The debate rages on surrounding the value of email marketing and social networks (social media). Should businesses focus more attention on their social media accounts like Twitter and Facebook or email interactions? I’m pretty tired of people just arguing for the sake of arguing. What does the customer want? How does the customer want to receive YOUR information? Sometimes businesses fall short and forget the simple age old rule: Customers First.

And remember the second rule – Market dominance requires integration of all marketing channels… not separate silos.

I don’t care if you don’t want to spend time on Twitter or you think it is stupid. I don’t care if email is hard to manage. If a customer has subscribed to your email, follows your tweets and has liked your Facebook page… there must be a strategy to interact with that specific customer through email, mobile, or social.

When deciding how to share information with your customers you must first understand how customers view each and every channel.

According to MediaPost Publications, the majority of costumers view email as the least intrusive way for companies to engage . Customers trust email more than social networks. Period. They believe they know how to avoid being scammed in email but do not fully understand the risks in social networks. Email is also viewed as being a good source for detailed information or when looking for exclusive deals.