How to Integrate Social Media Content in Your Email Marketing

social and email integration

Email marketing is not dead. True, social media is email’s sexy younger sibling and has been getting more attention lately, but email offers distinct benefits over social media content that you’d be mistaken to overlook.

Still, you shouldn’t abandon email or using social/email together to create powerful marketing synergy.

We think we can offer you some valuable information and tips on how to use social and email together.

Why You Still Need Email Marketing

With email, you have less competition for the attention of a user. Your social content, on the other hand, is always surrounded by competing content. Email also provides greater certainty that your content will reach the majority of your audience. Content posted on Facebook reaches only some of your followers, but email broadcasts reach your entire list. And with email marketing, you don’t have to worry about policy changes and arbitrary interpretations, like those of social networks, because email rules and regulations rarely change.

When you combine the reliability of email with the unpredictably explosive and viral power of social media, things get exciting. You can introduce your email subscribers to potentially viral content, or transform enthusiastic social followers to loyal email subscribers. Here are the five things to do to help make that happen.

1. Announce social contests or discounts via email.

Contests and incentives can effectively turn email subscribers into social participants. On your chosen social network, provide a prompt for user-generated social content, then grant the prize to the user with the best response.

Tell your email list about it. Or, on Facebook, offer a discount in exchange for a Like, making sure to keep your email subscribers in the loop. Take it a step further, and encourage friends to recruit their friends: Make the discount worth more, on a tiered basis, depending on the number of Likes the page gets. As you reach each threshold, alert your email list.

2. Put social media icons in your emails.

Email and social are worlds apart in terms of interface. Social media icons are an easy way to shorten the distance between these two worlds for users. Make these icons part of your email templates so they go out in each message. The one-click functionality can make Liking and following easy.

3. Put an opt-in form on Facebook.

You can use social media to lure in email subscribers. Put an opt-in form right on your Facebook page. On other social networks, link to an opt-in form you host on your own site. You can also run an email campaign specific to a particular social network. When doing so, be sure to consider what you’ve learned from your audience’s engagement on that network and tailor the content accordingly.

4. Create social-exclusive content.

Create a social media content series exclusive to a single network. For example, create a series of tips for Twitter or a step-by-step sequence of images for Pinterest. Demonstrate a problem or need to your email list which only that content series will solve. Make it clear that the only way to get the “answer” is on the social network and highlight the exclusivity of the content. Then publish the content series, putting up one new piece of content per day.

5. Avoid using different voices.

Keep a focused and consistent message across your email, social networks, website, and blog. Tell the same story everywhere, and speak in the same voice to avoid coming across as having multiple personalities. Maintain a single content calendar for all channels. Email and your blog are appropriate for more text-heavy information, and Twitter for less formal snippits. Images and video thrive on Facebook and Pinterest.

With its reliable delivery rates and lower-distraction environment, email marketing is still an important medium. Integrating this high-efficiency channel with social adds the free promotion, word-of-mouth effect. When you direct traffic among social, email, and your website, you create and reinforce a unified and interactive brand image.

Jess Alexander

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