A social campaign can be integrated nicely with an email blast. It will be more effective if you pay close attention to your targeted audiences based on what you think they would like to see in the offer. Targeting your audiences will go a long way to generate more interesting responses, otherwise, a non-targeted campaign could be viewed as an unwanted ad, damaging your brand, or even worse, a spam. You also want to think about the timing of the promotion, for example, you would not want to sell an air conditioner in the middle of the winter.
The first step is to come up with a promotional plan that specifies 1) targeted audiences, 2) time of promotion and 3) an offer that will be attractive to your audiences. Finally, make sure you test that all the link works. After all, people are busy and they would only open the email if it is worth opening.