Digital marketers—like you!—are all stars. You have your hands full with all the many ways to reach your audience. At any given time, you may need to be fluent in email, content and social media because your audience is cross-platform.

Few people make buying decisions anymore based on information from a single medium. So when marketers focus all their energy on one channel, they could be missing out on other opportunities and the natural rhythms of the buying cycle.

So how can you keep on top of channels as different as social media and email? And how can you do so in the most efficient way possible?

I’m excited to share are a number of ways to integrate social media and email marketing to help save you time and let you reach your audience where they are. In this post, I’ll show you six of my favorite tactics to get more out of each channel.

email social

1. Upload your subscriber list to social networks.

There are a few key reasons you might want to do this:

  1. Relationships. It puts a face and a name to your email subscribers.
  2. Listening. Following them on social networks will give you a better idea of their needs and wants.
  3. Community. If you are publishing interesting content on social networks, you might earn some new followers.

Uploading your subscribers to social networks differs by platform. Here’s how to do it on a few popular networks.

Uploading Subscriber Lists to Twitter

You can link your Twitter account to your Gmail or Yahoo! account to scan your personal contacts. This is a good place to start.

First, head to Twitter.com. On the left sidebar, look for a link that says Find people you know.

1 twitter who to follow

Here, you can connect your personal or work email account. Twitter will check those emails against their user database and show your contacts’ profiles. Now follow them!

2 twitter connect gmail

This works especially well if you use Google Apps for Business since you can easily sync all of your professional contacts with your personal or business Twitter account.

To upload a CSV of contacts from your email service provider, the process is quite different.

First, export a CSV from your email provider.

3 vero export csv

Now, head to ads.twitter.com. Click “Tools” then “Audience Manager”.

4 twitter audience manager

Create a new audience list by first naming the audience, then choosing the type of data you’ll upload.

5 twitter audience creator

Next, upload your list.

6 upload to twitter

It will take a few hours for Twitter to process the list. Once it’s ready, you can use Twitter ads to target this group. This is a great way to promote things like offers, new content, and downloads and can even be used for retargeting (more on that in a minute).

Uploading Subscriber Lists to LinkedIn

LinkedIn allows you to search contacts in your personal email or upload a list of contacts.

From the LinkedIn home page, hover over “Connections”, then click “Add Connections”.

7 linkedin add connections

Next, click “Any Email”.

8 see who you know on linkedin

Then upload your file.

9 upload to linkedin

LinkedIn will process the file, then show you a list of matches. You can connect with them all at once or pick and choose who you want to connect with. Once you are connected, you can invite these people to groups or to follow your company page.

(I’ve blurred names and faces since these are actual Vero blog subscribers.)

10 linkedin connections

Uploading Subscriber Lists to Google+

From any page in Google+, hover over “Home” and select “People”.

11 google+ people

Next, select “Connect services”.

12 connect services

Then, “Open Address Book”.

13 open address book

Upload your file and see who you know!

14 google+ open address book

Uploading Subscriber Lists to Facebook

While you can import contact lists to your personal Facebook, I don’t recommend doing this. It’s common for people to use Twitter, LinkedIn and Google+ for professional networking but that isn’t always true for Facebook.

Instead, you can create a “Custom Audience” and run targeted ads. You can use these ads to get more “Likes” on your Facebook page or use them as part of a retargeting campaign.

To start, navigate to the Ads Manager.

15 facebook ads manager

Then look for the “Audiences” link.

16 facebook audiences

On the right side of the page, click the green button that says “Create Audience”, then “Custom Audience”.

17 create custom audience

Next, choose “Customer List”.

18 customer list facebook

You need to choose how you plan to add these people. Uploading a CSV will work regardless of which email provider you use.

19 upload a file facebook

From here, Facebook will prompt you to create an ad. Facebook Ads are a huge separate topic, so I’m not diving deep on that here. Instead, I recommend checking out Noah Kagan’s post What I learned spending $2 Million on Facebook Ads.

2. Run retargeting ads on Facebook and Twitter for people who click your emails.

This is a super smart trick that hardly anyone takes advantage of. Blindly running ads is an easy way to spend a lot of money. But matching intent and interest with targeted ads is a good way to make a lot of money.

Here’s how retargeting works.

You install a tracking code on your website. This allows your ad platform to cookie visitors, then show them ads on other platforms (like Facebook).

If you create a targeted email campaign for your subscribers, then retarget only the ones that clicked through, you eliminate guesswork. Social networks are perfect platforms to run your ads because 1) it’s affordable and 2) these sites are heavily trafficked.

