"[O]nce you've created a regular email-communications program, or developed your smart auto-responders, are you remembering to strategically use email to strengthen and encourage relationships with your list members in other channels?" Karen Talavera asks in a Pro article at MarketingProfs.

There's a simple reason why it's important to facilitate cross-channel interaction with your email subscribers, Talavera says: They are actively hopping, skipping and jumping from one channel to another!

"Conversations started in one channel don't just stay there," she notes. "Simply because a customer signed up for your email doesn't mean that customer is not also following you on Twitter or Facebook and might want to communicate there, too."

She suggests several ways to use email to build relationships online and offline. Here are two:

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