Email Marketing integration and automation isn’t theory. It works, powered by email’s 4300 percent ROI (Direct Marketing Association). That’s why savvy marketers are still investing the bulk of their digital budget in email marketing.

But the game has changed, and so have the rules. With new channels and communication options continually unfolding, it’s essential that marketers stay on their toes to adapt, survive and thrive. Building a digital approach on top of email leverages both its proven ROI while reaching targeted audiences at a host of different contact points. Like social media.

Social media has transformed the way consumers make purchase decisions, gain more information about products and services, and find deals and purchase incentives. With over one billion social media users, adding social media to your email strategy can produce large campaign response lifts. But there are a lot of ways to do it wrong.

Here are six ways to make it work:

  1. Content:

First, figure out the goal and style of your campaign’s content. Tailor language, images and offers that pull visitors to a lead capture or purchase form. Keep in mind, the messaging must work for all your social media pages, landing pages and emails.

  1. Give Reasons to Share from Email to Social:

A person needs a reason to pass along and recommend your content. Give it to them with engaging imagery, coupons, discounts or referral programs. Make sure share and pin buttons are everywhere.

  1. Email Design:

When designing an email template, in addition to mobile rendering consider how the actual content will be repurposed as a Facebook tab and/or embedded into a blog post. Always take advantage of the ability to “create the message once and deliver it everywhere” with the click of a button. This saves you time and money.

  1. Landing Pages:

This is where you ask your prospects and customers to take action. Make sure your landing pages have the same message, look and feel as your Email Marketing piece, and that they include a prominent call to action. Shorter lead capture forms work better than longer ones. You can’t have too many landing pages, so use email templates that double as landing pages to get your message out. Schedule them to automatically repost to social.

  1. Lead Generation:

Convert social network users into email subscribers by embedding an email opt-in form on social media pages, blogs and pin boards. A compelling call to action is crucial to opt-in.

  1. SEO – Leverage for Your Engagement and Landing Pages:

Search engines will continue to find your landing pages, social pages, and share boards for months to come – and Google +1 will show your pages to friends – bringing users back to your doorstep and providing your offer with another chance to be seen, acted on or shared.

Find out how to put Email + Social and all of the power of email marketing automation to work for your business, read StreamSend’s Email Marketing Automation & Integration Guide.