Marketers should incorporate social media into their email marketing campaigns as part of an effective multichannel strategy, an expert has advised.

According to Lisa Morgan of Practical E-commerce, linking email with social media is a powerful union because it combines direct response with organic communities.

This specific form of multichannel marketing is now becoming more “conceptually interesting” to marketing professionals, she explained.

“Using email, we still tend to unilaterally communicate to an audience, while social media is about interactive discussion,” Ms Morgan commented.

She went on to explain that one of the ways marketers can combine the two platforms is by including social sharing links in their newsletters. This helps to expand the base of a firm’s readership beyond opt-in subscribers at no extra cost.

Related Topics: Email Marketing