How to integrate social media into your email marketing campaigns

While email marketing and social media compete for consumers’ screen time, the competitive dynamic ends there. Today, marketers have the greatest opportunity to reach consumers when they view social media and email marketing as partners with a common goal, rather than rely entirely on one over the other.

According to ReachMail, one email share is worth $12.41, and Google+ share is worth $5.62, while social networks such as Facebook and Twitter reach a small fraction of the audience However, click-through rates on social media platforms like Facebook and Twitter are strong with 6% respectively.

What are the benefits of email marketing vs social media?

Email marketing still possess the key to a highly effective marketing strategy – personalisation. Email allows marketers to segment and target different audiences, as well as customising specific messages to targeted contacts. Hence, when using email marketing, marketers are in complete control of who receives the messages.

However, social media also has its own advantages. Firstly, there is no cost to post on social media platforms such as Facebook, Twitter, Instagram, Pinterest etc.

When leveraged correctly, social media and email marketing can be integrated, with social media driving email subscriptions and email marketing bringing more followers to social media.

This also increases the likelihood that your email marketing campaign may go viral.

If you have created a newsletter that is particularly funny, engaging or effective, you may find your subscribers sharing over and over again through various social media sites.

Social media and email marketing must work in cohesion to increase brand awareness and ultimately drive conversion rates. For effective outreach, marketing and social media departments must align their campaigns to reach the same goal.

Have you integrated your email marketing with social media and what was your outcome?

 The best part of my job as a Conference Production Manager is to create and manage my own conferences from concept to delivery, identify future conference topics as well as giving me a chance to expand my business card collection. Having a bit of a sweet tooth, you will always find me having lollies on my desk or you will catch me browsing on fashion sites during lunch breaks.