The Power of Integrating Your Social Media and Email Marketing Efforts

An omnichannel marketing strategy that includes both social media and email marketing together is the perfect way to build, maintain, and strengthen relationships with customers and leads. But, even though the majority of us have accepted that email and social media publishing go together well under the banner of digital marketing, the two are still frequently kept apart. 

While email marketing is aimed at maintaining relationships with existing customers as well as nurturing streams for leads already within your database, social media marketing is a powerful tool to attract and nurture new leads online. 

As we move into 2024, integrating the two efforts together with a cohesive strategy will be transformative for companies looking to maximize engagement online and streamline community management.

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• The Benefits of Integrating Social Media and Email Marketing 
  • Twice the analytics means twice the insight
  • Social listening is a great way to refocus your email campaigns
  • One naturally complements the other
  • Content repurposing between email and social media maximizes ROI
  • Integration doesn’t mean that your to-do list has to double in size
  • CTA’s can grow your audience on both sides of the coin
  • Leverage social media data for better personalization in your email campaigns

• Maximize Results by Combining Social Media and Email Marketing 

The Benefits of Integrating Social Media and Email Marketing 

We’ve rounded up the top benefits of integrating your social media and email marketing efforts for your overall marketing strategy. Here they are: 

Twice the analytics means twice the insight

One thing social media and email have in common is that they are excellent for producing clear, actionable insights into your audience and the success of your content. Through email, you can measure interest through open and click-through rates – or, conversely, disinterred through unsubscribe rates. Sales conversions can be tracked, along with more fundamental insights like deliverability. 

Social media tracks engagement but from a very different perspective. From comments, likes, clicks, and conversions to impressions, sentiment analysis, and brand mentions, businesses can no longer afford to miss out on insights from the best social media platforms for generating leads. 

By keeping your email and social media separate, you’re preventing those insights from uniting together to create a single, sweeping picture of your market. Instead, you should coordinate the results of both email marketing and social media campaigns to see the full picture of your customer interactions and the content that interests your audience.

Social listening is a great way to refocus your email campaigns

For digital marketers, keeping up to speed with the trends on social media has always been one of the biggest challenges. Trends are changing faster each year, and to keep up with trends in real time, you need to use social listening tools.

 Social listening tools will enable you to keep tabs on keywords, brand mentions, and other key moments that relate to your brand and target market on social media. This way, your team can be made aware of pivotal moments as they occur. 

For social media marketing, the benefits are obvious. Having all the insights you could possibly need in order to figure out what to post and when is the social media marketer’s dream. It brings clarity to digital spaces that can, on the surface, seem random and unpredictable. 

But what does this have to do with email marketing? By applying your social listening insights to your email marketing campaign, you can get a better understanding of what to send to your subscribers, and when it will prove most relevant.

One naturally complements the other

Social media platforms are powerful marketing channels. The volume of niche audiences spread across LinkedIn, X, Facebook, and Instagram, allows companies to reach their audiences in all corners of the globe. Because of this, no business can afford to overlook its centrality when it comes to lead generation and nurturing.

Email is also an incredibly powerful marketing channel, with 59% of B2B marketers citing email marketing as their top channel for revenue generation. Your subscriber list is a valuable asset, and your email campaign represents a direct line to existing customers who are, in so many ways, far more valuable to you than prospects. 

But, of course, there’s a setback. Email is far more effective at reaching existing customers – those who have chosen to opt-in – than it is for targeting leads that are higher up in the funnel.

So, when you put social media and email marketing together and get them working in tandem, you’ve got an approach that works from all angles and can avoid these challenges.  These complementary forces, boost your ability to make, nurture, and convert leads and existing customers across multiple channels.

Content repurposing between email and social media maximizes ROI 

Whether it’s for social media or email marketing, content creation is incredibly time-consuming.  But without standout content, engaging customers or leads becomes almost impossible.  Still, most marketing teams only have a limited number of hours in the day to create and plan social media posts. 

The solution isn’t to triple the size of your team, just to meet the content demands of your social and email campaigns. The solution is to get smart about extending the life of a single piece of content through repurposing.

Don’t confuse this with replicating the same content across the two campaigns – you don’t want your inbound marketing to turn into an echo chamber. Instead, think about taking the core of that piece of content – the key message, any valuable insights or data, the CTA – and representing it in a new content form between the two platforms. The value of content repurposing lies in its ability to extend the lifespan and reach of your content while maximizing its utility between your social media and email marketing efforts.

CTAs can grow your audience across social media and email marketing 

A good piece of content without a clear call to action runs the risk of losing your audience’s attention.  Calls to action are highly effective for boosting conversion rates and understanding the messaging that works for your audience. 

By including CTA’s on both social media and email marketing efforts, you can build synergy between these marketing assets and grow each channel. For example, CTA’s that direct your email subscribers to your socials is a great way to work on boosting your numbers on social media. And the same goes for encouraging your social media followers to subscribe to your emails with clear, unequivocal CTAs. By using these marketing strategies to work in tandem, you’ll maximize your audience’s journey along your content strategy.

Leverage social media data to personalize your email campaigns

Buyers respond well to personalized emails, and they know the difference between genuine personalization and simply putting their name in the subject line. 

If you want to generate strong metrics from your email marketing templates, personalization is key. 

Social media is an excellent place to research your leads so you can start personalizing your email campaigns. With social media insights, you can build a strong enough buyer persona and gather data on their pain points, interests, and desires rather than sending a bunch of updates they don’t need (and probably won’t even open). 

The more you can hone your email strategy with accurate and relevant data and insights, the higher the ROI will be.

Maximize Results by Combining Social Media and Email Marketing 

An integrated social and email campaign will be the backbone of your inbound marketing efforts. These two efforts go hand in hand, and once you start combining them together, your results will be a powerhouse for attracting, retaining, and converting leads into customers. 

By integrating social media and email marketing strategies, companies can forge a more cohesive and comprehensive approach to reaching their audience. The combination of analytics, social listening, and content repurposing, alongside the capability to reach leads across the marketing funnel, will significantly boost your marketing efforts, resulting in an impact on your company’s ROI. Social platforms offer immediate interaction and sharing capabilities, while email provides a more personalized and direct communication channel. Together, they create a robust synergy, reinforcing each other’s strengths and compensating for their individual limitations.

To learn more about how you can maximize marketing efficiency with a social media publishing tool, contact us today.