What term might you use to refer to social AND email marketing as one?

If what you are looking for is an umbrella term that is appropriate to cover the DM (push) aspects of your email marketing program + social marketing program ...then I think "Relationship Marketing" could work. While they have similarities & should both be plugged into your CRM effort, as others have already mentioned -- they are different and should not be thought of as merely two different opt-in channels to push the same messages through. Email ProgramIn addition to your DM/push messaging, it should include personalization to whatever level your CRM will allow.  Ideally it allows the customer to opt-in to their preference of frequency, types of offers/info, etc.  The other part of the email program that goes beyond your standard scheduled DM and includes triggered emails (re-engagement after a lapse of activity, based on a certain activity triggers by the customer on the website or mobile or instore action, etc). Social ProgramThe social marketing (DM/push) side is where you will see the most similarities with your email program.  However, beyond that the opportunities for engagement and evolving the relationship/connection with the customer is very different in "social" than you can get from an email program.  You can build the relationship with each customer through a variety of non-DM marketing activities (community management - support, etc) that will help to improve their perception of the brand and make other marketing efforts more effective.  In addition you have the benefit of their friends activity + you can reach beyond just your connections (fans, followers, etc) and extend your message to friends-of-friends via their activity with your content.

My first reaction was to call it Somail - social email, with social being more of a layer than just Facebook. And it is so mail...email is like the dinosaur that never goes away and still has value; I saw a survey with a bunch of US dentists 3 years ago that pointed out how they hated "email", yet most of their communications were from social networks and others, via email they saw on their phone... And that wasn't email, unless it bugged them. I just don't think it's just Direct Marketing... Social and mobile are moving towards targeting of a user that is not problem based, which to me is what Direct Digital Marketing really is...still problem solution, when the layer of social brings in the opportunities for geo location, games, and rewards centering around often distracting things like celebrities, news, and the latest update on Facebook, Twitter, et al. To me what you are asking is more like the convergence of direct marketing, and branding, which are no longer separate worlds. (And I call it Brevenue, the name of the book I'm writing, branding that creates revenue and is connected to that...I don't think that's the name for what you're discussing, but that's what I'm seeing...lead gen is like a dirty word and defines an aggressive, direct, problem solution approach. Now those folks are selling likes, for example, and getting paid per like, calling it Engagements or Relationships, which if done right they truly are.... New marketers realize in the long term, you can't pay to be liked). And the new killer app, and I don't mean a mobile kind of app, that will evolve must someone monetize, help people define their problem (like anyone really knows consciously the basis of most problems they are having - being confused and curious is part of the exploring process, and we have to find something beyond search.). Now my answer to your question - part killer app, part intent, part relationship/engagment, part email, part social.... Memail.. Because in the new digital world, it's not about you the advertiser, or direct marketer (unless you take a few steps before...2-3 step marketing?) It's about me...and unlike the old ways of marketing and advertising, I'm in total control and for some illogical reason, I keep using email while I keep using everything else. It's like when computer printers threatened paper, until they started printing more paper. Email is sort of like printing...they should do it less, but they do it more, and it's more about.... Me

Intent Marketing would be my choice in terms, for this type of combined coordinated strategy, based on interactions that occur through social channels, which lead to stream based communications, which are then supported by further social interactions or assists to reinforce. The assist can be provided through both online an offline channels.

I would not consider social marketing and email marketing as one, but they can work symbiotically with each other. By adding contacts you gain from social media to a directed email campaign you have more of a chance of getting them to make a purchasing decision. You can not directly target with a general social media post, print ad, or other forms of media. Email also gives you the opportunity to communicate with people who do not use social media and prefer to communicate that way. Every form of marketing has its own purpose for reaching customers and potential customers. That is why businesses need to take a look at who their customers are, where they are receiving their information (online,offline, print, email. or other), and then decide where to put their time and energy.