Do you use email marketing? Great. Do you use social media marketing? Fantastic. Do you integrate the two? Even better! If not, new data reported by MediaPost should convince you. Research found that the number of companies that include social sharing buttons in their marketing emails increased 61 percent in 2012 compared to 2011—rising from 18.3 percent to nearly 30 percent.
Why such an increase? Because adding social sharing buttons get results. Emails with social sharing buttons had an average click-through rate (CTR) 158 percent higher than emails without the buttons.
What social sharing buttons are most popular? Perhaps not surprisingly, Facebook led the pack: Its social sharing buttons were used in 98 percent of email marketing messages (up 9 percent from 2011). Twitter buttons were used in 90.5 percent of emails, nearly double the percentage from the previous year. LinkedIn also saw growth—from being included in 8.5 percent of emails in 2011, it soared to 68.1 percent of emails in 2012. Pinterest sharing buttons (measured for the first time in 2012) were used in 46.4 percent of emails, and Google + sharing buttons were used in 41.6 percent.
Marketers are also upping the number of social sharing icons they typically include in their emails. Just 11 percent use one and 14.9 percent use two. However, 39.1 percent 3 icons (up from just 7.4 percent in 2011), and 34.9% use 4 or more icons (up from 0.1 percent in 2011).
If you’re not already adding social sharing icons to your email marketing messages, clearly now is the time to start doing so. Social sharing enables recipients to spread your email news, information and offers via social media, exponentially increasing your reach at no cost.
If you’re worried about crowding your emails with too many icons, don’t be. The rapid growth in the use of multiple social sharing buttons in emails clearly proves that customers don’t mind. On the contrary, multiple social sharing buttons allow customers to share your message on the forum or forums of their choice—and these days, choice is what customer service is all about.
Image by Flickr user Jonathon Narvey (Creative Commons)