Organizations are increasingly leveraging social media for communications and marketing. Social networks in particular can be leveraged by IT and Marketing leaders as a distribution channel to reach beyond traditional customer segments, transforming traditional customers and prospects into social distribution partners.
This research note includes:
- A description of social media channels most commonly integrated with e-mail marketing.
- Key business considerations for initiating social media marketing by extending e-mail marketing.
- Recommendations for implementing e-mail marketing campaigns that are integrated with social media technologies.
Integrating existing e-mail marketing systems with social media channels, such as blogs and public social networks, can generate personal referrals that yield higher click-through rates than traditional forward-to-a-friend e-mail campaigns. IT may need to assist marketing personnel with manual integration of social media channels into e-mail message content.