Social media is a frenemy to email marketers, panelists at the Email Insider Summit Europe revealed today. Oliver Beckett at Expedia revealed that while these teams have a love hate relationship,
there is an opportunity to work together. "It's less hate more love nowadays, we realize the mutual benefits of each," he said.
For instance, if the email team at Expedia has a really
important email campaign, then they ask social team to push it out to which helps make both teams look good.
The brand also works very closely with the customer experience team.
Beckett says that this relationship is very important since it helps them to understand their customers better.