Marketers should use the lessons learned from email marketing campaigns and apply them to their social media activities, an expert has claimed.
Writing on Chief Marketer´s website, John Rizzi said that what has been effective in other online direct marketing activities can also work for social media campaigns.

"You should be inviting the best customer segments of your email list to engage your brand´s social networks, where the ability to advocate on behalf of your brand increases exponentially," he suggested.

He advised companies to have a clear strategy in place, adding that content should always be relevant and fresh.

"Driving your customers to social networks without a plan for engaging them will most likely lead to disappointment, so make sure you have a plan for publishing valuable content regularly," he added.

Last week, a study carried out by the Direct Marketing Association revealed that consumers are more receptive to online direct marketing than marketers thought they would be.