A match made in digital heaven

Wired Marketing writer Amy Birch offers very helpful ideas and practical examples of how marketers can best integrate social media and e-mail campaigns for their brands.  We already know the ubiquity of the first, but isn't the second old hat?  Admittedly I've joked with friends that e-mailing is so 20th century.  But not so fast with my derision.  Copyblogger notes,

[E-mail marketing is] also amazingly cost-effective. With an ROI of around 4,300% (according to the Direct Marketing Association), email practically pays for itself … and saves a tree or two. It’s what you use when you want to move from “conversation to commerce.”

4300% is hard to believe, but we can be sure that it is cost-effective and it results in positive ROI.

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That said, Birch delineates the value of weaving this together with your choice of social sites:

Promoting social sharing and interaction with your email contacts is important for a number of reasons:

- To extend the potential reach of your emails. As people share your emails, your brand gets more exposure and more potential for opens, clicks and conversions.
- To grow your email list. As more and more people receive your emails, the more chance you have of gaining new subscribers.
- To connect with your audience. Each social network allows you to connect with your contacts in a slightly different way.