How To Use Email Marketing with Social Media Effectively in 2021

How to use email marketing with social media effectively in 2021

Are you using social media as part of your marketing strategy? How can you combine social media and email marketing to promote your business even more? In this article, 8 Mailchimp Partners offer tips on how to use email marketing with social media.

Both email and social media live under the broader umbrella of digital marketing, and these tactics, along with content development, search marketing, and SMS messaging are even more effective when used in combination to meet your campaign and business goals. 

We try to leverage all of these platforms for our clients, or as many as are relevant for their respective audiences. When working with email and social together, we start by leveraging each platform to build interaction on the other—driving traffic from email to follow on social media, and driving social media followers to subscribe to email.

This helps to ensure that audiences will receive our messaging, as it provides more opportunities to reach them. We also develop, test, and evolve the messages consistently, so that information that was highly successful in social is reflected in email campaigns, ensuring that emails are more likely to be engaging with less time needed for A/B testing.

Email campaigns that provide successful results are also echoed on social media, where their proven status is more likely to drive new engagement.

MaryAnn Pfeiffer 

Digital Marketing Strategist 108 Degrees Digital Marketing

  • Publish a post on Facebook, but leave the “finale” out of the post and invite your followers to subscribe to your newsletter to get the full story.
  • Pin an opt-in offer to the top of your Twitter feed with a link to a landing page with a subscription form.
  • Invite your email subscribers to follow you on social media include social connect buttons to your newsletter. Reward your new follower with premium content sent to them via email.
  • Upload your email list to Facebook or Google to create remarketing ads on those platforms

Amy Hall

Email Marketing Strategist and Certified Mailchimp Pro Partner

If we send a content-rich newsletter, we can use social media to tease the topic and invite people to subscribe, which will prepare our new subscribers to expect, open, and read the newsletter.

Share your last newsletter on your social media account (or part of it) after sending it. This will help your follower decide to subscribe.

Use stories to share readers’ feedback or reshare stories where we’re tagged.

Create “similar audiences” based on our subscribers to target for lead acquisition campaigns.

Neither email marketing nor social media marketing happens in silos. We should always adopt a holistic approach and consider our customers’ whole customer journey. All marketing touchpoints must send the same message and be the expression of the same corporate culture.

Alessandra Farabegoli

Digital Strategist, Co-Founder Digital Update and Freelancecamp Italia

Email and social media go hand in hand. Your email strategy should inform your social posts and vice versa. Email is one of the best uses to get people over to your social feeds. Here are a few things you should think about:

  • Can your latest Instagram post be used as an email? You can use your Instagram photo and the caption to create an entire email.
  • Create a banner in your email asking people to follow you online or “come say hello” on Twitter.
  • Post weekly on your social channels asking people to sign up (with the “link in my bio”) before you send your next email campaign. 
  • Does your social media grid look similar to your emails? Branding should be consistent from your emails to social channels.
  • ASK people to share your email campaign on social media. – Instead of just inserting the “share social media” buttons, actually ask people to share it. You could say “Know someone who would love my email this week? I’d love it if you could share it on Twitter.” Sometimes you just have to ask.

Emily Ryan 

Co-Founder and Email Strategist Westfield Creative

Your social media presence is largely determined by the social platform, and in nearly every case, only a portion of your social media followers will see any given message.

Take advantage of this and remind them that if they want to ensure that they receive your quality content and offers that they should subscribe to your email list.

It also helps to tease your social media audience with email-only content prior to its distribution, and invite them to subscribe so they don’t miss out.

Adam Q. Holden-Bache

Director of Email Marketing  Enventys Partners

The only answer I have here is posting the same offers etc to your social media channels at the same time you send an email. We always see an improved response in all channels when we do so. 

I had such a gut-wrenching reaction to being in a client’s social media business account recently I handed it back to them. I’ve advised them to move their ad money to Google as that’s where people are actively searching for their products and where we can get the best bang for their buck.

Glenn Edley

Director & Email Strategist Spike

Ugh… if there’s one thing I hate it’s the lazy process of auto-posting emails into social media.  They’re two different types of media people – stop it!!!

OK, rant over.

I think it always comes back to the fundamentals and what you’re objectives are. Social Media can generate sales, traffic, and community. Email can speak directly and drive action and sales.

Using social to get people to engage, click and ‘sign up’ via a specific campaign landing page, and then email to support down the track isn’t rocket science, but so many people don’t do it.

Robin Adams

Chimp Answers

Bridging the gap between email and social, in fact, any of your marketing channels is key. Especially when you are looking at cross-channel engagement levels and analysis across your entire marketing efforts.

Social media is a HUGE driver for increasing signups, especially in conjunction with content marketing and on-site lead capturing.

Doug Dennison

CEO & Co-founder

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