The rise of social media should create new opportunities for email marketing,
rather than make it obsolete, according to one industry commentator.
Writing for Econsultancy, Chris Lake noted that firms are increasingly using
sites such as Facebook and Twitter to promote their brands.
However, he is convinced that email marketing has a vital role to play in
attracting and retaining customers.
Mr Lake stated: "Personally I like the idea of email, like mobile, transforming
into a sticky glue that binds campaigns together."
He suggested that email – as a form of direct marketing - can open up a new line
of communication with people, in a way that social media alone is unable to.
"And it's sensible too - it is essential to migrate a good portion of social
network audiences to your own databases to be able to communicate via other
channels," Mr Lake said.
Earlier this week, Simm Jenkins told ClickZ that email and social media should
work alongside each other to enable customer retention across multiple channels.
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