Ben & Jerry's drops e-mail campaign for social-media marketing

07/15/2010 |

Ben & Jerry's will discontinue its e-mail marketing campaign and try to steer subscribers toward its social-media outposts instead. That flies in the face of the conventional wisdom that e-mail and social are complementary platforms, writes Brian Whalley, but makes sense in the light of surveys suggesting that the brand's customers were getting annoyed by e-mail promotions. "This doesn't mean that e-mail marketing doesn't work, instead it means that you should listen to your customers and understand how they prefer to communicate with your business," Whalley adds.

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