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BizReport : Email Marketing : June 28, 2010

GetResponse: How to increase email, social compatibility

How many times have you heard, "It's all about the content," over the past few weeks? Probably too many to count. But new research from the GetResponse "Email and Social Integration Report" indicates that content really does matter when it comes to email and social sharing. Why? Because the better the content associated with the deal offered the better chance your list members will share the details through social networks.

by Kristina Knight

getresponse.jpgThis social sharing aspect can create a hint of viral within what used to be typical email messages. I had the chance to chat with GetResponse's Simon Grabowski, GetResponse founder and CEO about the study and the importance of content in the email and social spaces.

The GetResponse study found a 55% increase in click-throughs for socially shared email messages with Twitter showing the most 'shareability' at 10.20%. Facebook (9.10%) and MySpace (8.70%) were also favorites for sharing email deals and messages.

"I would say that the difference depends on the target audience and the topic of the email message," said Grabowski. "While this sounds vague, consumer interests and marketing messages should always be aligned and that goes twice for social media. Moving forward we're advising SMB (small business) marketers to experiment, test and measure which social networks are the most popular platform. . .and engage more on these platforms."

Because there are a variety of social networks each with unique benefits to specific demographic segments, Grabowski advises to 'spread a wide net' with social sharing options. Marketers should definitely include sharing icons for Facebook and Twitter, but even smaller responding social networks have their benefits. For example, the research found that 75% of those aged 55+ are more likely to engage via LinkedIn while those between ages 18 and 54 are most likely to engage via Facebook or Twitter.

We will have more from Simon Grabowski about the recent study and what types of content are most likely to engage social audiences tomorrow.

Tags: email marketing, GetResponse, sharing email, social marketing, social sharing

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