Social media platforms can be used to extend the reach of promotional emails, according to Epsilon.

The company pointed out that social media is a “fantastic” way of acquiring new customers and sales leads through email because it is a trusted platform.

Speaking at the Internet World conference, Jon Maddison, UK country director at Epsilon, said there is no disconnect when it comes to email; customers do not have to put down a piece of direct mail and log on to the internet to find a company’s website, they just click through and they are there instantly.

“It’s a nice, simple process for every recipient of an email, that’s why it works as well as it does,” Mr Maddison said.

A recent survey from GetResponse found that email messages with three or more sharing options generated 55 per cent higher click through rates compared to emails with none.

Furthermore, emails with a Twitter sharing option returned over 40 per cent higher click through rates than messages without any social media links.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing

Related Topics: Email Marketing