How to Retarget Email Subscribers on Facebook

Perfect Audience is a great tool for Facebook retargeting. To get started, you’ll need to create an account and install the tracking code on your website.

The first thing you need to do is queue up a smokin’ email. Let’s say you’re offering a free trial to people who downloaded an e-book. Segment your list in your email provider and get the content ready to send.

Now head back to Perfect Audience, hover over “Manage” and select “Retargeting Lists”.

20 perfect audience list

On the right side of the page, click “Create new list”.

21 create new list

Once you name the list and decide how long to run your ad, you need to decide how to track people. I prefer to use a querystring since I use them to track email campaigns anyway. That way, when people end up on a landing page, you’ll know how they got there and Perfect Audience will know to cookie them.

To do this, head to Google’s URL Builder and define a campaign source (“freetrialoffer”), medium (email) and campaign name (retargeting). Append these parameters to the links in your email. (Read more about how to use parameters here.)

22 perfect audience create list

Next, you’ll need to create an ad. Hover over “Manage” and select “Create Ads”.

23 create a facebook ad

There’s an art and science to creating ads that goes beyond the scope of this post. Check out another Noah Kagan post How to Spend Your First $100 on Retargeting Ads to learn all about it.

How to Retarget Email Subscribers on Twitter

Retargeting on Twitter is a little trickier since it’s managed directly through Twitter.

From ads.twitter.com, create a new campaign.

24 Campaign_overview_-_Twitter_Ads

Again, ad creation is a separate topic so I’m going to skip to the part about retargeting your email subscribers. Scroll down until you see “Add tailored audiences”.

25 twitter retargeting

Here you can create a custom audience by uploading your email list (as we covered earlier) or monitor behavior with a tracking code. The tracking code allows you to do real retargeting since you can specify that ads are only show to people who clicked through in an email.

Learn more about this on the Twitter blog.

3. Let social networks send emails for you.

File this strategy under “indirect email marketing”.

I got this idea from Scott Van, who wrote a detailed post on how he caught Copyblogger sneaking into his inbox.

Here’s Scott describing how it works:

When you subscribe to a LinkedIn group, unless you consciously decide to unsubscribe from email notifications, you will start regularly getting emails from LinkedIn triggered by activity inside the group.

Since LinkedIn is most likely tied to your primary email account, not some junk account set up to catch all those emails you subscribed to but didn’t really want to read, Copyblogger is regularly getting to the top of your inbox and they never once hit the send button on their email list.

The key to making this work is to run a great community. It’s not about self-promotion — rather it’s about helping people in your niche. If you’re able to do that and grow your group’s membership, you’ll end up in the inbox on a daily or weekly basis.

As an added bonus, the emails are really good. The “from” name is the same as the group name. They tease new content and use a nice blue button to call readers to action.

26 linkedin group digest email

You can even send email announcements to your group members via LinkedIn.

27 linkedin group announcements

4. Automate email outreach to drive more social shares.

What’s the secret to getting influential people and blogs to share your content?

Social proof.

I’m hesitant to reveal this strategy because it’s one of our best weapons here at Vero but we believe in transparency, so here we go.

When you publish new content, you have to seed it with shares before you can ask influential people to share it too. If you write something great, then email Guy Kawasaki asking him to share it five minutes later, he will see that it has no shares. The content has not been validated.

That’s where email comes in.

At Vero, we use email to get social sharing rolling. Once a post has a few hundred shares, I start reaching out to bigger sites and more influential people who can see that people love our content. This is the exact method I used on our Email Marketing Best Practices guide, which has now been shared more than 10,000 times.

The fastest and easiest way to do this is to use a tool called SendBloom which helps you automate emails from your personal Gmail account.

First, start a new campaign.

28 sendbloom new campaign

SendBloom will walk you through a few self-explanatory steps, then it’s time to create the email.

SendBloom will ask you how many times you want to email people. You can choose to email them once, or choose to email them once but send a follow-up if they don’t open your message.

29 Sendbloom Campaign Builder

Then you decide when to send a follow-up.

30 Sendbloom Campaign Builder Bumps

And then you can start creating the emails, which you can personalize with first names and a number of other variables. Here’s an example of a template I’ve used successfully in the past.

31 our latest guide

After that, just schedule your emails to be sent and you are done. Once you’ve got the ball rolling, you can use social proof to pitch bigger and bigger influencers.

If you don’t have a SendBloom account, you can also do this process manually. The idea with SendBloom is not to send marketing emails, but rather to speed up the process of sending personal emails.

Alternatively, you can include a call to action to share your content in a newsletter to achieve the desired effect.

5. Collect email addresses on Twitter and Facebook.

Did you know that people can signup for your email newsletter directly on Twitter? It’s really easy to setup and works very well.

