Social media and email marketing have the potential to provide amazing customer experiences when in alignment. Although both can be effective marketing channels in their own right, their chemistry can work wonders for your marketing efforts when combined.
Before delving into how you can combine the impact of social media and email marketing, you may wonder if integration is even necessary. Is it really something in which you should invest your time and resources?
In this article, we’ll explain why incorporating email marketing with your social media is a strategy you should consider. Incorporating both channels can increase your overall marketing performance.
What Is Email Marketing?
Email marketing is a powerful marketing channel. It uses email communications to promote your company’s products or services. Email is an effective channel for engaging with both existing and potential customers. It also serves to educate them on your brand and the value you offer.
What Are the Benefits of Email Marketing?
The discipline of email marketing has been around for decades, and for good reason. It’s the most direct and effective way of connecting with your leads, nurturing them, and turning them into customers. It’s also the method by which most brands retain their existing customers.
Some of the many benefits of email marketing include:
Cost-effective: The costs of email marketing can be much lower than many other forms of marketing. There are no advertising fees, printing, or media space costs.
Overall, email marketing is a cost-effective way to promote products or services.
Shareable. It’s easy for people to forward and share your email content, which helps to build your reputation through word-of-mouth or viral marketing. This can influence new prospects to become subscribers of your brand.
Email marketing allows a business to communicate with a large audience at once, making it a scalable marketing channel.
Increase conversion and sales. Email marketing is effective at all stages of the purchasing cycle, particularly if you have a sale or promotion you want to communicate. You can persuade someone to buy your product. Also, nurture the customer relationship after the transaction, and encourage future purchases.
Flexible design. You can send plain text, graphics, or attach files—whichever suits your message best. A choice of design options and email templates gives you the scope to convey your business’ brand, tone, and personality via your emails.
Flexibility allows you to personalize emails based on demographics, interests, and previous interactions.
Less intrusive. Unlike phone marketing or video advertising, email subscribers can read your message at a time that suits them. They can also update their preferences if they would like to receive different messages from you. If they feel they no longer want to receive your email communications, they can unsubscribe.
Additionally, email marketing can allow you to create targeted and personalized messages. This can help you to build meaningful relationships with your customers. It can also improve response rates to your direct marketing campaigns.
Why is Email Marketing Important?
Email marketing continues to be essential for marketing efforts in 2024.
It offers a cost-effective and targeted way to reach and engage audiences. With the ability to personalize content, track metrics, and automate campaigns, it delivers a high ROI. In fact, email generates an average ROI of $36 for every dollar invested. This makes it the highest-performing medium in terms of return on investment.
Email marketing helps businesses build credibility, nurture customer relationships, and drive conversions. It is a vital tool for successful marketing strategies.
What Is Social Media Marketing?
Social media marketing is the use of social media and social networks to market a company’s products and services. These include platforms such as Instagram, Facebook, and TikTok.
Social media marketing allows businesses to engage with existing customers and reach new audiences while promoting their brand culture, mission, and tone.
Marketers can track the success of their efforts using data analytics tools for social media marketing.
What Are the Benefits of Social Media Marketing?
Social media has significantly changed how we function as a society, including how we communicate with one another.
Businesses began to take notice as platforms such as Facebook, X, and Instagram grew in popularity. They now use these sites for social media marketing, which enables them to influence consumer behavior and connect with targeted audiences in a personal setting.
Many social media platforms collect geographical, demographic, and personal information on their users. This allows marketers to tailor their messages by segment.
According to experts, there are five key pillars of social media marketing:
- Strategy. This step entails determining goals, channels, and the type of content to be shared.
- Planning and publishing. Keeping a social media calendar, and curating and creating content to schedule, including images, video, and text posts.
- Listening and engagement. Monitoring what users, customers, and target audience are saying about your brands, and your competitors. This will require the adoption of a social media monitoring tool.
- Analytics and reporting. Keeping track of the performance of your social media content and being able to adjust your strategy based on what’s resonating with your audience.
- Advertising. Promoting content via paid advertising on social media is an excellent way to promote and develop your brand, and drive traffic to your website.
Because audiences can be better segmented on social media than via more traditional marketing channels, brands can ensure that their resources are focused only on those that they want to reach.
What Are the Benefits of Integrating Email Marketing into Your Social Media Strategy?
Social media and email marketing can be used as stand-alone strategies in your business. However, leveraging email marketing in conjunction with social media will help to extend the reach of your campaigns.
