Integrating Social Media and Email Marketing Best Practices

Tracy Sestili
Nov. 27, 2017 by Tracy Sestili

Some Things Go Better Together

As a digital marketer, you want to provide a seamless digital experience to your audience. Integrating your digital channels to support one another, as well as supporting all of your marketing efforts, allows for a more holistic approach. Today, more and more marketers are taking a multi-channel approach to leverage and optimize their ROI. According to DMA’s 2016 Response Rate Report, marketers continue to claim email as the number one channel, earning 122 percent ROI, with social coming in next-highest, at 28 percent ROI.

Yet, many brands continue to struggle with integrating email and social media effectively, not because it’s hard, but because the right hand isn’t talking to the left hand, and vice versa. This is why the first step is to get them talking with one another. Assess where you are and what you hope to achieve by working together. What’s great is there is absolute overlap between both email and social for them to coexist harmoniously.

Here are (7) seven ways to integrate social media and email activities to support one another:

1.   Add social media icons to your emails to follow your brand on social media channels

  • Most email programs offer this standard in their templates these days, but it’s just as easy to add the social icons and links manually to your template.

2.  Create ‘click to tweet’ or ‘one-click share’ options for other social networks in your emails so your audience can easily share on the network of their choice. This will expand your reach of your content.

  • This is also a great tactic when trying to enable internal employees to share your content. At SparkPost we have a Marketo template that we send out weekly that allows employees to share to whatever platform they prefer. This is a nice alternative to asking employees to log into a social marketing automation platform such as HootSuite Amplify, Oktopost, or GaggleAmp. Because instead, this gets fed to them weekly in a format they already log into every day and consume. Plus with one-click buttons, it makes it super easy to share.

3.  Use Full Contact or ClearBit to identify the social networks that your constituents are on.

  • By doing so you can then send a targeted email to those constituents on a particular network and tell them why they should follow or engage with your brand on that network.

4.  Promote email opt-ins by using a Twitter card to have folks sign up for your email list with the click of a button or by adding a ‘subscribe’ tab to your Facebook page.

  • By comprising a tweet or post that tells folks what they’re missing out on in your email campaigns, you give them a compelling reason to sign up. Plus they never have to leave the social network they’re on to subscribe.

5.  Upload your subscriber lists to social networks to create tailored, custom, or lookalike audience ads.

  • If you’re not doing this then you are missing out on a golden opportunity for brand awareness, affinity, and recall. Getting in front of your prospects/customers in a place where they already consume content keeps you top of mind for when they need your product/service. Or better yet, when someone asks them about your industry.

6.  Drive people to your website via email or social and then retarget them via social or online ads.

  • As we all know, it takes on average 7-12 touches to convert, so by giving folks a call-to-action to your website or blog so you can retarget them for a second chance at conversion is genius.

7.  Re-engage your constituents by sending them back to your website or landing page for a specific purpose or campaign.

  • Since society is so bogged down by content these days, in order to cut through the noise on social media you need to spend a lot of money on advertising. But if your budget is constricted, a gentle reminder via email that a specific campaign is going on, is sometimes the best tactic to alert people about it. Why? Because everybody who is on social media has email.

With the ubiquitousness of email and the ever-changing landscape of social media, there are constantly new opportunities emerging for these platforms to play off one another to optimize your digital strategy and marketing ROI. Don’t wait for the next big thing, evangelize your current assets and you’ll be amazed at your results.

Tracy Sestili

This article was originally published in the Social Tools Summit Magazine.

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