Four tips for using email campaigns to build your social media networks

Your email marketing campaigns have a secret power you might be overlooking: The power to extend your brand’s messages from the inbox to the feed – the social feed, that is.

Email is a tried-and-true, successful marketing channel. It allows you to build closer relationships with your audiences and increase lead generation.1 In fact, 64% of companies rate email as their most effective marketing channel.2  However, marketers cannot deny the growing significance (and opportunity) of social media.  From 2015 to 2017, the number of social media users globally increased 21% to 2.8 billion users.3 That’s right: Billion, with a “B.”

There are plenty of reasons to build up your brand’s presence on social media. For starters, social media users are more likely to share your content, which means your brand’s reach is extended into new groups.1 If you’re looking to grow your brand on social, a smart way to boost your audience is through your email campaigns. If your email campaigns are targeted, reaching the right people who would be interested in your brand, then this audience is likely to want to engage with and share your content on social media.

Here are four tips for using email campaigns to build your social media networks:

  • Just ask!

Ask your email readers to follow you on Facebook, Twitter, Instagram, or LinkedIn. Provide a clear call-to-action that makes it easy for readers to follow through.

  • Provide examples.

Give your readers a taste of what they can expect to see if they start following you on a social network. If they see the content is relevant and interesting, they will be more likely to take action on your CTA.

  • Include social sharing buttons.

Right in your email, you can give readers a single-click way to post your content. This allows your social channels to reach even further. But if you really want your readers to share your content from your emails, you need to be sure to…

  • Create great content.

You might think this goes without saying, but it’s always a good reminder. Give your readers something to talk about or something to do (even better, give them both).

Don’t isolate your marketing channels. Leverage your great email campaigns to build your social media presence and start capturing even more opportunity.


[1] Fernandez, Mary.  Email Marketing vs Social Media Performance (2016-2019 Statistics). November 8, 2016. Accessed 10 August 2017.


[2] Leszczynski, Michal. The State of Email Marketing By Industry. February 15, 2016. Accessed August 15, 2017.


[3] Hootsuite. New Research Reveals Global Social Media Use Increased by 21 Percent in 2016. January 24, 2017. Accessed August 18, 2017.