How Social Media Influences Email Behavior

Gherard Jacobs

Social media has become a cardinal driving force behind how brands engage and interact with their customers. Even CMOs are increasingly realizing that social and mobile will have the biggest impact on email marketing in the near future, as seen in MarketingSherpa's email marketing benchmark report for 2012.

Facebook's 750 million active users worldwide (along with Twitter's 500 million and Pinterest's 12 million) make it clear that social media has the power to connect vast amounts of people with each other. However, how companies choose to use this network of social interaction depends as much on the marketer as it does on the audience perched on the other side of the digital film...

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