Some users are starting to view email, and therefore email marketing, as being as outdated as the “snail mail” it replaced. After all, when you can reach millions of people instantly via Twitter, or put targeted ads on social networking sites like Facebook, why go to the trouble of sending out email to attract new users? The smart internet marketer, however, won’t be so quick to discount email’s potential. It turns out that social networking and social media sites are causing email volumes to rise rather than fall.While this increase can cause competition and user fatigue, it also offers opportunity. As Richard Mullins, director of Acceleration (a digital marketing and consulting service), says, “There are higher email volumes than ever before, which means that content needs to be highly targeted and relevant to break through the noise.” Targeted and relevant? Sounds like the same advice you should be following for your social marketing campaign. What if you were to combine the two?Before we go on to the benefits of aligning your campaigns, let’s look at the other benefits of email marketing. First, email marketing allows companies to track an exact return on investment (ROI)the ratio of money gained or lost relative to the money invested. In addition, a recent study by the US Direct Marketing Association shows that email delivers the best ROI of all online marketing campaigns. Another benefit is the regularity with which people check their e-mail. Over 50 of Internet users check their e-mail in a typical dayusually many times during the day. With services like clear wireless internet, users can check their e-mail in more places than ever before. Sending out messages which offer real benefits to consenting subscribers is a great way to keep existing customers and attract new ones.Mullins says that companies should make it easier for users to share email promotions via Twitter, Facebook, and other social media sites. Satisfied customers love to sharewhy not let them do your work for you by offering an easy way for users who haven’t visited your site to opt in to your benefits? Mullins also suggests integrating the email marketing database with customer relationship management and online analytics systems, in addition to the standard preference center. All of this interconnectivity makes it easier for companies to target their e-mails specifically to individual (categories of) customers.Remember that all e-mail marketing must comply with the CAN-SPAM Act of 2003, which charges a 16,000 penalty per instance of spamming. You can use special services or software to comply with the Act, which requires a one-click unsubscribe feature and prevents importing non-consenting addresses, among other regulations. The Act was revised in 2008, so be sure you’re informed of the latest requirements.