5 ways email and social can help each other out

The days of the marketer deciding the channel are long gone. In order to reach your audience, you now must find them on their chosen channel and be ready with the right message.

But with social and email and SMS and more, where’s the best place to reach out?

The sheer size and scale of social media suggests that’s where to head. In 2019, Twitter’s monthly users hit 330 million with Facebook’s at a massive 2.7 billion in the first quarter of 2020. However, as huge as these numbers are, they are still nothing to the number of email accounts held around the world: just over 4 billion.

So rather than choosing between the two, how about combining their power? This approach seems to be the way forward for many marketers, now using an omnichannel marketing approach that puts the customer at the center.

Take a look at our five ways to harness social and email together in order to fully support your omnichannel marketing campaigns.

1. Add links to your social profiles in your email marketing campaigns

This is a quick, easy, and completely free-of-charge way to get your email recipients to connect with you via social media. This opens up a new channel through which to further promote your chosen content. If they decide not to take immediate action in your email, a social post – maybe promoting a piece of content or new product line – later down the line may be what sways them.


2. Twitter advertiser cards

Advertiser cards are a great way to increase sign-ups to your monthly newsletter. Make sure you include a strong offer, an incentive that followers can’t resist (i.e. 10% off your first order). What’s more, they won’t click through unless your text and creative are both on point. Make sure your landing page is looking top-notch too. It only takes a few clicks for your followers to share their information with you…

3. Social influencers

Reach out to social influencers relevant to your brand or chosen topic. Getting them to promote your business will help increase your online reputation and overall brand awareness. This can lead to more traffic on your site and, with a handy email popover in place, more sign-ups. 

Plus, the great thing about social is its sharing and conversation capabilities. Influencers can leverage your best brand content and share it with their followers who in turn will share it with theirs. Before long your message will permeate through your target market, stirring potential customer audiences. 

4. Marketing automation

The ability to target specific groups of people exists on both channels. Automating your marketing lets you schedule, track, and use insights from communications to target leads and customers. With email, you can use an array of segmentation tactics to tailor the message to individuals; and through Facebook Audiences you’re able to get in front of motivated segments of your audiences. The targeting possibilities are endless… 

5. Tailor the content to the channel

It’s important to remember to adapt your message according to where it’ll be seen and by whom. Email is personal and recognized as a channel through which transactions happen, whereas social is more of an open platform for sharing and chatting. If you’re unsure, check out our three marketer’s guides for copywriting. Learn how to fine-tune your messaging with content that resonates with audiences every time. 

That’s our five tips. For a full breakdown of these points and advice on how best to action them, download our infographic Combining the power of email and social.

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