91 percent of consumers check their email at least once a day. Facebook usage comes in second, with 57 percent of consumers checking it on a daily basis, according to the ExactTarget 2012 Channel Preference survey. As a small business owner, you can and should harness the power of social media to increase your newsletter subscriber count and improve your email marketing strategies. Since direct marketing communication via email is preferred by 94 percent of consumers, it's important for companies to send the majority of their promotional messages and brand affiliated news using this mode of communication.

Promote Your Subscription

Of course, you'll need to let your social media fans know about your email subscription before you can expect to gain new subscribers, says Precision Marketing Group. However, don't limit yourself to posting this information on your Facebook or Twitter accounts. Social Media Examiner suggests hosting a webinar about your business. You'll not only get the word out about your newsletter, but show the human side of your company to your audience as well. When announcing your online hangout session make sure to include a link directly to the event to make it easy for consumers to attend. Additionally, include a newsletter sign up option on the webinar event page.

Do Good With Your Emails

We know your goal is to gain more subscribers, but make sure not to forget about your current subscribers in the process. The number one way to keep consumers from opting out of your email marketing campaign is to be useful to them. You can do so by sending marketing emails that keep your social media fans happy. Companies can send email reminders before every regular recurring payment to prevent customers from being surprised when their account is charged, says Chargify. Furthermore, emails that remind clients of the usefulness of your service or that contain content that is relevant to their lifestyle keeps your small business at the front of their mind. Hold polls and surveys on social media to help you craft emails that align with your audience, recommends The Guardian.

Offer Coupons and Host Contests

Their email inbox is the first place 44 percent of consumers look at when they want a deal from a company they know, notes ExactTarget. Use social media to post offers and push consumers to your website for email subscription. Aside from sending promotional deals, host contests, sweepstakes or giveaways to increase email subscribers. Avoid holding these events of your Facebook timeline since it won't increase your email subscribers. Instead, use Facebook apps that require users to sign-up to enter, such as Rafflecopter or Votigo.

Have an Incentive for Signing Up

Many online businesses offer shoppers a 10 to 20 percent discount on their next purchase when they sign up to their email list, says Social Media Examiner. Include the benefits that consumers receive when they become subscribers. Some of these advantages can be exclusive offers, monthly discounts or being the first to know about a new product. Regardless of what kind of incentive you choose to offer, make sure to keep your promise to avoid ruining the relationship your company has with the client, warns Precision Marketing Group.

Integrate Social Media Into Your Newsletter

Encourage subscribers to share your company promo emails with social media sharing tags. Having your current subscribers share your emails on their own social media pages helps gain new subscribers. This domino effect of subscribers earning subscribers will keep your email campaigns thriving. ShareThis makes it easy to include social media sharing tags at the bottom of your emails by instantaneously creating a personalized code to embed in your newsletter.