How to Combine Email and Social

One of the most painful things I hear and read these days are people saying that social media is going to kill email, or that email marketing is dead because everyone is using Facebook, or Twitter, or whatever. It’s one of the first things I say in my email marketing class, and I will say it officially here.


Nor is it dying, being replaced by social media, or any less effective than it was a week ago, a month ago, or even a year ago.

In fact, most studies and surveys will have you believe the exact opposite. It’s a more important part of your marketing strategy than ever before.

But the truth is, social media has changed the email marketing game. And by combining your social efforts with your email marketing strategy, you may be able to pick up some big wins.

  1. Include social buttons and links in your emails. Giving someone the option to follow you, or share your content via popular social networks makes it more likely that they will take action (click-thru) on your emails. Granted, it’s not always the click-thru you’re looking for. But it’s better than nothing.

  2. Subscribe your fans to your email list. The Social Media Explorer posted this suggestion on converting fans and followers to email subscribers and why it’s important for you. Link to forms, or build new forms within the networks, where people can subscribe to your email campaigns.

  3. When someone signs up for you email list, use the thank you page or the confirmation email to remind them that they can also stay in touch with you via Facebook and Twitter. Add your follow and like buttons right there on the screen to make it even easier for them to take action.

  4. iContact and other email services will allow you to add your social media handles to your email account, and deliver your email as a link to your social media accounts. This way, the same marketing message is seen by a wider audience.

Email and social are too huge areas of interest in the marketing world right now. And one thing is clear, when you use them together, you’re more likely to see a major benefit from both.

Have any other ideas on how to combine the two strategies? I’d love to see them in the comments.