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?
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.