How to Integrate Email Marketing and Social Media

On January 31, 2021
6min read
Ovi Negrean CEO and Co-Founder

There’s no doubt that social media boomed in the last couple of years. And because of this, more and more companies started to use it as a marketing tool. Now, using social media in terms of marketing is not at all a bad idea, but the issue appears when you concentrate only on this. 

Although social media carries a lot of potential, you don’t want to neglect or even exclude other options. And one option, in particular, would be email marketing. 

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Any good marketing strategist will know that to have a good marketing campaign, you need to combine different marketing techniques. Basically, you need to have a holistic marketing approach. And social media combined with email marketing can do wonders for your business. Let’s see why.

Why Should You Choose Social Media and Email Marketing for our Marketing Campaign?

You might be wondering why should you use social media and email marketing? After all, there are so many marketing techniques that you could try. Of course, the sky’s the limit when it comes to combining different tactics, but let’s see why the aforementioned two go so well hand-in-hand. 

Everybody knows that email marketing is one of the best ways to increase your sales and boost your profit margins. A lot of marketing experts stand behind this, not only because there have been numerous studies conducted on this subject that emphasize the importance of it, but also due to the experts’ experience. 

In fact, based on the latest research, 78% of marketers have seen an increase in email engagement over the last 12 months. If you’re curious to see your own email marketing performance, you can learn how to track it here.

So, considering that email marketing has such a successful conversion rate, why would you need social media? 

There are considerable advantages to social media. First and foremost, it builds brand awareness and brand trust.

Let’s take an example: You receive an email with an amazing offer, so you click on a link embedded in the CTA. You get on the designated landing page, you look around, everything seems great. But most people don’t stop here. Chances are that they will not purchase the product immediately. Instead, they will check the company’s social media channels. 

Here they will look at how frequently your company posts, how many followers it has, how it interacts with the followers, etc. If the company does not have a distinct social media presence, chances are that the potential clients’ trust in your company and brand will decrease significantly. 

This happens because social media has become a standard in our lives. We expect companies to be active online, otherwise, we do not trust them. 

So both social media marketing and email marketing are a must if you want your business to be successful long-term. 

How Do You Mix Social Media and Email Marketing To Get the Best Results?

Now that you know why you should have both social media and email marketing in your digital marketing campaign, let’s see how we can integrate them.

Use Social Media and Email Marketing to Communicate the Same Message

Writing out an email is not necessarily easy. You need to pay close attention to the language that you use, make sure that the structure is aired out and easy to read, and add clear CTAs. These are just some of the things you need to do in order to write a successful email. 

One of the best ways to stay up to date with the best email marketing tips and strategies is to follow some email-related blogs. Here is what you should take into consideration when choosing what blogs to follow.

But while crafting an email takes considerably more time than writing a copy for Facebook, for example, you shouldn’t forget about sharing your message on social media. 

Let’s say you’re having a promotion, and you send an email regarding that promotion. If you’re not posting about this offer online, then you’re wasting opportunities. 

So, what’s the solution?

Take your email as a base and create social media copies that use the same lingo, share the same message, and overall give off the same feeling. Remember, many social media platforms offer plenty of character space. Some of these platforms even encourage their users to make use of all the space available.

So on platforms like LinkedIn and Instagram, where the character limit is 1,300 characters (LinkedIn) and 2,200 characters (Instagram), you can post most of the contents of your email, with slight modifications. On other platforms, it’s better to keep it short.

Include Social Media Links in Your Emails

Besides the link to your website, try offering your audience more options. Push them to explore more of your brand and become more acquainted with your company. 

So right at the bottom, you can add pathways to your:

  • Facebook
  • Instagram
  • LinkedIn
  • Twitter 
  • Pinterest
  • YouTube 

Of course, you don’t need all of these social media outlets. Choose the ones that fit your brand best or the ones that are most used by your clients. For example, Facebook is used by adults aged 18 to 49 years old, while Instagram is mostly used by the 13-29 years old age demographic. 

Once the appropriate platforms are chosen, make sure you post regularly and keep the image that you have built through your emails. 

Encourage Your Social Media Followers to Subscribe to Your Emails

The type of content that you can share on your social media platforms is very diverse. Although you might think that the best kind of posts would be the ones promoting your services and products, the truth is that nobody wants to see just promotional posts.

You can also share quotes, curated content, blog posts, gifs, and even memes if your business image allows it. Try mixing them together to get an equal ratio, but keep an eye open to see which type of posts get the highest interaction rate.

But when distributing your promotional posts, make sure you mention your newsletter. Or even better, make promotional posts about your newsletter. In these promotional posts, you’ll need to highlight the benefits of receiving your emails.

Some of the benefits of receiving your emails would include:

  • News of promotions and special offers
  • Updates on your company
  • Product tips and tricks 
  • Industry news 
  • New product announcements 

Create Private Social Media Groups for Your Newsletter Subscribers

Another thing that you can do is to repay your subscribers by creating a private group on a social media platform. The best ones, in this case, are Facebook and LinkedIn.

This group should be invitation based and this invitation can be given as a reward or as a prize. For example, your subscribers can gain access to the group after a certain period of time they have spent as a subscriber to your newsletter, or after they have referred a number of their friends to the newsletter.  

Make sure that being in this group is worthwhile for your audience. Avoid spam and promotional posts at all costs and instead focus on educating and entertaining your group members. 

For example, if your business sells IT devices, then the information on the group should be on how you can install software programs, how to better care for your devices, what tools people should install, and so on. In short, offer useful information that will make the group seem like an attractive offer. 

In this group, you can answer your customers’ questions and prove your professional knowledge. All in all, this is a perfect method to build your community and grow your subscription list. 

Automate Your Social Media and Your Email Marketing Processes 

To make sure that your social media-email marketing integration runs smoothly, the best thing to do is to automate all the processes. 

To do so, there are certain tools that you can use. For email automation, you can use Mailtrap and Mailchimp. Mailtrap is an email testing tool that you can use in order to test email notifications without sending them to real users. Mailchimp is perfect for creating branded emails that you can personally customize to fit your business.

As for social media, a tool that you can use is With you will be able to create and distribute posts on a plethora of different platforms. There are other alternatives to the tool, such as MeetEdgar or TweetDeck, so make sure you pick the one that’s aligned with your social media marketing goals.

These are a handful of tools that you can use, but you can try any tool that you believe would make the fusion between social media and email marketing easier. 

Bottom line

Without a doubt, juggling both social media and email marketing is no easy feat. But as your sales, subscribers, and followers will steadily increase, you’ll see that investing in both is worth it. 

The aforementioned tips are just a few pointers on what you can do to mix social media with email marketing successfully. But as long as you pay enough attention to each marketing strategy in part, your business should thrive.

Article by Ovi Negrean CEO and Co-Founder

Ovi Negrean is the CEO and Co-Founder of, one of the most user-friendly social media management tools on the market. He and his team help startups, small businesses, freelancers, and entrepreneurs reach their marketing goals through keyword-informed and customer-driven articles, as well as innovative social media content.