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Social Media + Email Marketing Equals: One Company Doing It Right

Though social media is all the rage, email marketing also remains strong, with 85% of companies planning to increase spending in this area in the second half of 2009 according to a recent study. Email in many cases is taking budget dollars away from other channels because it remains reasonably effective, highly measurable and relatively inexpensive.

Combining social media with email marketing holds tremendous potential, as the tools are complementary. Email is permission-based interruption marketing; social media is participatory. Email is outbound, social media is inbound. Email (in segmented campaigns at least) lets you have a monologue with prospects based on group characteristics; social media enables dialogue with individuals.

One example of a company executing this combination well is Aquent, a marketing temporary help agency based in Boston. The firm has used email for years to market itself to and maintain contact with both prospective corporate customers and individual talent. More recently, the company has also developed a presence across the major social media sites, and combined this presence with their email efforts. The result looks something like this:


It's concise, attractive, inviting, and shows that the company has invested considerable thought and effort into this on both strategic and tactical levels. Nicely done, and not a bad model for inspiration on the possibilities of combining traditional email marketing with forward-thinking social media efforts.

*****

Comments

Chad H said…
Thanks for flagging this example - it's a good one. It's also interesting to see how well Aquent has their social media areas covered. How did you get this email? Were you looking for a job> Just curious on the event that triggered the email.

@chadhorenfeldt
Tom Pick said…
Thanks for the positive feedback Chad, and fair question: I was Aquent "talent" for a time back in 2005 when I first left the corporate world for the consulting / agency side of things, and I still keep in touch.
Sara said…
Great Post. I really like how you showed the specific example on how to get your point across. Working in the Social Media department for an email company, I completely agree that the two go hand in hand. It is nice to see a company that succeeding in both.
Great article, I definitely agree that email and social media working together is going to explode and provide a new tool for marketers.

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