32 twitter email addresses

So how can you get started for yourself? First, let’s take a look at what you’ll need:

  • Something valuable to give away: No one is giving away their email address for free. Be prepared to offer a book, guide, webinar, course or something else valuable.
  • A privacy policy: Because there is an exchange of sensitive contact data, you must show Twitter and Twitter users how that data will be handled.
  • A credit card: Even if you don’t plan to run ads, Twitter requires a credit card to use this tool.

Head to ads.twitter.com. Click “Creatives” then “Cards”.

33 twitter cards

Next, click “Create Lead Generation card”.

34 create-card

Twitter will ask you to write a headline, description and call to action. You can also ad an image, which should be 800 pixels wide by 200 pixels tall. Use a tool like Pablo or Canva to make the perfect image.

The idea is that people can signup for your newsletter without leaving Twitter, so your button call to action is key. Twitter will store leads that you can download later or you can use a POST URL to pass the data directly to your email provider.

For more details and an instructional video, check out our post How to Collect Emails Addresses on Twitter.

Using the Facebook Call to Action Button

You can do something similar on a Facebook page, although the setup is entirely different.

There are a few ways to go about this. First, you could use a Facebook app to embed a signup form on a tab on your page. This okay but it has to be hacked together. If you want to try it, Aaron Lee will walk you through it here.

I prefer to drive traffic to a page I have more control over. You can use Facebook Call to Action button to send people to a landing page.

Here’s how to set it up.

Head to your Facebook page and click the button that says “Create Call-to-Action”.

35 vero facebook page

You can choose a number of different calls to action depending on your objective. For newsletters signups, choose “Sign Up”, then add a URL to your landing page.

36 vero signup facebook

That’s it! It’s the first thing your Facebook fans will see when they go to your page and you can even measure clicks using Facebook’s analytics.

6. Create an exclusive social group for your email subscribers.

This is a hugely underrated tactic. I learned it from Noah Kagan, who used it to create a 5,000+ member Facebook group. Here’s how he did it.

First, he created an email course called Email1k. He recruited a bunch of smart people to contribute lessons and made the content free to anyone who signed up.

When people sign up for the course, they are asked to email two friends about it. If they do, they get access to the private Facebook group.

37 Email_1K facebook group

The key to making this strategy work is to create an active, engaged group. The Email1k group is moderated to keep the user-generated content informative and useful. No spam and no self-promotion here. Their hard work has paid off. Posts often get 20 comments and sometimes 50 or more.

You could double-down on this strategy by creating an exclusive LinkedIn group to leverage strategy #3. That way, LinkedIn will send email digests to members, bringing your email to social to email strategy full circle.

If you would like to try this strategy, we wrote a guide on creating a Facebook Group and building an engaged community.

Over to you

Are there other ways you integrate social media and email marketing? We want to hear about it!

Image sources: Pablo, Death to the Stock Photo, IconFinder

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Written by Jimmy Daly

Jimmy runs the blog at Vero and curates a marketing newsletter called Swipe File. Follow him on Twitter at @jimmy_daly.

  • Chris O’Dell

    What a great post; it’s so thorough. Thank you!

    • @chris_o_dell:disqus You are welcome, so glad you enjoyed it! 🙂

  • This article is so comprehensive, you guys are next-level.

  • sabin banjara

    good post ,it is helpful.

  • Mark – Shotkit

    Brilliant article Jimmy! Thanks so much for writing so much useful and actionable info.

    • @markshotkit:disqus So glad to hear it was useful! 🙂

  • Amazing article Jimmy! By far one of the best pieces of content I’ve read on the subject.
    I’m a big fan of Noah’s private Facebook group strategy for the Email 1K course. I signed up for the course when it first got launched and I think I actually learned as much from looking at how the sign up process and emails were built as I did from the actual content.

    One thing I’m wondering after reading your post: Do you follow newsletter subscribers from several social media accounts or do you limit this to 1? I think getting a follow on twitter + facebook invite to like a page is ok but if you add a linkedin invite and google + one it ends up being a little stalkerish… Would love to hear what you do at Vero.

    • @aureliechazal:disqus Really good question. I agree that reaching out on every social network isn’t a great idea. At Vero, we focus mostly on Twitter. I’m a fan of “deep, not wide” so I try to make the most out of one network rather than get a little from a bunch.

      • I love this “deep, not wide” approach :). It’s something that I am trying to apply to our business. I don’t think it’s possible to be good at everything and the same applies to social media.
        Thanks for answering 🙂

  • Nice post Jimmy! I am looking forward to trying some of these out. Have a wonderful Wednesday! 🙂

  • Amazing article! Thanks for sharing! Now I am off to put into practice some of your tips right now. Cheers!

