Social media activity should be enhanced by email marketing campaigns, according to e-marketing experts.

As reported by Direct Marketing News, using email marketing to trigger advocates to share content through social networking sites would overcome social media’s biggest challenge: measurability. Speaking to UTalkMarketing.com, Jon Maddison, spokesperson for a marketing strategy firm, said that users would be able to use the facility to receive tailored emails.

He said that through website analysis, marketers can track the take-up of the product, because email marketing campaigns offer a way of measuring ROI.

“Recipients that like the offer are invited to post it to their Facebook page and to provide an incentive, they will be entered into a competition to win the product,” explained Mr Maddison. “The poster’s friends repeat this process, generating a healthy stream of new acquisitions for the company’s email programme along the way.”

As reported by Online Social Networking, the success of email marketing campaigns depends on the marketer’s ability to reach the target market via their inboxes. However, according to the Internet Advertising Bureau, successful email marketing campaigns can be used to deliver service messages, help build relationships and stimulate a two-way dialogue with consumers. Using a multi-channel approach to marketing boosts response rates and, as such, allows a business to send out a follow-up reminder email once communication has been delivered.