Marketers considering adding social media to their marketing mix should also be considering how it can be integrated with their current strategies – including email. Next to Search, email continues to be a top revenue driver in online marketing. However, there has been much speculation that social sites like Facebook, will soon replace email with its easily digestible, conversational content. Since social sites still default to email (users must have an email account in order to register) and rely on it for communicating updates, requests, etc. to their users; marketers have an opportunity to present their messages to their audiences as multiple touch points using complementary mediums. Marketers should be thinking about how they can facilitate conversations on social sites that will feed into their email marketing messages that will drive their audiences closer to the ‘sale’.

We’re interested in your thoughts on this topic. Are you listening to how people are engaging with your brand through social media? Are you then applying what you learn to your email campaigns? Do you see an opportunity within your organization to bridge the gap between email and social?