{"id":8067,"date":"2022-10-21T16:06:00","date_gmt":"2022-10-21T22:06:00","guid":{"rendered":"https:\/\/twprod.wpengine.com\/how-to-repurpose-your-social-media-content-in-email-campaigns\/"},"modified":"2025-07-24T12:41:57","modified_gmt":"2025-07-24T18:41:57","slug":"how-to-repurpose-your-social-media-content-in-email-campaigns","status":"publish","type":"post","link":"https:\/\/www.tailwindapp.com\/blog\/how-to-repurpose-your-social-media-content-in-email-campaigns","title":{"rendered":"How to Repurpose Your Social Media Content in Email Campaigns"},"content":{"rendered":"\n
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Producing quality content takes time. And with businesses stretched thin, keeping up with the demands of running multiple campaigns across multiple channels can easily leave you feeling stressed and frustrated. <\/p>\n\n\n\n

But the great thing about content is that it can be repurposed. The content you produce for social media can work beautifully in your email marketing campaigns too. <\/p>\n\n\n\n

And we\u2019re going to look at how content repurposing can make your email marketing even better.<\/p>\n\n\n\n

Five ways to use your social media content in emails<\/h2>\n\n\n\n

 1. Showcase user-generated content (UGC)<\/h3>\n\n\n\n

Social media is a great place to find images created by your very own customers (known as user-generated content or UGC for short).  <\/p>\n\n\n\n

If you sell a physical product, such as a clothing brand<\/a> or homeware, there\u2019s a good chance that loyal customers might photograph what they\u2019ve bought from you and share the images on social media. <\/p>\n\n\n\n

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You can encourage more customers to do this by asking recent purchasers to tag photos of your product on Instagram. It can also work on Facebook and Twitter too. <\/p>\n\n\n\n

Offering an incentive or running a giveaway is one effective way to generate more user-generated content. For example, you could award vouchers to the best image tagged on Instagram. <\/p>\n\n\n\n

For a masterclass on how to use UGC, look at the marketing materials of the underwear brand MeUndies. They\u2019ve grown an active community of over 406k followers on Instagram thanks to their fun and racy content. <\/p>\n\n\n\n

But much of this content is user-generated \u2013 customers and influencers alike are posting thousands of selfies showing their MeUndies underwear. In fact, there are over 32,000 posts with #meundies on Instagram. <\/p>\n<\/div>\n\n\n\n

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Image source: Instagram<\/a><\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n

And MeUndies has put this user-generated content to extra use by including some of the most popular Instagram images in their email marketing campaigns.<\/p>\n\n\n

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Image source: ReallyGoodEmails<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

The only images in this email are images created by customers and influencers on Instagram. This not only showcases the MeUndies products but also encourages subscribers to follow MeUndies on Instagram. <\/p>\n\n\n\n

Plus, featuring UGC is an effective form of social proof<\/a> \u2013 potential customers see other happy customers wearing MeUndies underwear and that helps bring them closer to buying their own.<\/p>\n\n\n\n

2. Use your social media feed and images in your email templates<\/h3>\n\n\n\n

Images are an important part of good email design<\/a>. But producing high-quality images can be time-consuming and expensive. <\/p>\n\n\n\n

To save on time and cost, use images and link your feed from your social media accounts in your email templates. <\/p>\n\n\n\n

When you add your social media feed into your email, it encourages your subscribers to engage with your brand in multiple ways, as well as allows them to view your brand from new perspectives. Especially if you have a heavily visual type of business, such as jewelry<\/a>.<\/p>\n\n\n\n

Images from Instagram and Pinterest can be used to create newsletter headers. Here\u2019s an example from the wellness brand Well + Good:<\/p>\n\n\n\n

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Images and takeaways from any webinars you are a part of are also great to add into your email template. By showing yourself in the light of leadership and community, you are positioning yourself in a trusting way while also providing visuals and value to your subscribers. <\/p>\n\n\n\n

Well+Good used images from their Instagram account to form the header in their welcome email. The color palettes<\/a> and subject matter of these images are typical of the images Well + Good posts on Instagram. <\/p>\n\n\n\n

And this synchronicity between their social media and email marketing helps foster a stronger brand image and awareness \u2013 subscribers will more easily recognize content produced by Well + Good. <\/p>\n\n\n\n

Brand awareness<\/a> \u2013 the degree to which consumers recognize your brand, product, or service \u2013 helps keep your business top-of-mind so that when consumers are ready to buy, they\u2019ll think of you first. <\/p>\n<\/div>\n\n\n\n

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Image source: ReallyGoodEmails<\/a><\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n

Creating a strong brand image across your various marketing channels will help your audience become even more familiar with your offering. <\/p>\n\n\n\n

But it\u2019s not just the email header where you can use social media images \u2013 you can also use them in the email footer. The bottom of an email is the perfect place to mention your social media channels and encourage subscribers to become followers. And using content from your social media channels will show subscribers what they can look forward to when they follow you. <\/p>\n\n\n\n

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Here\u2019s an example from the women\u2019s health brand Hers:<\/p>\n\n\n\n

At the bottom of their email, they\u2019ve included a grid of images taken from Instagram alongside a call-to-action of \u2018follow us\u2019. <\/p>\n\n\n\n

With headers and footers like these, you can create email templates so that you don\u2019t have to start from scratch with each new campaign. <\/p>\n\n\n\n

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Image source: ReallyGoodEmails<\/a><\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n

3. Create an email from existing social media creative <\/h3>\n\n\n\n
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As well as using social media images to create headers and footers for your email templates, you can also use more elaborate social media content<\/a> to design one entire email. <\/p>\n\n\n\n

Here\u2019s an example from shaving brand Harry\u2019s to illustrate the point:<\/p>\n\n\n\n

This email promotes the three different scents available for Harry\u2019s bar soap and body wash. And it\u2019s done using eye-catching illustrations that are also featured on their Instagram account as animated GIFs.<\/p>\n\n\n\n

A lot of work would have gone into designing the animated GIF for Instagram. So it makes sense to repurpose this content across other channels \u2013 not only does it save time, but it also saves money. <\/p>\n\n\n\n

Rather than having to design fresh content for an email campaign, Harry\u2019s has simply reformatted existing content to suit the format of the email. <\/p>\n\n\n\n

Another bonus of this is that it ensures this particular campaign reaches Harry\u2019s audience wherever they might be \u2013 on Instagram or email. <\/p>\n\n\n\n

In case followers missed the post on Instagram, they\u2019ll receive an email promoting the same products as well. <\/p>\n\n\n\n

If you\u2019ve ever found yourself looking at a blank template in your email marketing tool<\/a> wondering what content to fill it with, take a look through your social media posts and steal your most attention-grabbing designs.  <\/p>\n\n\n\n

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Image source: Really Good Emails<\/a><\/figcaption><\/figure>\n\n\n\n
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