Can marketers combine social media and e-mail?

E-mail marketing has been taking a back seat to social media in recent months, writes Steve Rubel, but it’s time that marketers learned to combine the formats. A growing number of e-mail companies are wiring social tools into their marketing campaigns, and social marketers are finding that users are often more amenable to receiving offers by e-mail than by direct social-network messages. “Savvy marketers are beginning to see that if they leverage all of their channels effectively, they can increase their overall ROI,” Rubel writes.  Advertising Age (tiered subscription model)


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