Katie Oakes says, “Two channels that seem to go hand-in-hand are email and social. Do you see clients integrate these channels successfully? How are marketers you work with excelling in email + social integration?

AL: Email and social can definitely work well together, and the key is interconnectivity – making sure that messages are not only well-aligned, but truly complimentary. Social can take the interaction further by allowing users to add their own content and reviews, participate in contests and sweepstakes and really move the message to a dialogue. Additionally, top brands are incorporating email to monetize social – utilizing social interactions to identify the products and services that are most valuable to users, and sending a corresponding email that makes it easier for the user to make the purchase.

EY: The clients that I see at the forefront in this space are taking a couple of things into consideration. First, they’re using actual data that the user has shared on the social site. Second, they are incorporating that with real-time action, connecting social interactions to an automatic response via email“.

Email and social: Better together, but not one-size-fits-all

‘Experian Marketing Forward’ Blog

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