Social media makes email more effective

It is great to see how consumers’ perceptions of email marketing have improved during the last year (MW 6 October), but brands now need to take the next steps to enhance the discipline’s reputation further.

While the research may show consumers only have limited time to check their emails at home and at work, research by Forrester reveals 19% of the population check their emails on mobile devices so it’s essential that emails and websites are optimised accordingly.

Email’s effectiveness and influence can certainly be amplified by integrating the best social media content and incorporating social sharing functionality.

Simon Bowker

UK managing director, eCircle

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