The document discusses combining email marketing with social media marketing. It notes that while email marketing is still effective, integrating social media capabilities can help build conversations and acquire new leads. Specifically, promotional emails can include calls to action encouraging recipients to share on social networks and follow the brand. This allows the message to spread through a recipient's social network, generating more exposure and potential new customers. Metrics for social email should track shares, followers gained, and traffic from social referrals in addition to traditional email metrics.