Social + Email

By: Liz Chrostowski

​When you add a new marketing avenue to your overall strategy, it doesn’t mean you need to take away something you’ve already been doing, especially if it’s been working for you. To have a successful marketing plan, it’s important to intertwine your tactics to complement each other rather than compete. 

If you’ve read any of my other blog posts (which you should), you’ll see the overarching theme is that you need to add social to your marketing efforts, but adding social doesn’t mean you need to replace any other part of your strategy. Take email marketing for example. Email marketing is not going anywhere. We all use email and we use it daily. It’s one of the best ways to reach your prospects and customers directly. So, how can you combine your social and email marketing strategies so they complement each other without competing?

Let’s start with some definitions. What is social media marketing? Social media marketing is the promotion of content such as images, videos and landing pages on platforms such as Facebook, Instagram and LinkedIn. Social media is a great way to reach a large, targeted audience. Email marketing, on the other hand, is when you guide prospects  through the sales funnel by sending promotional, targeted content right to their inboxes. Email marketing is a great way to reengage current customers or convert new prospects.

So, the question is: How do you combine the two? Include your social profiles within your promotional emails or newsletters to remind the reader of your social media and encourage them to check out what you’ve been posting. By doing so, you offer the reader more than just the product you’re promoting. ASI has a program called EmailExpress that allows you to send our targeted audiences promotional emails that include a space for your company’s social profiles. Are you already using EmailExpress? Don’t forget to add your social media links!

When it comes to social, include email marketing in your social strategy by posting content that encourages readers to join your mailing list, or, if they’re already receiving your emails, remind them to check their inboxes. It’s possible not every social media follower you have also receives your emails, and even if they do, reminding them to check out what you’ve sent them is a win-win in my book.

Combining these two facets of your strategy will increase your engagement and brand exposure – something every brand wants. If you’re looking to get started with email, social or both, check out our EmailExpress™ program and ASI® Creative Labs Sponsored Social Posts.