Social media marketing offers companies entirely new ways to reach consumers and express their brands. As effective as this medium is, however, it has also presented businesses with one major challenge: How does one best integrate email and social media in one, fluid manner and boost small business CRM?

According to Richard Evans' article on My Customer, marketers are best advised to drive email opt-ins via social media platforms and vice versa. By driving one with the other, brands will have a greater chance of seeing an increase overall.

"First, make sure you have email opt-in forms or links on your company’s social network profiles," Evans advised in his article for the source.

"Second, keep in mind that people who have interacted with your company in a social network may expect that same level of personality and 'voice' in your email communications, so make sure your marketing messages focus more on education, personality and peer recommendations rather than corporate-speak," he added.

Companies should also consider offering other modes of communication to suit consumer preferences, such as SMS, social media or direct mail. Finally, all messages should promote shareability, no matter what platform they are received on.