Emails that include social sharing buttons have a click-through rate 115% higher than those do not (5.6% vs. 2.6%), according to analysis released in January 2012 by GetReponse, which examined more than 2 billion emails sent by its clients. The CTR for emails that included a LinkedIn sharing button was highest, at 9.6%, representing more than 400% growth from the previous year, while CTR for emails containing a Facebook (5.4%) or Twitter (5%) sharing button also performed well above those without any social sharing buttons.
According to a survey released in December 2011 by StrongMail in conjunction with Zoomerang, when asked what channels they are planning to integrate email with in 2012, two-thirds of business leaders cited social media marketing, beating out mobile (44%), search (17%), and display (14%).
The proportion of GetResponse customers including social sharing buttons in their emails rose to 18.3%, a 40% increase from the previous year. Of those, Facebook (91.3%) was the most popular sharing option, increasing 10%. Twitter (46.1%) was the second-most common sharing option, although its popularity dropped 25%. Similarly, despite LinkedIn’s effectiveness, the number of emails including a LinkedIn sharing button also dropped 25%, down to only 8.5%.
Among emails that included social sharing buttons, the majority (51.9%) included a single sharing icon, although the proportion containing 2 was not far behind (40.6%). There was then a significant drop-off, with only 7.4% including 3 buttons and 0.1% containing 4.
Overall, GetResponse found that although CTR results were high for social emails, there was only a comparatively small number of actual shares per 10,000 emails, led by Facebook (23), ahead of Twitter (7), and LinkedIn (4).
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