The success of social and email marketing are not mutually exclusive, new research suggests. On the contrary, social features -- like icons that allow users to share email with Facebook friends and
Twitter followers -- are proving effective at boosting the value of email campaigns.
In particular, newsletters that included social sharing buttons had an average click-through rate 158% higher than those that lack such features, according to the email marketing specialists at GetResponse.
Over the past year, the share of users who included social sharing buttons in their emails increased from 18.3% to 29.4% -- which represents an annual increase of 61%.
Facebook was included in almost every social email -- and became the most popular sharing option. Since 2011, its popularity as a sharing feature has increased by nearly 9%, GetResponse reports.
Twitter came in at a close second, almost doubling its result from the previous year, while LinkedIn noted a huge leap. In fact, the number of emails that included a link to the professional social network increased from 8.5% last year to 68.1%.
“No wonder, since [LinkedIn] kept its position of the top performer in email CTR,” noted Karolina Kurcwald, a social media expert at GetResponse.
Marketers not only share more frequently, but also share on more social channels. The number of marketers that include three social sharing icons increased from just 7.4% in 2011 to almost 40% in 2012. An even larger gain was observed for four and more icons that were previously used by just 0.1% -- now used by 34.9%.
According to Karolina: “It’s interesting to see how Pinterest is performing (not included in our previous research), with a result of 46.4% of marketers who included social sharing.”