Here are the benefits of integrating social media and email marketing:
Growing subscribers list. If people talk about your emails or post about them on social media, it will boost your brand via word-of-mouth. More people will become aware of you, which increases the chances of growing your email subscription list.
Create more targeted custom lookalike audiences. The term lookalike audience is a term coined by Facebook to describe a group of prospects that represents your perfect audience. This is an audience that is likely to be more engaged in your content and ads, leading you to higher conversions. In order to create your lookalike audience, you first need a source audience. This must represent the kind of people you are targeting. In this case, it will be your email list.
Promote your social channels and content in email. Simply put, if you have a presence on social media, add relevant social icon elements so that your email subscribers can follow you on social media.
5 Ways to Integrate Email Marketing with Your Social Media Strategy
Social media is your window to the world–and a much wider audience. If you use it right, you can persuade your followers to also become email subscribers. Here are some of the ways that social and email can support each other:
1. Create Private Social Groups
Private groups on sites such as LinkedIn and Facebook are excellent forums. Creating these can help you target your audience based on their interests.
You can offer users something of value in exchange for joining your group, whether that’s access to a network, expert advice, or exclusive offers. Once you’ve built an audience via a social media group, you can then persuade them to sign up to your email via a lead capture page or survey form.
This is a long-term strategy that requires time and commitment to build and nurture a community. When you build an audience who is connecting with you around a relevant topic of interest, you’ll know that they are more likely to become customers.
Source: National Geographic
For example, National Geographic uses Facebook Groups to connect with their audience members. They do this in a way that aligns with issues and initiatives that people care about. This audience is then primed to invest in further interactions with the brand. This can work via email, events, or other marketing channels.
2. Include Links in Your Social Media Profiles
As well as including a link to your homepage and other key destinations, add a link to an incentive with a call-to-action (CTA). This should direct the person to an opt-in landing page to sign up for your email list.
There are a number of link in bio tools you can choose from, including Milkshake, Linktree, and Linkpop. These tools allow you to create splash pages where you can promote content. Valuable content like this includes blog posts, links to other social channels, newsletter signups, and much more.
As always, when you’re trying to encourage users to sign up to your email, ensure that your offer is compelling and relevant to your target audience.
3. Promote Hero Content on Your Social Media Platforms
To get users to sign up to your email list via social media, you need to give them a reason to subscribe. This means promoting premium, hero content that’s valuable enough for them to submit their email address in exchange for access.
Hero content can come in all sorts of formats. It needs to be relevant and useful for the audience. Hero content is something they can’t get elsewhere, and attractive enough that they consider the “freebie” worthy of their data.
Hero content or resources can include:
- Podcasts or downloadable audio
- Video tutorials
- Online courses
- Long-form articles or guides
Reward your social media followers with exclusive content or offers that can be accessed by subscribing to your email list. This approach encourages social media users to join your email list, expanding your reach and nurturing leads.
For example, Shopify’s website builds its email list by promoting online workshops and webinars. They feature experts and entrepreneurs via its social media channels.
The user is directed to an event landing page via the link in the social post. Followers of the company can then register for the workshops through an online registration form. This will require –of course– their email address.
4. Show off Social Profiles in Your Emails
Once your email marketing and social media teams are on the same page, you can start thinking about leveraging one to support the other.
Remind subscribers that your brand has an active social community. This can help increase social media engagement.
Include social media buttons in your email campaigns to encourage subscribers to follow with your brand on social media. Similarly, share email subscription links or forms on your social media profiles to reach a wider audience.
Look how Fruit of the Loom encourages subscribers to engage with the brand in a fun and interactive way through its email newsletters. They explain why social media is important for Fruit of the Loom and why customers should follow them on the platforms where they’re active. They also include a contest to win a product you choose when you follow the brand on Facebook.
Source: Fruit of the Loom
This strategy not only helps increase engagement on social media, but also provides subscribers with added value. Also, it can help keep them even more connected to your brand.
5. Leverage User-generated Content
Sharing user-generated content (UGC) from social media in your email campaigns makes a difference. Highlight customer testimonials, reviews, or user-submitted photos. This adds social proof and authenticity to your email content.
UGC humanizes your brand and creates a sense of community. This makes it a powerful tool to boost the effectiveness of your email marketing efforts.
Connect with your subscribers and followers by integrating your email marketing and social media. The best approach to email and social media is to plan ahead and anticipate ways to use the two channels in tandem. Remember this will get the most out of each when actioning your marketing campaigns.
Your email marketing and social media efforts should work together to help grow your subscribers. Benefits include attracting a bigger audience and increasing exposure to your content.