E-mail messages that include options to share content on social media sites drive significant increases in click-throughs according to a new study released today by GetResponse, an e-mail marketing firm.
Specifically, the study of 500 million e-mails sent using the service found that e-mails that included options like share on Facebook or Twitter generated a 30% higher click-through rate than emails without them. Moreover, when e-mails included at least three different sharing options, publishers experienced a 55% higher CTR on average.
Despite these findings, GetResponse reports that only 11.2% of e-mails actually offer three or more sharing options. That’s up a bit from stats published last year on the same subject, but still low considering what are becoming increasingly clear benefits of social media integration.
At the same time, we’re seeing a quick move by e-mail marketing service providers into the realm of social. In the past couple months, we’ve seen ExactTarget buy CoTweet and Constant Contact acquire NutshellMail. We see the trend of e-mail marketing getting more social continuing, especially with more numbers pointing to the positive return on what’s a pretty simple investment.
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Tags: email marketing, MARKETING, social media