Why You Should Integrate Social Media and Email Marketing (Plus 3 Simple Ways to Do It)
Your head’s not in the sand. So, I won’t bore you with an opener about whether social media or email marketing is better. Instead, I’ll emphasize what most (if not all) qualified marketers are saying: Email and social media work best together—not apart. They complement each other, like peanut butter and jelly—or dark chocolate and wine, whatever suits your fancy.
Why do social media and email work so well together?
Put simply, each can do what the other can’t.
Social can drive ridiculous levels of engagement, and email can put you (metaphorically) face-to-face with your customer. Social can grow your email list, and email can grow your social network. Social drives more traffic than email, and email converts better than social.
Are you seeing a trend?
These aren’t two competing mediums. They’re two pieces of a puzzle—the yin and the yang. They help each other out, make up for each other’s weaknesses, and ultimately increase each other’s results.
I know what you’re going to ask—
“How can I integrate social media and email marketing?”
—and I have great news:
It’s actually really simple.
Here are the 3 best ways to integrate your social media and email marketing.
1. Retarget your email list through Facebook ads.
This is one of the simplest ways to increase conversions.
How does it work?
At a basic level, you’ll download a CSV of your email subscribers from your email marketing platform. Then you’ll upload your list of email subscribers into your social media platform. Once the list is uploaded, you’ll create a custom audience of those contacts, and then you’ll be able to target ads to them!
Here’s where the real magic happens:
You can specifically run targeted ads to list subscribers who have clicked certain links in your emails or visited specific pages on your site. This is a great way to provide the right information, at the right time, to the right audience. And it can be especially profitable when selling products to list members.
2. Tell your social audience about an upcoming email and show them how to subscribe.
It seems overly simple, doesn’t it?
But in marketing, simple often translates to effective.
For this, you first have to craft an email worth announcing to your followers. Ideally, it won’t be general company updates. It should be something that provides huge value for them or really catches their interest.
Let’s say you’re a jewelry company, and you plan to release a new design in a few weeks. Your social media followers will want to see it. So—what if you posted something like this on social media?
“We’re releasing a BRAND-NEW design in two weeks, and couldn’t be more excited.
But there’s something you should know:
Our email subscribers get to see it first.
Before we officially release the design, we’re going to show it exclusively to our subscribers to see what they think.
If you’re subscribed to our emails, keep an eye out next week! ;)
If you’re not, just click here to sign up!”
And, like that, you’ve not only generated excitement about your new design, but brought in a slew of new email subscribers too.
3. Add social buttons or links to your emails.
We all need a little encouragement sometimes. Your subscribers are no different. Why should you expect them to share content if you don’t make it easy? Giving subscribers the ability to share content from your emails not only increases brand awareness, it increases LIST awareness.
If people think they’re missing out on valuable content by not subscribing to your list, they’ll be much more motivated to jump on-board.
Marketing is like building a house.
You don’t pick one tool and use it to do everything. If you tried to build a house that way, you’d likely end up ditching the house idea and living in a tent.
Instead, you would use different tools to accomplish different parts of the job. You’d use a hammer to drive nails, a saw to cut lumber, and a brush to paint the walls.
Marketing is the same way. Trying to do everything through social media isn’t a smart idea, nor is trying to do everything through email. Each tool has its place—and they work better together than you might think.
If you’re looking for a carpenter—I mean, marketer—look no further.
The best part?
WE’RE NOT BORING.
This isn’t your standard company Facebook page, folks. We’ll do more than post pictures of the company picnic once per year. We promise.