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BizReport : Email Marketing : December 21, 2009

Email is consumers' first choice for sharing

When it comes to sharing online information whether a news headline, a coupon or a video clip most consumers still turn to the Internet. According to a recent ShareThis study email is tops with consumers for sharing information with friends and colleagues, information marketers can use to their advantage by including sharing icons within email messages.

by Kristina Knight

sharethis.jpgShareThis offers consumers an easily sharable button with which to pass on information. By simply clicking their icon a widget is launched which allows consumers to share the content via email, instant messenger or social networks. How popular is the feature? ShareThis says 200 million visitors share information across 130,000 sites each month.

Through the study researchers found:

• 46% of consumers share information via email
• 33% share via Facebook
• 14.5% use 'other channels' to share information
• 6% share via Twitter

From a marketing standpoint how important is it for consumers to share information? A Marketing Sherpa study found that making emails sharable increased the interaction rate by 25%.

Allowing consumers to share branded messages, coupons or even information about upcoming sales, marketers do themselves a favor because of the buzz that is created. Information shared consumer to consumer is likely to result in more traffic and possibly more sales because online consumers are found to respond to information from 'friends' more rapidly than information received only through advertisements.

Tags: content sharing, email marketing, email sharing, MarketingSherpa, ShareThis, social marketing, social sharing

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