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BizReport : Email Marketing : April 08, 2013

Boost email CTRs with social sharing buttons

The incidence of social sharing buttons in email messages is becoming more and more common, according to the latest research from GetResponse, and for good reason. Email marketers that include social sharing buttons are experiencing far higher click-through rates than those that don't.

by Helen Leggatt

Social+Email_Infographic-small.jpgDo you enable your email recipients to share your email messages? Some savvy email marketers do, around 29.6%, and their numbers are rising - up 61% in the last year.

Almost all (99%) emails with social sharing buttons include a Facebook share link, and the use of the Twitter share button has doubled to 90% of emails. Incidents of LinkedIn share links rose significantly, up from 8.5% last year to 68.1% today.

While last year's GetResponse results showed that half of email marketers included just one social sharing link, and just 7.5% used three or more, this year's results are markedly different with more than three-quarters (76%) using at least three links, 15% using 2 and just 11% using just one.

There's good reason for enabling the sharing of email. According to the study from GetResponse, emails that include social sharing buttons have click-through rates 158% higher than those without (6.2% vs. 2.4%).

Tags: email marketing, email performance, social marketing, social sharing

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  • Guest

    Helen - those share buttons are fine, but it has been recently documented that the overwhelming majority of content sharing on the web happens the old fashioned (and frankly organic) way via copy/paste (into email, IM, Facebook, Twitter etc...) even when these multiple share buttons are present.

  • JustFretting

    Was this a split test? If not, the conclusion is completely invalid. Most likely, the share-free messages were spam or otherwise undesirable, therefore leading to lower click rates. Stats 101...

  • Helen Leggatt

    I am investigating ;)

  • Jo Re Mo

    Thank you! In our client pool (financial institutions), sharing is negligible. I will check stats for share vs. forward-to-a-friend and let you know,



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