Email marketing 'is still a relevant channel'
Friday 26th February 2010
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.
Written by Mark Hainsby