There has been a never-ending argument among marketers over whether social media or email marketing is more effective. In today’s multichannel and omnichannel market, however, organisations cannot succeed without utilising both to attract and keep customers. The Marketing Rule of 7 states that a message must be “heard” by customers seven times before they will take the intended action. Brands may reach out to their audience more often and advance them along the consumer journey by integrating email marketing and social media marketing activities.

Eighty percent of marketers say that expanding their brand’s visibility is their top priority while utilising social media. Brands can get their fair share of the 264 million individuals in the US who use social media by consistently providing high-quality content and responding to feedback. Yet, email marketing is more effective in generating interest and purchases. Do you need evidence?

Listed below are some salient distinctions between email and social media:

Conversion rates from email marketing are 174% higher than those from social media.
About three quarters (76%) of email users will eventually buy something.
When given the choice between email and social media, 72% of customers would rather receive promotional communications via email.
Both social media and email marketing have their benefits, but when combined, they become much more potent. Keep reading to learn a few tips for combining your social media and email marketing efforts.

Get in touch with interested parties by developing a list of people that resemble your current clientele.

Finding and connecting with people who are just like your existing customers is what a Lookalike Audience is all about. Because Facebook collects data on each of its users, this group is usually more qualified than a wider audience. (For more on what Facebook knows about us, see the Sprout Social infographic on the right.)

A “lookalike audience” can be generated from your client file after the original audience has been established. Those that share qualities with your email subscribers will make up the bulk of this group, and they are more likely to be interested in what you have to offer. As an added bonus, lookalike audiences are typically more cost-effective than interest- or behavior-based audiences, making them a more attractive option for advertisers.

In order to use your customer file audience as the source for the lookalike audience, it must contain at least 100 persons from a single nation. These are some guidelines for assembling a peer review panel.

Use this audience’s likeness to target them with a brand awareness campaign that leads them to a landing page offering high-value content in return for their email address (bonus tip). Construct a mailing list of these potential customers and give them a warm greeting campaign that reiterates your message.

Make use of social media to expand your contact list

It’s true that building a sizable social media following is a top priority for many businesses, but social media shouldn’t be your only means of communication. Social media following aren’t permanent and might go overnight, after all. Getting social media followers to sign up for your email list is a great approach to use your online presence to build your brand.

Promote your email list signup form with consistent social media updates. Give them a taste of what they can expect from your email marketing, or incentivize them to sign up by providing exclusive material. Have a deal and tell your followers they had to sign up for your newsletter to find out the information. Don’t forget to put in an uncomplicated link for them to sign up for your email list.

Make a sizable gift available to the public. Getting followers to switch platforms, such as Instagram or Facebook, in order to subscribe to a newsletter can be challenging. Be creative and come up with a deal they can’t pass up. Create a free course, gift basket, or something else of similar value to advertise on social media. Establish a website landing page that has the promotion’s specifics and an email subscription form. During the course of four to six weeks, promote this offer on your social media platforms on a regular basis to generate excitement for the contest.

As an added piece of advice, consider teaming up with a like-minded business and promoting the giveaway together. This manner, both of your brands may gain from the attention of the other’s customers. If you want to join forces with someone, make sure they have a comparable clientele.

Using UGC in email marketing as’social proof’ to boost engagement and action

One of the most prominent marketing trends of 2018 was user-generated content (UGC), and it’s not going anywhere soon. 86 percent or more of companies now use user-generated content in some form in their marketing efforts. Customers prefer user-generated content (UGC) to generic brand postings because of its more personal tone. User-generated content (UGC) has an average engagement rate 28% greater than brand-created content.

User-generated content (UGC) is a powerful tool for email marketing campaigns because it provides readers with authentic, practical insight into the things being promoted. Social proof is another benefit, since it encourages readers who are already invested in your content to continue down the sales funnel.

Transform your email list into a social media following

The likelihood that an email subscriber will post a piece of material on social media is three times higher than that of a consumer or fan obtained via any other means. Reminding subscribers on a regular basis where and how to follow your brand on social media can encourage likes, follows, and shares. At a prominent place on your email design, you should add icons to share and follow your content on various social media platforms.

Yet the most efficient approach to promote social media within an email is to develop campaigns with this objective in mind.