The social inbox: Combine email marketing and social media for better engagement

Remember pay-per-text? We’ve come a long way! From SMS to Messenger to WhatsApp, communication has evolved drastically.

When social media strutted onto the digital stage, it turned traditional communication on its head. Suddenly, we weren’t just sharing messages—we were sharing lives. From double-tapping Instagram reels to discovering local businesses, from Pinterest inspiration to Facebook Marketplace finds, social media has become an intrinsic part of our lives. It’s where we connect, follow trends (or create them), and shop (all hail the algorithm!).

Yet, through every technological wave, one channel has remained remarkably resilient: email. According to Litmus, 73% of marketers consider email their top-performing channel for ROI, even as social media’s influence continues to grow.

So, the million-dollar question: Why keep them apart when they can be great together?

Social media creates the buzz, but email nurtures the relationship, making them the perfect team for effective, high-impact campaigns.

 Understanding the unique strengths of email and social media marketing   

To merge email and social media effectively, you need to understand their unique strengths:

By understanding these distinctions, you can create a strategy where each channel complements the other.

 Why you should combine social media and email marketing    

Sure, email marketing works well on its own, but you're missing a trick by ignoring social media. Email puts you directly in front of your audience, while social media expands your reach to a broader network. Together, they help you connect with subscribers across multiple channels, increase brand visibility, and drive more conversions.

By combining these channels, you can:

• Expand your audience: Promote your emails to social followers and vice versa.

• Boost engagement: Combine social proof with targeted email content.

• Enhance retargeting: Use social ads to reconnect with email subscribers using external retargeting tools.

 Smart ways to connect your email and social strategy 

 1. Use social media to grow your email list (social ➔ email) 

 Offer gated content: 

People love freebies—guides, eBooks, webinars—you name it. But don’t just give it away. Put it behind a signup form and let them trade their email for that value-packed content. Share the signup page on your social handles and watch your email list grow. It’s classic “give and get” marketing—because who doesn’t love a little exclusivity?

 Run contests with email signups 

Contests make for great engagement, but make email entry mandatory. You’ll get signups as well as social buzz. Bonus points if you partner with influencers for that extra reach.

 Add signup links to social bios (yes, it matters) 

Your bio is prime real estate — use it well. Add a clear call to action with your signup link. Something like: “Get exclusive offers — Join our list 👉 [link]” will do the trick. Simple, effective, and no one's digging through your profile to find it.

 Turn UGC into an email magnet 

Got customers tagging you on Instagram with your product? Flaunt it in your newsletters! User-generated content (UGC) adds authenticity to your emails. Even better, run a “Get featured” campaign. (“Tag us with #BrandName for a chance to be in our next email!”) You guarantee yourself a nice, engagement loop!

 2. Use emails to drive social media engagement (email ➔ social) 

 Add social buttons to every email 

Let’s be real—if your email doesn’t have social buttons, you’re making it hard for subscribers to follow you. Add those buttons in the footer and maybe sprinkle them up top, too. More links means more clicks. It’s science. 

Check out this handy guide to add social buttons to your email campaigns

 Tease social-exclusive content 

Make your email subscribers feel like insiders. Tell them about giveaways, behind-the-scenes clips, or to look out for flash deals on your social platforms.

 Launch hashtag challenges (and watch the magic) 

Got a branded hashtag? Promote it via email! Something like: “Share your summer vibes with #BrandName and get featured!”

Bonus: It’s free content for your social feeds and a great engagement driver. #WinWin

 Send ‘social recaps’ in emails 

Not everyone scrolls through your feed, but they do diligently check their inbox. So, round up your best social moments and drop them into a quick email. "Missed us on Instagram? Here’s what’s trending this week!” Great for travel brands, food bloggers, or anyone with scroll-worthy content.

 Promote live events via email: 

Got a webinar, live Q&A, or Instagram Live coming up?

Build excitement with email teasers. Don't forget to add a calendar invite button because, let’s be real, we all forget.

 ️3. Repurpose content across channels—work smarter, not harder 

 Social to email: 

Turn your social stars into email celebrities. Got a customer who posted a killer review or tagged you in an unboxing video? Feature them in your next newsletter. Even better — run a UGC campaign and highlight submissions weekly.

 Email to social: 

Got a juicy newsletter full of insights? Don’t let it live and die in the inbox! Slice it into tweet threads, LinkedIn updates, or quick Instagram Stories.

Social hack: Use quotes or stats from your email for quick social posts—easy and effective.