  • Is #1 legal – based on current privacy policies? Just curious.

  • Especially after launching Buffer for Business recently, a lot of business approached us, asking which practical tips we had for them to improve their social media and content marketing.

    Learn Social Media Tips

  • lisa

    This is a great post Jimmy! Thank you for sharing. Now I can wow other people with these simple tips. My only problem is – I cannot find the tools / audience management button as outlined in step 1 on my Twitter account. Do I need to assign a credit card to my ads account to do so?

    • Lisa – I’m sorry I just saw this. Yes, I believe you do need a credit card to use these features (even though they are free).

  • Great article! Thanks for sharing these detailed tips for integrating social media and email marketing.

    • Thanks, Denise! Found so much to like here in Jimmy’s post. 🙂

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  • IGNIWEB

    Thank you. Now, we’re working into social media marketing and content management so this is going to be useful for us.

    • Great to hear! Thanks for the comment!

  • Bilal Ahmed

    Thank you for sharing such thoughtful comments, Christopher! This is indeed an interesting and fun time for marketers.

    BloggingRex

  • Your all post are amazing, it is also. From some Day’s ago i think about integrate social media cause for a blog or website popularity enhance must need to social media.I read your post and clear a problem which i face on twitter.Again Thank’s for nice article.

  • Guest

    Nice article jimmy. I think effectiveness is the level of results from the actions of employees and managers. Employees and managers who demonstrate effectiveness in the workplace help produce high-quality result and efficiency in the workplace is the time it takes to do something. Visit here

  • Crystal A. Davis

    All the marketing discuss these days is about public networking. But research has shown old-fashioned email is still far more effective than public networking in gaining clients to your online business. Visit here

  • Great tips and easy to implement. Thanks for sharing!

  • Great piece with actionable advice as always Jimmy!

  • Rohail Tariq

    Great Stuff man! Hey, Check out Mail Sailor email marketing with amazing social media integration. I hope you will like it. Most of all get free access as well at: http://mail-sailor.com/

  • Thomas Garcia

    All that said, this is a
    great product for beginners who need usable, customizable templates and a
    really nice UI that helps them lay out their perfect email. I don’t have any
    experience with their customer service.

  • Gillian Tores

    Very like your article Jimmy. Can confirm that social media icons in newsletters convert well on our fanpage. I use Freshmail grab&drop designer so can put icons quickly

  • Prateek Sharma

    good tips has been shared by writer.i use sendingmail.in ,it is cheap and geting me leads. I will use this tips when i send my newsletter on sendingmail. The points are really thinkable….once again thank to author…good database collection tips….very good idea

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  • Sarah Forman

    You did a good piece of work, as I see you investigated this issue very deeply – I like this post

  • Conrad Kleinespel

    Awesome tips Jimmy ! Thanks for sharing. I subscribed to a newsletter via Twitter a few days ago and thought it worked very well.

    Regarding emails, they often contain images that email clients won’t show by default (unless your “Display images” setting is turned on). Recently, I learned that it is possible to convert images to CSS (which means they show up in emails automatically).

    If you, Jimmy, or anyone else reading this has tried this out, I’d love to hear if that technique can have a positive impact on the number of clicks such emails generate.

    • Really interesting one, Conrad! I’ve yet to try this out myself. Would you happen to have a link to the resource you found? I’d love the chance to learn here!

  • Vince

    Nice article! Earlier I only used GetResponse software to manage my newsletters but now I know how important is to also run email marketing campaign inside social media platforms…

  • For anyone who is just now coming across this post, the method described for “Uploading Subscriber Lists to Google+” no longer works – I’ve been researching this for a week… The only way to bulk import into Google+ is if you do not currently use Google Contacts. You can import all of your newsletter subscribers into Google Contacts, then you can add them via Google+.

    The problem arrises when you already have MANY Google Contacts, after importing your newsletter subscribers into Google Contacts, all of your current contacts will be intermixed with your newsletter subscribers. If you don’t have many Google Contacts, this could work for you. If you have 1000s of Google Contacts, this doesn’t work so well.

    Unfortunately, the process to add your newsletter subscribers to a circle in Google+ is tedious, but doable:
    1 – Create a circle
    2 – Within that circle, click “add a person”
    3 – Begin entering email addresses one-by-one (note: comma or semi-colon seperated email addresses are not accepted)

    Enjoy!

  • Hont

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  • Wonderful! You’ve listed some amazing ways to join two of the most effective internet marketing techniques. These will surely be of great help to businesses out there.