Don't through your Email Marketing away use Social Media to Revitalise it

Companies should seek to integrate social media with their email marketing campaigns, an expert has said.

UK director at Epsilon Jon Maddison emphasised that social media is very trusted among consumers, so highlighting its benefits in emails can be advantageous.

"If you want to be able to try and acquire new customers … and make them aware of a new offer that you're featuring in your email, then social media is a fantastic way of doing that," he commented.

Mr Maddison stressed that because email is an electronic medium, people can be targeted both quickly and effectively.

Consumers can also click through to a website with ease, so brands can get their message across in the most efficient way.

Email messages that include a social sharing option generate 30 per cent higher click-through rates (CTRs) than emails without a social sharing option, GetResponse recently found.

Messages with three or more sharing options generated 55 per cent higher CTRs, according to the Email Marketing and Social Media Integration Report.

It also found that emails with a Twitter sharing option returned over 40 per cent higher CTRs than messages without any social media links.