 Across both: Polls & Surveys: 

Ask your email/social subscribers what they think with a quick poll and then share the results on social. It’s interactive, engaging, and builds community.
 

 

 

 

 

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A post shared by Surreal (@eat_surreal)

 3. Keep messaging consistent across platforms 

Your brand should feel like the same person across channels — whether it’s an email or a TikTok video. Playful on Instagram? Friendly in email. Professional on LinkedIn? Polished in your newsletters. Consistency builds trust (and makes you unforgettable).

 4. Connect through the customer journey (because timing is everything) 

 Welcome series 

When someone follows you on social, don't just wave—email them! Use that welcome email to introduce your brand, share your best content, and—of course—drop a special offer. It’s like sliding into their DMs, but professionally.

 Behavior-based emails 

Someone just commented on your Instagram post? Slide into their DM with an exciting offer which requires them to share their email address. Personalize email offers and keep them engaged. For example: “Loved our skincare tips on Instagram? Here’s 10% off your first order to try them out!” Email that feels personal = engagement gold.

 Survey and feedback loops 

Ask for feedback via email, then close the loop by sharing the results on social. (“We asked, you answered! 82% of you love our new flavor—thanks for voting!”) It’s an easy way to make your community feel heard and keep them engaged.

 Quick recap:  

Social grows your email list: Contests, UGC loops, and gated content bring them in.

Email drives your social engagement: Buttons, challenges, and live event promos keep them hooked.

Together, they drive unstoppable engagement: Sharing content across platforms keeps your audience connected, no matter where they hang out.

 Features of Zoho Campaigns that make it work   

Zoho Campaigns simplifies the process of integrating social media and email marketing with features designed to streamline efforts and enhance results.

 Social Buttons and Sharing Options   

• Add social media buttons to your emails, encouraging subscribers to connect with you.

• Enable subscribers to share your email content on social platforms.

• Reward email subscribers with early access to social-exclusive campaigns.

 Smart Contact Segmentation   

• Segment subscribers based on their engagement with email and social content.

• Target highly engaged users with exclusive offers or re-engage inactive subscribers with tailored social content.

 Analytics and Insights   

• Track interactions across email and social platforms.

• Identify top-performing posts that originated from email campaigns.

• Optimize future content based on engagement data.

 Insider Tip: You can sync email and social campaigns by using Zoho Marketing Automation 

 The Bottom Line: Social + Email = Better together 

Combining email and social media marketing builds a more engaging, human-centric approach to communication. By offering value-driven content on both channels, you can inspire your audience to think differently about how brands connect with them.

Ready to give it a shot?  Start small: add social buttons to your emails or promote your newsletter on social platforms. Over time, you’ll see how these simple steps can make a huge difference to how your audience engages with your content.

So, start experimenting and make your email marketing rewarding. Remember to review your analytics regularly, test new approaches, and adjust your strategy based on performance data. Your audience is waiting— and with the power of Zoho Campaigns, you’re ready to deliver.

TRY ZOHO CAMPAIGNS FOR FREE TODAY

 Frequently Asked Questions 

   1. Can I add social buttons to my email campaigns? 

Yes, you can add social buttons to your email campaigns in Zoho Campaigns. This feature allows you to include links to your social media profiles, enabling recipients to connect with you on various platforms easily.

 2. How can I use social media to grow my email list?     

• Add a signup link in your social media bio.

• Run exclusive giveaways where users must subscribe via email to enter.

• Use lead generation ads on Facebook and Instagram.

• Promote a freebie (like an eBook or discount code) in exchange for an email signup.

• Read this blog for more tips

   3. How do I encourage my email subscribers to engage with me on social media?   

• Include social media buttons in your emails for easy access.

• Offer exclusive content or discounts to followers.

• Create a branded hashtag challenge and ask subscribers to participate.

• Host live Q&As or product launches and invite subscribers to join via email.

 4. How can I track if my strategy is working?   

Use analytics tools like Zoho Campaigns to track:

• Email open rates and click-through rates on social media links.

• Engagement on social media posts that were promoted via email.

 5. What type of content works best for both email and social media?   

• Short, engaging content like tips, memes, and polls.

• Behind-the-scenes stories to create a personal connection.

• Exclusive sneak peeks to keep your audience engaged.

• Customer testimonials and reviews to build trust.

   

By blending the strengths of email and social media, you create a seamless marketing experience that keeps your audience engaged and your brand top of mind.

P.S. Have more questions? Drop them in the comments below! We're always here to help you.