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Email-Social Segmentation Simplified

Posted on 6.24.2010

Kudos to email and social media mavens for realizing that two great mediums work perfectly well together and that one will not (or should not) entirely replace the other.

There seems to be lots of evidence to support this.'s "Email Marketing and Social Media Integration Report" showed that e-mail marketing messages with a social sharing option generate 30 percent higher click-through rates. According to an aWeber survey (also released this week) a majority (77%) of small businesses indicate that integrating email marketing and social media is either "very important" or "somewhat important".

There is clearly a lot of activity happening in the space and you would be wise to jump on the bandwagon. Fortunately, some very savvy ESPs are providing resources and tools to make the leap less scary and more beneficial.

Email marketing service provider iContact announced a partnership with social marketing platform FlowTown today. The integration will allow iContact users to segment their subscribers based on their social web use. iContact users can now segment any subscriber list by age group, gender, location and social network.

“In the past, sending targeted email was very expensive and only available to the Fortune 500,” commented Ethan Bloch, co-founder of Flowtown. “The Flowtown and iContact integration will enable anyone to segment their lists more effectively and increase open and click rates by sending more targeted email.”

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