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BizReport : Email Marketing : August 25, 2015

UK: Social networks heaviest users of email

New data released by Mailjet reveals social networks to be the heaviest users of email for engaging with their user base.

by Helen Leggatt

On average, social networks or online community companies send 303,111 emails a year, the most of all sectors covered. In comparison, during the same period, the IT services and consulting industry sent 537.

Emails sent by social networks such as Twitter or Facebook were cleverly developed to prompt interaction and drive users back to the site. Average click-through rates of 20% were generated by 'established senders' within the social sector, usually using buttons to link recipients back to the network.

"Social media platforms tend to capture great user behavior data which then can feed their email marketing efforts and drive traffic back to their website, with users ready to take action," said Amir Jirbandey, Inbound Marketing Lead at Mailjet.

"Taking one of our UK customers, for example, who have created a community of gamers; they engage their users through triggered emails to let recipients know when there's a notification or reply on a content they had shared earlier."

Interestingly, while religious organizations make up just 0.7% of Mailjet's data, the average user from such an organization sends almost 150,000 emails - more than sent by those in health, travel and transportation sectors.

Image via Shutterstock

Tags: email marketing, social network, UK

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