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Only 18.3% Of Marketing Emails Contain Social Media Share Buttons

Sites include , . Published on January 21st, 2012. Written by Anthony West.

Email marketing hasn’t died the death that was being predicted a few years ago, but it seems marketers aren’t maximizing the benefits. A recent study into the integration of social sharing buttons is not growing as fast as expected. Currently, only 18.3% of marketing emails contain social media share buttons, and although this up 40% on the previous year (2010), the adoption is really been quite slow.

One wonders though why more marketers are using these buttons. According to GetResponse, the email provider who conducted the study, integration of these buttons results in a 115% increase in click-through Rate (CTR).

Unsurprisingly, Facebook is the biggest accelerator for sharing from marketing emails and accounts for more than 91% of all shares. LinkedIn and Twitter were the other two most popular sharing mediums although both have seen significant drops in sharing in the last few months.

The findings from GetResponse suggest that email marketing may not be ready to blur the line between itself and social networking, which in a way, is not a bad thing. With a potential 115% increase in CTR though, I would have thought marketers would jump on the opportunity. It will be interesting to see in the next year or two, what these figures look like.

Do you click on social media buttons in email? Share your experience with us in the comments below.

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1 Responses »

  1. One reason why it is not being adopted as quickly because many email marketing campaigns contain info that the marketer only wants those who have subscribed to receive so allowing it to be shared would defeat the purpose of its exclusivity.

    Another reason could be the technical aspects of adding the sharing options. Although it may be an easy copy paste task for those of us in the internet marketing field it may be alien for others just as speaking French is easy for someone born and raised in Paris yet difficult for me.

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