Embracing social media doesn't have to imply scrapping your e-mail-marketing campaigns, writes Jeanne S. Jennings. Social-media users actually tend to be avid e-mail users, and people are more amenable to receiving marketing messages via e-mail from companies they're already connected to socially, a study shows, so there's plenty of incentive to overlap. "Smart marketers know that social and e-mail work together well," Jennings notes. "[B]y leveraging that relationship they can make both their social-media and e-mail marketing strategies more effective."

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