5 Social Email Trends to Watch
Social email sharing, where recipients share noteworthy emails with their friends on social networks such as Facebook and MySpace or spread them via Twitter, is the new frontier for today's email marketers.
But as promising as it is, social sharing remains uncharted territory to marketers who want to break new trails but don't know what to expect beyond the next mountain range.
My company, Silverpop, published a study of email social sharing practices earlier this year called "Emails Gone Viral: Measuring 'Share to Social' Performance." Here are some key findings from the study:
1. Share-to-social extends reach. Using actual numbers from study subjects and an average of 100 friends in a user's social network, social sharing delivered an average 24.3 percent increase in reach. On top of that, the shared messages generated, on average, an additional 1 percent of opens.
2. Facebook rules, but … All the email messages studied included a link to share them on Facebook, and that social site along with MySpace and Twitter accounted for the majority of messages shared to networks. Links shared to Bebo, Delicious and LinkedIn, however, actually drew a higher percentage of clicks.
3. Brands in subject lines tend to beat offers. While specific creative elements didn't seem to factor heavily into an email's "shareworthiness," the study found that the emails most frequently shared were more likely to feature brands or product names in the subject line rather than specific offers.
4. Sharing activity lasts about one week. As with email in the inbox, the majority of opens and clicks of shared emails occur in the first couple of days following posting on a social site. On average, the last click on shared email messages occurs about seven days after the initial share, with activity ranging from one day to 44 days.