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Social media and email marketing are often portrayed as being at odds with one another; however, they can actually increase each other's use.

Margaret Farmakis of Return Path, in a guest post for Econsultancy, commented that social media could not survive without the medium of email.

She notes that, for most people, signing up to social media and further interactions with it often occur as a result of email marketing.

Businesses can harness this by aligning their email marketing and social media campaigns.

Each medium can promote the other, which will be effective when combined with inclusion of relevant content interesting to the consumer, as well as by humanising the brand.

Recently, Dave Evans of 2020 Social, writing for ClickZ, commented that listening – and then acting on – feedback from users is one of the most important factors in succeeding in the social media realm.