Businesses ‘Should Consider Linking Email and Social Media’

by Stephen Logan on 6th January 2010

An industry insider has suggested that companies carrying out marketing campaigns online should consider integrating the use of social media and email promotions.

Tink Taylor, managing director of dotMailer, claimed that an increasing number of people are becoming aware of the benefits of connecting the two communication mediums.

He explained that studies have been carried out which indicate that people who use social media are often more likely to read emails, which is an opportunity for marketers to explore.

Mr Taylor pointed out that this should help advertisers hone their messages, particularly since email providers can choose not to deliver an email to an individual’s inbox if there is a low level of engagement with the sender.

"Marketers have got to make sure the emails they are sending are interesting and engaging otherwise ESPs will decide for the recipient what they should and should not be reading," he said.

According to a survey by Silverpop, four out of ten online advertisers claimed that their email marketing budgets are increasing in 2010 compared to 2009.