August 13, 2020

Social Media & Email Marketing: How Do They Work Together?

Christina Sirabella

You may think that social media and email are at opposite ends of the marketing spectrum, and even that they’re “rivals,” but that actually isn’t true! Neither one diminishes the effectiveness of the other—in fact, if both are done correctly, they can absolutely work together to drive leads and build brand loyalty.

Let’s first look at why each of these methods works on its own.

Social Media Marketing: Social media marketing is key when it comes to growing brand awareness, increasing your traffic, and promoting your products and services. It will increase brand recognition, generate conversations around your brand, and allow you to actually connect with your audience which builds brand loyalty. In addition, retargeting on social media can drive conversions from those who have already visited your brand’s website. There are 3.73 billion social media users worldwide, and U.S. marketers are expected to spend $43 billion on social advertising this year.

Email Marketing: Right now, there are 3.9 billion daily email users, and this number is expected to climb to 4.3 billion by 2023. Also, email marketing generates $38 for every $1 spent, which comes out to a 3,800% ROI (no, not a typo). It’s a far more personal communication method than other advertising strategies—once you have a spot in someone’s inbox, you’ll be able to communicate with them on a far more intimate level than might otherwise be the case. When someone clicks on your email, they’re immediately committed to and engaged with your content.

Now, how can you create synergy between your email marketing efforts and your social media efforts and double the benefits for your brand? Here are a few tips.

1. Cross-promote.

It’s possible that the folks who get your emails aren’t following you on social, and vice versa. Make sure you’re giving shoutouts (and links!) to your social channels in your emails, and encouraging sign-ups to your mailing list on social. This could be done through a contest where the winner gets a product of their choice when they follow your brand on its social channels, or by teasing special email offers in your social copy. Lean into exclusivity here, as it’s something both tactics share. Whether it’s exclusive access to behind-the-scenes content on Instagram Stories or coupon codes via email, it’s important to communicate the different types of exclusive content the customer will get on each platform.

2. Ensure creative and strategic consistency.

You’ll want to make sure your emails and your social content feel cohesive creatively—both in aesthetic and in voice/tone—so that a consumer knows it’s your brand no matter what platform they’re seeing your content on. Also, if your brand doesn’t already have an events calendar that lists out important holidays for which you want to create content, you should! Make sure that whoever is creating social content for your brand is in communication with whoever is creating your brand’s emails—so that a holiday promotion, for example, can be launched on the same day across channels with consistent messaging and creative. There’s also an opportunity here to avoid double work by repurposing assets. Our clients’ in-house teams often repurpose the social content we create for their email promotions as well. More bang for your buck! 😉

3. Reach even more people!

One big way to do this is through paid media and lookalike targeting. Lookalike targeting is a form of audience targeting that uses lookalike audiences to increase your ROI. It’s used when you want to target an audience that is similar to your existing customer base. Once you have a customer’s email, Facebook’s algorithm will be able to create this custom audience and help your ads reach even more people. Additionally, you can target those lookalikes with lead forms to receive their email addresses. It’s one big cycle that requires both social media and email efforts to achieve success.


In conclusion, it’s crucial for you to take the time to think about how both social media and email marketing can work together for your consumer’s digital journey and can serve as an additional touchpoint for sharing with friends who have the potential to become fans as well (kind of like the digital extension of word-of-mouth marketing, if you will). If done correctly, integrating these efforts will transcend your marketing strategy to new heights and create an amazing customer experience.

Want help with integrating your social media and email marketing campaigns? Shoot us a note!

Tags: Best Practices, Content Marketing, Creative, Facebook, Paid Media, Strategy

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