Email Marketing and Social Media: Do They Integrate?

by | Feb 19, 2020 | Content Strategy, Social Media

email marketing and social media do they integrate

To achieve long-term growth, businesses need to find the best marketing strategies to help them promote their products, increase their brand awareness and boost their customer retention.

Implementing email marketing, in this case, is one of the most cost-effective strategies that help you deliver amazing content to your subscribers and keep them engaged.

Not only that, but it also gives you a 5500% ROI which means that for every $1 you spend on email marketing you get back $55.

While email marketing still reigns supreme, using only emails will limit your reach and prevent you from engaging more prospects to turn into customers.

If you want to have a successful strategy, then you should combine your email marketing with social media marketing, one of the most popular and equally cost-efficient strategies that will introduce your business to new opportunities and a massive audience.

However, you might ask: Can email marketing and social media go hand in hand?

To answer your question, yes they can. How? Let’s find out!

Email Marketing and Social Media: The Perfect Match

Email marketing and social media are two of the best digital marketing channels you can use to attract your customers’ attention and engage with them. 

Despite their similarities and common goals, both channels have different approaches that distinguish them from one another.

Emails are, in a sense, a less direct way of communication that aims at keeping your email subscribers engaged with your business, nurturing them and showing them the value of your products.

As a channel, email offers the space for a one-sided exchange where your recipient will click on your email, digest the information and then decide whether to take action or not based on the information you delivered them.

To build an effective email marketing strategy, you have to find a great email marketing platform to give you all the necessary tools to create amazing email campaigns for your email subscribers. 

Taking a look at some of the best Constant Contact competitors will give you amazing, cost-effective solutions to get your email marketing going.

Social media, on the other hand, requires you to create a social media profile, post amazing content and interact with your social media followers through comments or direct messages.

While emails and social media have different approaches, using them in tandem will allow you to drive more website traffic, expand your mailing list and lead your prospects one step further down your sales funnel.Combining their powers and adopting a diverse marketing strategy will let your business build solid customer-business bonds, promote your campaigns more efficiently and bring your customer life-cycle marketing efforts to the next level.

Now Let’s See 3 Amazing Ways to Integrate Email Marketing with Social Media

1. Add Social Buttons in Your Email

The first and easiest way to start your email-social media integration is to include social buttons in your email.

Here’s an amazing example from Timberland:

Timberland email campaign social media button placement

As you can see, Timberland includes three social buttons that lead to their Facebook, Twitter, and Instagram accounts.

By clicking on them, Timberland’s subscribers are directed to the brand’s social media accounts where they can follow the brand and start engaging with its amazing social media posts.

What’s worth mentioning is that Timberland takes into account their email subscribers’ geographical location to redirect them to their local social media accounts.

Here’s what EU subscribers will see when they click on the Twitter social button:

Timberland Twitter profile

And here’s what non-EU subscribers will come across:

Timberland Europe Twitter profile

Using this type of personalization will not only help you lead the right people to the right accounts but also give them access to more relevant content that will truly speak to them and boost their engagement.

2. Deliver Social Calls-to-Action (CTAs)

Email marketing is amazing at incentivizing your email subscribers to click on various CTAs.

Whether you want to increase your website traffic or promote a new product, emails will always be your best channel to link your pages and achieve your goals.

Now, if you take the same formula and link your email to a social media account, your email subscribers will have a focused CTA that will be a lot more effective than social buttons.

Here’s a great example from St. Ives:

St. Ives email campaign and Instagram CTA

Taking advantage of social CTAs is an incredible way to expand your social media reach and make your subscribers aware of your social media presence in the most cost-effective way.

3. Let Social Media Users Subscribe Through Social Platforms

Up to now, we saw how you can use email marketing to engage your subscribers with your social media accounts and boost their engagement.

Now, what if I told you that you can also use social media to capture your followers’ email addresses and convert your prospects into customers?

Sounds amazing, doesn’t it?

To get the most out of it, you simply need to include a specific section to your social media accounts that will link back to an email subscription form where your social media followers can subscribe.

Here’s an example from SXSW’s Facebook profile:

SXSW Facebook Newsletter CTA

By clicking on the “Sign Up” button, their followers are redirected to their website where they can enter their email address, choose their personal preferences and subscribe to their mailing list for more news.

SXSW newsletter signup form

As this example shows, using your social media profile is a simple yet effective way to increase your email engagement and, at the same time, enhance your email marketing campaign efficiency through demographic segmentation.

Now, if you don’t want to make your email signup the main CTA of your Facebook page like SXSW, you can add your newsletter signup option on the left side of your profile along with the rest of your tabs.

By including an email signup tab, you’ll manage to build your mailing list using social media and at the same time focus on what’s really important for your business.

Here’s a simple example from Moonpie:

Moonpie Facebook email signup tab

Takeaway

Email marketing and social media are two powerful channels that every business can leverage to promote its growth.

While using them separately will give you amazing results, “marrying” them will give you access to a powerful strategy that will let you increase your subscribers and social media followers and keep them engaged with your business throughout their customer journey.

So, now that you know that email marketing and social media are a match made in heaven, start integrating them and soon you’ll see your business thriving no matter what.

 

Marilia Dimitriou Marilia Dimitriou is a Creative Writer working for email marketing software Moosend. Her passion for writing has made her find new ways to combine the art of Creative Writing with SEO Copywriting. When she’s not writing articles, you’ll find her enthusing over marketing tech and automation.

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