How To Combine Social Media and Email Marketing

by Laura Narušytė

With an ROI of $40 for every $1 spent, email marketing brings the highest ROI among different marketing channels.

email marketing roi

Another study shows that social media came only second to email at 38.5% when participants were asked about which channel they preferred to be contacted about products and services.

Both of these marketing channels have their own advantages. While social media is a great tool for reaching out to people, email marketing can make them convert.

social media customer contact preference

A study revealed that 95% of online adults aged 18-34 are most likely to follow a brand via social networking. And the active number of global mobile social media users is 3.3 billion, according to Statista.

In another study, 59% of respondents cited that marketing emails influence their purchase decisions.

If you combine these two marketing channels, your business is likely to see optimal results.

In this article, we will talk about how to combine social media and marketing so that you achieve business growth and high ROI.

Sync Up Your Language 

Brand integrity is a business goal worth pursuing.

A study revealed that authenticity is one of the top qualities that would attract customers to a brand. So if your email and social media start to speak different languages, customers will start doubting your authenticity.

Your email newsletters can be fun and engaging, but if your social media posts are boring, it can lose your customer’s trust.

Nike uses this tactic brilliantly. Take a look at the images below. The first is of their email newsletter, and the second image is from their tweets. Both share the same brand language, which is both visual and verbal.

nike brand language

nike brand language

Email Lists Can Help You Make Informed Decisions on Social Media Ads

Social media ads can help you convert potential customers. However, running a social media campaign can cost you a whole lot.

Things can change if you use email marketing along with social media marketing.

facebook audiences ebook

You can use email marketing to see which ads work before spending on them. Send several emails with different copy and creatives and wait for the results.

The ones with the highest click rates can be used in ads for your social media marketing.

Grow Your Email Lists Via Social Channels

You can encourage social media followers to sign up for your mailing lists.

If a customer follows you on social media, he/she might be interested in subscribing to your email list as well. But when you don’t provide the means, most people won’t take the trouble to find them on their own.

BTW: Discover the right sizes for all your images on social media including LinkedIn, in our guide to Social Media Image Sizes.

For instance, Airtable’s social media accounts are quite popular. But when they send email updates to their subscribers, they do it without a hint of their existence.

social media and email

Now, here’s Moz encouraging their Twitter followers to sign up for a bi-weekly email of curated articles

twitter email subscribers

A great way is to use Twitter Cards to allow your followers to sign up for an email list without having to leave the social media platform. It will help you grow your email subscribers list tremendously.

Talk About Social Profiles in Your Emails

Your email marketing and social media teams should support each other.

For instance, your emails can help increase engagement on social media by reminding subscribers that your brand has an active social community.

In the image below, Fruit of the Loom eggs on subscribers to engage with their brand in an exciting and interactive way using email.

social media and email

The company points out the benefits offered by social media to their brand and explains how you will benefit, too, by using these channels they use.

This tactic further offers subscriber’s value, and it will assist you in keeping them all the more connected to your brand.

Run Contests to Build Your Email List

People love contests! And it’s a great way to engage your followers on social media while growing your email list.

email list growth contest

You can come up with a call-to-action and a prize and ask participants to sign up for your newsletter, as shown in the above image.

Or you can simply offer a discount of your products to those who join your newsletter.

Upload Your Email List to Social Networks

Uploading your list is a cool way to integrate email and social media marketing strategies.  You can upload your subscriber lists to Facebook, LinkedIn, Twitter, and other social media networks.

You can then use these lists to follow subscribers on social media, create a customer list, or run promoted social media campaigns to those who are now interested in your brand.

If you’re on Facebook, their Custom Audience Feature is great for this. It is a tool to increase your success using paid reach. facebook custom audience list

When you upload your subscriber lists, they will allow you to put a name and face to your email subscribers and listen to them. You will know what they are talking about, what interests them and what they like to share.

Knowing more about your subscribers will allow you to craft better emails as well as better social media posts.


Both email marketing and social marketing are incredibly advantageous for your business. And when you combine them in the right way, the results can be outstanding.

There are plenty of ways to integrate email marketing with social marketing.

The tips shared above are only a few. You can also try other methods such as user-generated content, creating brand-unique hashtags, and much more to see great results.

facebook audiences ebook

While email marketing holds the highest ROI of any digital marketing channel, you can strengthen your email marketing campaign by uniting it with your social campaigns.

A smart marketer knows that the most powerful campaigns work across multiple channels. Just like two heads are better than one, these two strategies work better when merged. It is a sure way to maximise your reach and spread the word about a product, service, or event and gain maximum ROI.

Want more social media marketing advice?

Laura Narušytė is an experienced digital marketing and SEO specialist at Omnisend - Ecommerce Marketing Automation platform. When not blogging, she likes to read about SEO, digital marketing and ecommerce trends, technology and personal productivity. Follow on Linkedin

5 Responses

  1. Hi Laura,

    Your tips are profound and helpful. Running a contest on social media is one of the quickest ways to grow your email list because people love to win free items. However, I also want to add that using your email sign-up form on social sites works incredibly well. Since your target marketing is always on social media site, it makes sense to use you email list app on the platforms. Also, use content snippets from your email newsletter on different social media platforms and create a backlink to your email archive to help you build a more targeted email list faster through social media.

  2. Combining email marketing with social media can help booost your business, keep your audience engaged and can help improve brand reputation. By starting to use this strategy now, you can surely find yourself at the head of your game as this method gains increasing popularity in the years to come. Keep sharing!

  3. Both social media and email marketing are useful to drive traffic to your website, target potential customers. Thanks for sharing valuable tips about social media, email marketing.

  4. Email Marketing and social media together can help supercharge engagement and build a subscriber list. Going to follow these listed strategies now. I hope it helps. Thanks.

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