Glossary
| Term | Definition |
|---|---|
| Email Campaign | A structured email message sent to a list with a specific goal. |
| CTA (Call-to-Action) | A prompt encouraging recipients to take an action (e.g., click, follow). |
| UGC (User-Generated Content) | Content created by customers and shared on social media. |
| Referral Program | A system offering rewards for customers who refer others to a brand. |
| Teaser Content | A preview shared in email that links to full content on another channel. |
| Branded Hashtag | A custom hashtag designed to group content around a brand or campaign. |
Introduction
Email marketing and social media aren’t rivals. They’re partners. Email gives you direct access to your customers. Social media lets you meet them where they already hang out. When used together strategically, they amplify each other’s strengths.
Email can and should be a traffic source to grow your social media following. This guide unpacks proven strategies to do exactly that—without spamming or begging. Instead, you’ll build a cohesive brand experience that flows from inbox to Instagram (and beyond).
Why Cross-Promotion Works
| Channel | Primary Strength |
|---|---|
| Email Marketing | Drives personalized, owned communication with high ROI |
| Social Media | Builds awareness, community, and engagement in real time |
The magic happens when you connect the two. Here’s how.
1. Ask for the Follow (Directly)
It sounds basic, but most brands bury their social links in their footers. If you want real results, you need to spotlight the ask.
Best Practices:
| Element | Execution Tip |
|---|---|
| Subject Line | Tease value: “Follow us for daily deals + behind-the-scenes” |
| Visuals | Use social logos and preview feed images |
| CTA Text | Keep it bold: “Follow Us on Instagram” |
Pro Tip: A/B test subject lines with and without social CTAs to measure click lift.
2. Feature User-Generated Content (UGC)
Showcasing customer photos not only boosts trust but also motivates others to post. That means more followers, more mentions, and more engagement.
How to Do It:
- Include Instagram posts from happy customers in your emails.
- Use captions like: “Want to be featured? Tag us with #YourBrandName.”
- Offer a monthly prize for the best tagged post.
Sample Email Layout:
| Section | Content Example |
|---|---|
| Header | “This Month’s Top Looks From Our Community” |
| Main Body | Customer photos + Instagram handles |
| Footer | CTA: “Tag #YourBrandName to Be Featured Next Week!” |
3. Preview What They’re Missing on Social
Treat your email like a trailer and social as the full feature. Show a snippet, then drive subscribers to your profile.
Email Ideas:
- “Top 5 Posts You Loved This Month”
- “Behind the Scenes: Only on Instagram Stories”
- “Sneak Peek: Our Next Drop (Live on TikTok)”
Visual Format Suggestion:
| Block Type | Example |
|---|---|
| Image Carousel | Screenshots of top social posts |
| Link Text | “See the Full Video on Instagram” |
| CTA Button | “Follow to Get the Full Experience” |
4. Drive Referrals Through Social Sharing
Email is perfect for activating referral programs. Combine it with social sharing to turn your customers into influencers.
How to Activate:
- Send an email after purchase encouraging users to refer friends.
- Embed social share buttons with pre-written captions.
- Include incentives (discounts, points, store credit).
Referral Email Sample:
| Line Item | Content Example |
|---|---|
| Header | “Give $10, Get $10” |
| CTA Button | “Share on Facebook” |
| Reward Reminder | “Get $10 credit for every friend who shops.” |
5. Tease in Email, Convert on Social
Use curiosity to your advantage. Don’t reveal everything in your email. Instead, give subscribers a reason to click through to your social pages.
Campaign Ideas:
| Strategy Type | Email CTA Example |
|---|---|
| Limited-Time Deal | “Today’s 24-Hour Deal? Live on Instagram Now” |
| Exclusive Event | “We’re Going Live in 1 Hour. Join Us on Facebook.” |
| Story Continuation | “Want Part 2? Check It Out in Our Instagram Stories” |
Goal: Make your email list feel like a VIP pass to your social world.
Table 1: Email Type vs. Social CTA
| Email Purpose | Best Social CTA Example |
|---|---|
| Welcome Series | “Follow us to see how real customers style our gear” |
| Post-Purchase | “Tag us with #BrandName for a chance to be featured” |
| Promo Campaign | “Today’s drop is revealed on our Stories at 9 AM” |
| Win-Back | “Come see what’s new on TikTok” |
Table 2: Content Block Types to Drive Social Follows
| Content Element | Why It Works |
|---|---|
| Instagram Feed Embed | Visual proof of active community |
| UGC Carousel | Boosts credibility + encourages social interaction |
| Sneak Peek Video | Teases value on other platforms |
| Countdown Timer | Builds urgency around live social events |
Frequently Asked Questions
1. Do social icons in my email footer really help?
Not much. Footer icons are easily ignored. Instead, use full-width banners or CTAs in the email body to drive action.
2. How often should I promote social in my emails?
Once every 4-6 emails is ideal. Make it purposeful—not spammy.
3. What’s the best way to use UGC in email?
Highlight tagged photos with usernames. Bonus: include a CTA encouraging others to tag your brand for a chance to be featured.
4. Can I embed actual social feeds in emails?
Not natively. Most inboxes won’t render live feeds. Instead, use screenshots or tools like Nosto or Foursixty.
5. Should I create email flows just for social growth?
Yes. A dedicated flow can onboard customers into your broader ecosystem (email + social).
6. How do I measure success?
Track click-through rates on social CTAs, new followers from email, and engagement on posts mentioned in email campaigns.
Final Thoughts
Social media and email marketing are two halves of the same growth engine. Use email to convert one-time buyers into loyal, multi-platform fans.
Instead of relying on ad spend or viral trends, build sustainable attention by owning the inbox—and using it to fuel your social presence.
At Blossom Ecom, we help brands blend email, SMS, and social into a single conversion-optimized ecosystem. Ready to launch campaigns that grow audiences across every channel?
Let’s build your omnichannel strategy. Contact us today.
Related Reads Handpicked for You
- The Ultimate Crash Course Email Marketing for E-commerce Store
- Best Practices for Optimizing Email Flows with Klaviyo
- The Ultimate Crash Course Email Marketing for E-commerce Store
- Best Practices for Optimizing Email Flows with Klaviyo
- How to Customize Shopify Email Templates Quickly and Efficiently
- The Next Frontier of E-Commerce: What’s Coming and How to Prepare
Need help implementing this?
Let us take the hassle of managing your email marketing channel off your hands. Book a strategy call with our team today and see how we can scale your revenue, customer retention, and lifetime value with tailored strategies. Click here to get started.
Curious about how your Klaviyo is performing?
We’ll audit your account for free. Discover hidden opportunities to boost your revenue, and find out what you’re doing right and what could be done better. Click here to claim your free Klaviyo audit.
Want to see how we’ve helped brands just like yours scale?
Check out our case studies and see the impact for yourself. Click here to explore.
