Using Email Marketing to Support Other Channels
In an age of social media and AI-powered ads, email might sound old-school. But it's still one of the highest-converting tools in a marketer’s toolbox — especially when combined with other channels. In fact, email marketing can act as the glue that holds your entire multichannel strategy together.
In this article, we’ll explore how email marketing can support other platforms like social media, content marketing, paid ads, and more.
📧 Why Email Marketing Still Matters
Direct Access to Customers: Unlike social platforms, you own your email list. No algorithm controls who sees your message.
Personalized & Segmented: You can tailor content for different customer types or behaviors.
Cost-Effective: High ROI with low cost per message.
Strong Conversions: Especially effective in cart recovery, upsells, and loyalty-building.
🔗 How Email Supports Other Channels
1. Boosting Social Media Engagement
Include links to your Facebook, Instagram, YouTube, etc. in newsletters.
Announce social contests, reels, or influencer features via email.
Promote “Follow us for more tips” to grow your follower base.
2. Reinforcing Content Marketing
Send blog highlights, tips, or video content summaries.
Curate a “best of the month” content roundup.
Link to long-form guides or eBooks hosted on your website.
3. Enhancing Paid Ad Performance
Retarget email subscribers with Facebook/Google Ads using customer match features.
Promote exclusive offers to segmented lists (like those who clicked an ad but didn’t convert).
Use email feedback to refine ad copy and targeting.
4. Cross-Promoting Campaigns
If you’re running a campaign across channels (like a product launch), email can:
Announce launch dates
Share behind-the-scenes content
Offer early access or limited-time bonuses
5. Supporting Offline or Event Marketing
Use emails to:
Invite people to webinars, expos, or store openings
Share event photos or thank-you messages
Send post-event surveys and follow-ups
🧠 Pro Tips for Email Integration
Automate Sequences: Welcome series, cart abandonment, re-engagement — all support ongoing campaigns with minimal effort.
A/B Test Often: Try different subject lines, times, and CTAs to maximize performance.
Segment Smartly: Don’t blast everyone. Send targeted emails based on behavior (purchase history, interests, activity).
Design for Mobile: Over 70% of emails are opened on phones — keep it clean and responsive.
📊 Example: Multichannel Campaign with Email Support
A fashion brand launches a new seasonal collection:
Instagram teasers + influencer unboxings
Google Ads for product keywords
Blog post about styling trends
Email series:
Day 1: Sneak peek for subscribers
Day 3: Exclusive 10% off
Day 5: Social media roundup
Day 7: Final chance to buy
This consistent flow increases engagement, conversions, and repeat traffic.
⚠️ Mistakes to Avoid
Sending the same email to everyone
→ Segment for better relevance.Lack of clear CTA
→ Every email should support one goal: visit, buy, read, share, etc.Not syncing with other teams
→ Ensure email campaigns are aligned with what social, SEO, and ad teams are doing.
Final Thoughts
Email marketing isn’t just a standalone tactic — it’s a bridge that connects and amplifies your other marketing channels. With smart planning, automation, and integration, your emails can drive stronger results across your entire multichannel strategy.
Build relationships, guide your audience, and boost every touchpoint — all with the power of email.