Email marketers like yourself are discovering that social media swings both ways. Not only can email marketing tools be used to raise awareness of your company’s social media presence, but your social media presence can in turn be used to recruit new mailing list subscribers. It’s the ultimate “beautiful friendship” of online marketing, a mutually beneficial relationship that bears more fruit the more it’s fed off.

One of the most effective methods of extending your reach and appealing to new mailing list subscribers is to use Facebook and Twitter to engage your existing customers in conversation by asking a fun, thought provoking question that they won’t be able to help but respond to. Since both social networks allow friends of friends to see their activity on your profile, this could be an effective way of piquing someone’s interest in following you online – and eventually, to signing up for your mailing list.

Remember, this isn’t an invitation to start a heated political debate about who your favorite candidate is for 2012. In fact, talking politics is one of the big no-nos of social media marketing. Sure, it’ll get people talking. But it’ll also serve to create an uncomfortable atmosphere that you can’t afford to have associated with your company. So be sure to stay “on topic” – meaning that if you’re a jeans outfitter, ask your audience questions like which celebrity they think looks best in jeans – and stay away from hot button issues.

Who ever thought that social media sites would ever evolve into effective email marketing tools to drive low cost email by recruiting active, interested followers? We did – but we won’t rub it in.