Focusing on two separate marketing tools can be difficult, but email marketing and social media go hand in hand. Additionally, both social and email are affordable marketing strategies that produce high engagement and conversion rates.

Marketers should spend time developing strategies that play off both email and social to reap the combined benefits. Marketers can do this by cross-promoting key messages and top-performing content across all channels, social and email, to increase followers, subscribers and grow your brand.

Marketers need to balance the focus between email marketing and social media and use both marketing tools to complement, not compete with, each other. When that balance is achieved, you can maximize the effectiveness of your entire marketing program.