Email and Social: Combining the Two Worlds For More Refined Lead Generation

Dmytro Spilka

Dmytro is a CEO at Solvid, a creative content creation agency based in London. Founder of Pridicto. His work has been published in Shopify, Zapier, Mention, WordStream, Entrepreneur,, BuzzSumo, and Campaign Monitor.

As a marketer, you’re likely to operate across many channels, from email, pay-per-click (PPC), SEO through to social media. In many cases, marketers utilize these channels individually, and while there’s nothing necessarily wrong with that approach, it could be hugely beneficial to combine the potential of multiple channels to great effect. 

Email marketing and social media are two channels that can be combined effectively to produce great results in terms of ROI. If integrated well, the combination of email and social can lead to: 

  • Greater levels of website traffic.
  • Far more meaningful audience engagement.
  • Stronger relationships built between your business and customers.
  • Greater ROI leveraged by strategic campaigns.
Ratings by Marketers on the Effectiveness of Digital Media Channels

With a global user base of 2.89 billion, it’s impossible to ignore social media, and the act of utilizing socials to encourage the joining of mailing lists can be an effective way of generating new leads.

Whether you’re setting up photography contests on Instagram, joining in the latest video trends on TikTok, or sharing your tutorials on YouTube, social media marketing is a tried and tested way of generating more attention, creating a buzz, and leveraging leads for your business online. 

Let’s take a deeper look into how combining the two worlds of email and social media can help to refine and optimize your lead generation tactics. 

Generate Email and Social Content That Runs on Consistent Themes

By streamlining your content in a way that generates a consistent theme throughout your social and email marketing campaigns, you can effectively reinforce your messaging and create a level of familiarity among leads who are potentially more familiar with one marketing channel or the other. 

Consider creating a content calendar that enables you to talk about related things on all of your social media accounts and emails over a certain period. The content itself can relate to just about anything around your business, but all of your processes can be optimized to suit your theme. 

For instance, you can create a blog post that fits in with your theme, while on platforms like Instagram or TikTok you can post social proofs of clients claiming that your company helped them to accomplish something related to your theme in a more visual manner.

Marketing Calendar

When creating a calendar to generate consistent themes across your email and social media marketing campaigns, it’s worth looking for the many effective templates available online. 

In the example above, we can see an effective color-coordinated CoSchedule format which can help users to spread their efforts better across channels, but many good free alternatives also do a great job in keeping you organized.

Tap Into The Power of Lead Generation Social Ads

Social media lead generation advertising can be one of the most effective ways of facilitating conversions for your company.

Lead generation ads can help to encourage social media users to sign up for your newsletter, claim a bonus for contact information or share their personal information with you in exchange for another free service or perk. 

For instance, say that you create an Instagram lead form that offers a 30% discount on your subscription service in exchange for a mailing list sign-up. The ad text could read something like ‘sign up today for 30% off, no strings attached.” In doing this, you can ensure that more organic contacts arrive in your customer database, with a much greater chance of one of them ultimately becoming a paying customer.


As we can see in the example above, Instagram enables the ad to feature a clickable call to action button. As a more pictorial-based social network, Instagram enables businesses to let their products or services do the talking while enabling a call-to-action to be placed underneath. 

This approach can also work wonders for the more media-oriented social networks of today, like YouTube and TikTok. Instagram has even evolved to incorporate dynamic CTAs that match and replicate the colors featured in the image ad itself. 

Continuing with Instagram as the prime example, this form of lead generation campaign can help to attract potential leads with the prime intention of converting them into customers, all through getting them to agree to receive personalized email content. 

Nurture Social Leads With Email

Combining social with email works best when you utilize social media platforms to capture your prospective customers and tap into the power of email to nurture them to the point where they trust your business enough to make a purchase. 

This process can involve painstaking craftsmanship but can also be automated effectively with the right marketing software. 

In the image above we can see how marketing platforms like Finteza (pictured), Wordstream, and AdRoll can target and monitor the effectiveness of social campaigns and the timing of the adverts crafted to generate leads.

Once you’ve engaged your targets in a meaningful way, you must develop an email marketing campaign that compliments your social efforts. 

It’s always worth utilizing welcome emails to ensure that your audience is fully aware of what they’ve signed up for. While this is generally the easiest step of the email marketing process, a well scheduled and crafted welcome email can help to show that you appreciate each subscriber and to set their expectations for what life will be like on your mailing list.

Welcome Email Examples: Huckberry’s Welcome Email

In the example above, we can see that Huckberry introduces its company by summarizing it in a single sentence and highlighting its one million subscribers as a form of social proof. 

Be sure to continually test and adapt your email campaigns based on the insights you get. In this regard, email campaigns are similar to landing pages when it comes to getting things right. Constantly check what titles, subject lines, offers, and formats lead to better open rates and conversion volumes and look to optimize it accordingly.

Email and Socials Combine to Generate The Perfect Social Proof

As such a widely used entity, social media represents a huge source of user feedback for your business. Social media users can leave reviews on your profile page, comment on the content you publish, and even visually share their sentiment towards your business through the use of emoticons. 

While this can be a daunting prospect for businesses — and very few have managed to navigate the social ecosystem without ever coming across a negative review — it can be a great way of putting you directly in touch with the positive feedback you get. These positive messages can be cherry-picked and included in your email copy to help convince your subscribers to make a conversion. 

The difference between saying that ‘our products are great’ and ‘these reviewers believe our products are outstanding’ is huge, and you’ll see the rewards in the leads you convert into customers. 

Practically speaking, it’s possible to leverage social proofs by providing links to your social media profile page, showing excerpts from social reviews, or sharing screenshots of your comment section. 

The power of social media is unignorable today, and while its influence is huge, blending social and email marketing can be one of the most effective ways of optimizing your marketing efforts. In terms of lead generation, few approaches can be more effective than generating conversions through social advertising before turning them into paying customers through a nurturing email campaign. 

By combining the two entities of email and social, your business can leverage a consistent customer experience that’s capable of automatically converting intrigue into revenue.

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