at all if was not for email.
"Email is right at the heart of social media and email also benefits to a great extent from social media as well - the two coexist pretty happily. It's a nice symbiotic relationship," he explained.
The expert noted that while email newsletters might be at the heart of any online marketing campaign, it is likely that companies will be attempting to reach their target audience via social media too.
Email marketing open and click rates rose during the fourth quarter of 2009 compared with the same period in the previous year, according to a report released by Epsilon in February.
Open rates went up by 5.3 per cent over this timeframe, while average click rates saw a slight increase from 5.8 per cent to 5.9 per cent.
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