Should Integrating Social and E-mail Be a Priority?

Surprisingly, the answer may be no, based what consumers said when asked what motivates them to open and read an e-mail. Only 2% said it was because the e-mails had a social component. That's the same percentage of responders who said they opened e-mails because they looked nice. However, that doesn't mean you should ignore the impact social can have on your e-mail program. It just means that you need to incorporate social into your e-mails where it makes sense for your audience.