How to Start Pairing Your Social and Email Marketing to Maximize Your Reach [Repost]

Digital communication changes fast, which means a single message can easily get lost in the noise — that doesn't make it any less valuable. According to the Direct Marketing Association, 58% of all direct consumer revenue comes from email campaigns, and Forbes has reported that 78% of people say social media posts from companies influence their buying decisions. A strong online presence today means pairing email and social to work in parallel rather than treating them as separate channels.

Keep Your Database Current

A database is the hub of a network — letting it go stale undermines everything built on top of it. Keep the data current, and build a simple system for updating records regularly.

Maintain Social Connections

Digital marketing creates a real-time way to stay connected. Connect with every database contact across each relevant platform to maximize reach, and be mindful that each platform rewards a different type of content for its specific audience.

Pair Email With Social

Every post should serve a specific goal that ties back to the broader strategy. A few ways to combine the two effectively:

• Post content that reminds people to check their email

• Offer something of extra value in exchange for an email subscription

• Share monthly updates or promotions across both channels

Whatever the offer, the subscriber should feel like they're getting real value. Consistency matters more than frequency — weekly, monthly, or quarterly all work, depending on the industry.

Keep Growing Both Lists

Ideally, the email list and the social following grow together — every new subscriber, contact, or follower should land in the CRM. Combining email and social is one of the most effective ways to extend reach; just make sure any email outreach follows an existing personal or professional connection first. For more on why social specifically moves buying decisions, see Social Media Today's look at social's influence on purchases.