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How To Integrate Your Social Media and Email Marketing Strategies

Social media and email are among the most powerful channels available to digital marketers.  Using the relevance of social media, brands can reach and instantly connect with audiences from anywhere in the world.  Meanwhile, email marketing’s 4,400% ROI gives brands the opportunity to exponentially increase their conversions and revenue.

On their own, social media and email can be two of the most dependable channels in a marketer’s digital toolbox. But, by combining their strengths and forming one highly formidable strategy, you can increase the effectiveness of both channels.

Let’s tackle the most effective ways you can integrate your social media and email marketing strategies.

  1. Leverage social media to expand your email list.
    Data from Statista indicates that there are approximately 2.82 billion active social media users worldwide as of 2019. Check out this breakdown of the number of users for each of the  major social media networks:

    • Facebook – 2.41 billion
    • Instagram – 1 billion
    • Twitter – 330 million

    If you manage pages on any of these social media networks, then you have billions of untapped potential customers who aren’t yet part of your list.

    Your landing pages and subscription forms aren’t the only ways you can capture subscriber information. You can also use social media to grow your email list. The best part  is that it takes minimal effort.

    On Twitter and LinkedIn, you can post links to your signup forms and  include a short, persuasive message. On Instagram, you can post an image that grabs attention (e.g. a high-quality image of a best-selling product) and then use a caption that drives people to your Instagram bio, which could include a link to your signup form.

    On Facebook, you can add a signup form directly on your page. Followers will see it as a separate tab when they visit your Facebook page. Fortunately, there are certain email marketing software that make it easy for users to create a signup form that they can add to their Facebook page.

  2. Encourage subscribers to spread the word.

    According to an article by Forbes, the average consumer checks their email at least 15 times throughout the day. The average consumer also reportedly receives about 126 emails per day.

    If your subscribers choose to open and read your emails out of the many emails they receive, it’s safe to say that they’re interested in your brand. This is the perfect opportunity for you to increase awareness for your brand without having to do a lot of work.

    EncourageSubscribers

    Source: Campaign Monitor

    Give your engaged subscribers the chance to spread the good word about your brand. Include social media sharing buttons in your emails and place them in a prominent section (e.g. the header, as shown in the image above). This encourages your brand ambassadors to easily share your emails on their Facebook, Twitter, or Instagram pages.

    This tactic will work particularly well on emails such as event invitations, new product announcements, and special promotions. Through your subscribers, you can reach people who may not have previously known about your brand.

  3. Make it easier for people to connect with you.

    Don’t stop at placing social media sharing buttons in your emails.

    Just as some social media followers aren’t subscribers, some subscribers may not realize that you’re active on social media.

    FacebookCommunity

    Source: Really Good Emails

    You can remedy this by sending emails that promote your social media pages and encourage subscribers to also follow you on social media. 

    As an incentive for subscribers, you can offer  a hefty discount on their next purchase when they chose to follow you on social media. Your subscribers get a big discount and you expand your reach on social media and boost your sales figures. It’s a win-win for both parties.


  4. Promote your email messages on social media.

    Email is an essential part of your overall digital marketing strategy.

    Your email marketing team spends a significant amount of time and effort  creating a wide range of email messages. This includes your newsletters, promotional emails, holiday emails, and so on.

    Why not promote emails these types of emails on your social media pages? You can use social media management platforms like SMhack to schedule your posts in advance

    In doing so, you can achieve two things:

    • Give social media followers who aren’t subscribed to your emails an idea of the exciting promotions and content they’re missing out on. This will entice them to join your list.
    • Provide subscribers, who may have missed your email, with a reminder of your current promotions and discounts. This increases the likelihood of subscribers opening your emails and making a purchase, which improves your engagement and conversion rates.

Wrap up

Even in today’s digital age where everything is connected, plenty of marketers still use channels like email and social media separately. Think outside the box and allow your social media and email marketing strategies to complement each other.

By following the steps outlined in this blog post, you can reach new audiences, develop better relationships with your audience, and of course, earn more revenue for your business.

Ash Salleh
Author Bio: Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.