9. Closing the Loop with E-mail and Marketing Automation

What is social media? Earlier in the book, we said it was a digital tool that allows you to have a two-way dialogue with prospects and customers. Based on that definition, aren’t e-mail and marketing automation tools part of the social media family?

In short, the answer is yes. Even though many people consider e-mail and marketing automation tools as a separate category, we consider them part of the social media family. Why? Because they’re digital tools that allow you to have a conversation with your prospects and customers, and that’s what social media is all about.

You’re already familiar with e-mail because you get dozens or even hundreds of them a day. If you’re not familiar with marketing ...

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