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Social Media vs Email Marketing: Do You Have to Choose?

Category: Social Media Marketing Content Marketing digital marketing

Written by: Leisa Redmon

Posted on: June 14, 2019

With over 4 billion internet users in the world, it might seem a little overdue if you aren’t combining your social media and email marketing efforts. Although some people could argue the case that email and social media platforms are mutually exclusive, we’d like to take the stance that combining these two goliaths is the best way to maximize your marketing strategy.

The Need for Social Media

Multiple studies have examined the innate, almost primal, need for humans to engage in social interaction. In fact, some theories say our brain even expects it. Social media users are said to make up a staggering 3.2 billion people, up from the estimated 2.77 billion (already exhibiting growth at a far more rapid rate than predicted).

The rise of social media popularity and platforms, as well as the increasing accessibility of smartphones, has already initiated the process of dictating what type of information we are delivering to the consumer.

The Need for Email

Sending information straight to an inbox is going to produce a higher engagement rate than a post that happens to be intermingled with the billions of other photos shared on platforms like Instagram. Although social media is clearly on a healthy uptick with no end in sight, “email marketing is still the top way to generate leads.” At 3.8 billion email users in 2018 (set to increase to 4.2 billion by the end of 2022), it would be a disservice to neglect this medium.

How to thrive? Combine the two.

  • Upload your contacts list
    • Social media platforms are now equipped with capabilities that allow you to upload your segmented contact lists. Putting a face to a name is a simple yet incredibly effective way to bridge the gap between formal and informal dialogue. Since social media is naturally inclined to showcase more personal information — headshots and selfies, for example — a natural breakdown of barriers happens and the steps to relationship building begin.
  • Invite your followers to join your email listInvite-your-followers-to-join-your-email-list
    • With constantly changing algorithms or even abrupt disappearances of accounts, it’s pretty essential to have fail-safes enabled to ensure your contacts are not lost. Free offerings, newsletter subscription CTAs, and fun contests are an easy way to encourage people to opt-in and provide you with their contact information. These opt-ins will encourage the growth of your email contact list with little to no risk on the customer’s part.
  • Add live social media links and feeds within your emails
    • Have you ever gone to a company’s Twitter page only to see their last tweet was from six months ago, or maybe even dating all the way back to 2017? Adding a live feed will directly showcase how receptive you are to communication from your audience and how active you are with response times. Not keen to the Twitterverse? No problem. Adding live links to your emails will reduce the barrier of entry for further exploration of your brand, and will allow your clients to see just how much you value their role in your business.

I’m sure we’ve all heard the adage “Can’t live with ‘em. Can’t live without ‘em.” countless times. The truth is, we can’t! Emails start conversations that are carried over into your social media outlets. If you want a strategy that maximizes the growth potential of your business, you need to learn how these two mediums work hand-in-hand.

Schedule a free consultation now to see how Primitive Social can help you optimize your marketing strategies.

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