An infographic from GetResponse offers some interesting insights into how social sharing has seeped into email marketing. “Email Marketing + Social Media: When 1+1 Equals More Than 2” shows that emails including social sharing buttons saw click-through rates (CTR) substantially higher than those without those buttons.
According to GetResponse, there are 3.1 billion email users, 800 million Facebook users, 135 million LinkedIn users and 100 million Twitter users.
The average number of shares per 10,000 emails opened is 23 for Facebook, seven for Twitter and four for LinkedIn.
The average CTR for an email without social sharing buttons is 2.6 percent, according to GetResponse. This rises to 5.0 percent for emails with Twitter sharing buttons, 5.4 percent for emails with Facebook sharing buttons and 9.6 percent for emails with LinkedIn sharing buttons.
GetResponse also found that 18.3 percent of email marketers include sharing links in their emails, an increase of 40 percent from last year’s results.
However, the company notes that this is still a low number, given the high performance for emails with social sharing buttons. As mentioned above, emails with social sharing buttons had an average CTR 115 percent higher than those without.
According to GetResponse, 91.3 percent of email marketers including social sharing links direct recipients to Facebook, while 46.1 percent link to Twitter and 8.5 percent link to LinkedIn. Facebook’s popularity increased by 10 percent from last year, while Twitter’s dropped 25 percent.
The infographic also noted that 51.9 percent of emails include one social sharing icon, while 40.6 percent include two icons, 7.4 percent include three and 0.1 percent include four or more.
“This sheds a completely new light on customer-brand communication,” according to GetResponse. “Brands need to assume a more personal tone, respect individual voices and react in real time to all sorts of feedback. Brands that create a true relationship with their customers and respond to their needs with relevant and timely offers will benefit greatly from the enthusiasm of their fans.”
Sharing options in emails can help do this, according to the company.
According to separate numbers from The Retail Email Blog, the top online retailers sent each of their subscribers 3.6 promotional emails on average during the week ending Jan. 13. This reflected a 9 percent week-over-week increase, but a 35 percent decline from four weeks ago. It was also up 28 percent year-over-year.
Sources:
http://blog.getresponse.com/social-sharing-boosts-email-ctr-up-to-115.html
http://www.retailemailblog.com/2012/01/week-end-trends-valentines-day-to-start.html
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