Email reinforces social network marketing

Given the popularity of the social network environment in B2B marketing, where the LinkedIn audience has more than doubled in the past year and even Facebook has become a de facto business network, B2B marketers are reconsidering the social network environment*.

What does this mean for email marketers? Does communication through social network channels make well-planned email marketing campaigns redundant?

Definitely not!

House lists still contain considerable marketing equity and, while social networks may play a part in attracting audiences, email is essentially a retention marketing channel. Once attraction through networking  is converted into a sales cycle, well-planned email messages help prospects through the sales pipeline.

Existing customers may well see brands in a new light through social networking effort but, ultimately, it will be quality email communication that will maximise retention.

*  According to eMarketer Reports

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