Given the rise of social media and mobile communication, marketers must bridge these increasingly mainstream channels to traditional channels, such as email, in order to be successful. We explore this issue in “How to Harness Social and Mobile for Email Marketing,” the third Alterian eBook I have written on how to Create Engaging Email.

Using the Relevancy Group’s Connected Marketing Framework, the eBook illustrates how brands can unite mobile, social and email for a consistent and engaging customer experience. The paper discusses how the balance of power is shifting from “interruption marketing” to persistent mobile consumption, indicating that marketers have to adopt new tactics to drive customer engagement.

This eBook is full of consumer and executive survey data and specific steps to take to best leverage social and mobile in your email marketing programs. Best of all, the paper includes mini-case studies that show the impact of these principals in action. For example, the eBook shows how social and mobile interactions can assist in retaining customers that change their email address. A November 2010 survey by The Relevancy Group discovered that 30% of consumers aged 13 and older created or changed their email address in the last year. Lastly, the eBook includes mini-case studies that show the impact of these principals in action.

The eBook is available for free with registration and offers proven tactics to leverage social marketing and mobile interaction in your email program.

As we continue to build content for the Creating Engaging Email series, I’d love to hear your feedback on the second release in this eBook series. Please feel free to reach out to me on twitter.

Author: David Daniels, CEO, The Relevancy Group LLC

According to Direct Magazine, David Daniels is “one of the most influential experts in email marketing, if not the most influential.” Until January 2010 he served as Vice President and Principal Analyst with Forrester Research and JupiterResearch. David is co-author of the book “Email Marketing An Hour A Day” and has been a contributor to the Weekend Today Show on NBC. David has held senior level positions at Apple Computer, Urban Outfitters/Anthropologie, Micro/MacWarehouse, ProTeam and CDA Computer Sales.

Follow David on Twitter @emaildaniels.