Email marketing stands to benefit from the rising popularity of social media platforms, an expert has said.

According to Jon Maddison, UK country director at Epsilon, marketers are increasingly looking at email as a way to devise more coherent campaigns and social media is increasingly playing a part in this.

“Email is right at the heart of social media and email also benefits to a great extent from social media as well – the two coexist pretty happily; it’s a nice symbiotic relationship,” he said.

Mr Maddison pointed out that email marketing is a cheap platform from the client’s perspective and it is getting even more cost-effective by the year.

Email marketing also offers an excellent return on investment as costs associated with the channel have gone down significantly over the past few years.

Epsilon recently announced that its open and click rates for the fourth quarter of 2009 showed an increase on the fourth quarter of 2008.

Related Topics: Email Marketing