A report from Experian takes a look at how email is affected by social networks. While Facebook and Twitter are displayed or promoted in the most emails, Pinterest is the social network that boosts engagement with emails the most.
According to the report, titled “Better Together; Email and Social,” Facebook is displayed or promoted in 97 percent of emails, followed by Twitter with 91 percent, YouTube with 45 percent and Pinterest with 32 percent.
While the varying prominence of these social networks in email messages isn’t too surprising, the next finding might be: Pinterest outperforms Facebook and Twitter when it comes to actual engagement with emails.
Emails promoting Pinterest exhibit a unique open rate of 14.1 percent, while emails promoting Twitter exhibit an open rate of 14.0 percent and emails promoting Facebook exhibit an open rate of 12.7 percent.
Meanwhile, emails promoting Pinterest boast a unique click rate of 2.6 percent, followed by Twitter with 2.3 percent and Facebook with 1.9 percent, according to Experian.
The study also notes that Pinterest-promoting emails display a open variance of 11.1 percent
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