We got a bit feisty when someone shared a email versus social media infographic. The primary reason we disagreed with the versus discussion was that it shouldn't be a question of choosing one or the other, it should be a matter of how to fully leverage each medium.
Marketers should wonder how might email marketing and social media marketing work if the efforts were coordinated. The problem is that only 56% of marketers integrate social with their email marketing program.
Using your email marketing list to grow your social channels- and vice versa- is a win-win situation. However, a word of caution: marketers should be careful to remember what each channel’s specific purpose is. While keeping your channels' goals set to their specific strengths and purposes is important for successful cross-channel promotion, the fact is that using one channel to fuel the success of the other is a smart marketing strategy. By integrating your email and social media strategies, you can increase your brand’s reach, adding to your leads and moving them down the sales funnel.
One of the key findings that stood out to us was Why add social sharing to your emails?
- Integrating Facebook added 31 shares per 100 emails opened.
- Integrating Twitter added 42 shares per 100 emails opened.
- Integrating LinkedIn added 10.3 shares per 100 emails opened.
- Integrating Google+ added 13 shares per 100 emails opened.
- Integrating Pinterest added 14 shares per 100 emails opened.
Be sure to read the final guide from Reachmail, Benefits of Integrating Your Email and Social Media Strategies.