October 29, 2021
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For far too long social media and email have been approached as standalone, entirely unique channels. But in an age where omnichannel marketing is all the rage, combining the two forces is the ideal way to build a successful marketing strategy. 

In this article, we are going to talk about different ways marketers can successfully integrate social media and email to level up brand awareness for high ROI. 

But first, here are some numbers that should entice digital marketers:

  • 4 billion people check their emails daily – ActiveCampaign
  • Daily emails influence the buying preference of 59% of consumers – SaleCycle
  • 40% of B2B marketers put email newsletters as the most important content marketing metric – Content Marketing Institute (PDF)
  • 2020 saw 1.3 million new people joining social media every single day – Hootsuite (PDF)
  • Users spend almost 2.5 hours a day checking social media – Statista
  • 84% of US adults aged 18-29 use social media actively – Pew Research Center

The numbers are staggering. But integrating email and social channels is more than just covering the numbers. 

When you combine both marketing channels throughout the buyer’s journey,  you’ll see an uptick in results. Here are some ways the integration makes it a worthwhile investment:

Improve the overall marketing campaign metrics

Emails (both marketing & transactional emails) work great for one-on-one communication while social media lets you reach a wider set of audience quickly. Depending on your marketing goals, you can use their strengths to drive traffic and conversion rate.  

Get more targeted subscribers to your email lists  

Social media is a great way to build your email list. You can organize social media giveaways and use a lead magnet to encourage followers to subscribe to your emails. 

Since giveaways attract a lot of unqualified leads, filtering them with emails should give you a qualified pool of prospects who have clearly indicated their intentions to engage with your brand. Once you have a list, you need to verify the email addresses to make sure you’re not mailing inactive accounts. Inactive and irrelevant accounts trigger spam alerts, increase bounce rates and drive down your reputation score. That’s why email verification is crucial to trim your email list and keep deliverability high. 

A new platform for subscriber interaction

Customers today want flexible and seamless shopping experiences across different apps, platforms, and devices. When you integrate email with social media, you not only give customers more choice to dictate how they want to shop but also set your campaign up for success. 

More communication channels for subscribers 

When it comes to building responsive customer service, email can not be the only option anymore. People prefer to text their queries on Facebook, Instagram, and Twitter instead of emailing them and brands have been noticing this trend. For instance, Domino’s clearly wants to push more people into using social media for a richer experience.

By encouraging your email subscribers to use always-on social media support channels you not only get to provide quicker solutions but also increase visitors to these platforms.

Increase the reach of your messages

When you integrate social media and email communications, you strengthen brand messaging, spread them across verticals faster, and enjoy increased interactivity across the board.

Having said all of these, building a community at the intersection of email subscribers and social media followers requires a few crucial steps. Let’s check them out!

Invite your email subscribers to follow your social media profiles and vice versa

The good thing about creating a mutual space is that people who have been following your social pages would already be open to subscribing to your emails and vice versa. 

You can promote social media to your email subscribers as a way to stay up to date with new developments. This can be done by creating an email series detailing the perks of joining social media and concluding with strong CTAs. On top of that, you should prominently feature your social channels in all the emails, as Domino’s does.

For the opposite movement, you can position email as the source of high-quality content and personalized discounts for social followers. To do this, you should use Facebook’s email sign-up form, create and pin tweets and embed CTAs in the Instagram bio that leads to newsletter signup pages.  

In this case, Shopify’s Facebook page uses an email sign-up button to quickly onboard new customers.

While encouraging one set of users to hop on to the other side, the benefits should be clearly mentioned in the copy. 

Add social media feeds to your emails

To survive in a saturated market and battle diminishing attention spans, brands need to build trust with social proof and make the consideration stage seamless for customers. 

By integrating a live social media feed or curating a hand-picked collection of best social media posts in an email, you can help subscribers avoid tedious research. 

Social media feed in emails is not just about convenience. Younger customers want to see what influencers are talking about and they depend on user-generated content (UGC) to make decisions. By focusing on influencer marketing and using special hashtags, you can bring all the UGC that tagged your account under one roof. 

Pinterest sends a weekly digest to users for easy access. This creates trust, builds authority, and encourages email subscribers to check more social posts. 

Create a special community on social media by building email lists

The sense of exclusivity is too strong for people to turn away. You can create a special social media group to engage with your customers at a more personal level. 

The group can help the integration in two ways:

  1. You can make email addresses a prerequisite for your social media followers to enter the exclusive group. 
  2. You can reward your email subscribers with free access to the group and guide them to social media.

Both ways help you gather information and drive engagement.

Facebook, in particular, offers great results with exclusive groups. In many cases, special communities see more engagements than company pages. By analyzing the way people interact in your group, you can create, expand and modify the ideal customer profile (ICP). 

Fitness guru Kelly Coulter has been using bootcamp to fuel engagement in her Facebook group and she has been building an email list with it as well.

However, maintaining the special communities in Facebook requires a lot of dedication, managerial skills, knowing how to optimize your ads well, and the ability to listen to your most qualified customers. 

Organize giveaways for building targeted email lists

There’s nothing like getting something for free by beating multiple people in a contest. Social media competitions and giveaways are proven ways to drive up engagement and you can use them to bring social media and email marketing closer. 

Just like exclusive Facebook groups, giveaways can help you in two ways:

  1. You can post a contest alert on social media and make signing up for your email newsletter a requirement.
  2. You can encourage email subscribers to post something and tag your brand on social media in order to get free entry. 

Many online stores are focused on hosting social media contests and giveaways to drive traffic.

The UK-based entertainment company Clays Bar is using social media giveaways to build its subscribers list. 

Both of these strategies work great but you need to make sure you’re attracting qualified leads. Giveaways are also a great way to test and launch new brand-specific hashtags that you can track across the internet and create UGC collections for email newsletters. 

Repurpose content

Companies need to constantly push out content in order to stay visible. But if you’re regularly pumping out unique content in different verticals, you’ll soon hit a wall. For days when inspirations run on short supply, you can take content from one platform and repackage them for the other.  

For instance, you can skim through the special social media group to gather opinions and thoughts and turn them into an email newsletter. Similarly, a content-rich email can be divided into smaller chunks and posted on Instagram and Pinterest with new graphics. Similarly, a LinkedIn poll result can become a tweet and a Twitter thread can be repurposed for emails. 

By combining different platforms, you can create a consistent brand persona that customers can follow easily.

Personalize your subject lines 

The success of your email marketing depends on how many people actually open the emails and take the necessary actions. This becomes even more important when social media marketing is connected with the way emails perform.

One way to make sure people open the emails is by hyper-personalizing your subject lines. An average professional receives more than 120 emails per day and they don’t have time to check mails that don’t cater to their needs or help them solve a problem. 

Before sending the emails, research the way you have collected the address, the requirements of the person, and how you can help them. Always lead with a relatable topic, offer value upfront, ask questions, focus on your email design and depending on your audience, don’t forget to use emojis. 

Food delivery app Swiggy uses delicious subject lines and preheader texts to entice its subscribers. 

The subject line should be short and to the point. Hyperbolic language triggers spam alerts, so make sure you stay as genuine as possible.

Wrapping up

Social media marketing and email marketing must join forces if driving ROI is one of your goals. If you’re still not sure why, just remember that you don’t completely own your social media followers list and anything can happen to your page in one fateful morning. The other side of the story is that you can’t send 20 emails throughout the day to keep your customers updated. 

By leveraging the strengths of both forms of marketing, you’ll be able to create a cohesive brand image and offer a seamless experience to the users.

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About the author
Irina Maltseva

Irina Maltseva

Head of Marketing at Hunter. I enjoy working on inbound and product marketing strategies. In my spare time, I entertain my cat Persie and collect airline miles.

More posts by Irina Maltseva

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