June 22, 2010, 2:41 PM

Consumers click on e-mails more when they can share them

E-mails that offer social sharing options generated 30% higher click-through rates than e-mails without them.

Katie Evans

Managing Editor, International Research

Consumers like their e-mails social, a new study finds.

E-mails that offer a social sharing options, such allowing the recipient as to post an e-mail on Facebook for friends to see, generated 30% higher click-through rates than e-mails without social sharing options. And messages with three or more sharing options generated 55% higher click-throughs, the study finds.

The poll, which analyzed 500 million e-mails and was conducted by e-mail marketing provider GetResponse also found that e-mails with a Twitter sharing option returned more than 40% higher click-throughs than messages without any social media links.

The poll also found:

  • 60% of all social e-mails included one sharing icon.
  • 11.2% of social e-mails included at least three sharing icons.
  • Twitter was the most popular social sharing option, included in 67.2% of all social e-mails; Facebook was a close second at 62.7%.
  • E-mails that could be shared on Twitter had a 10.2% click-through rate, over 40% more than messages not linked to any social media.
  • 13.5% of companies included social sharing options in their e-mails.

Facebook says it has over 400 million active users worldwide, each with an average of 130 friends.

“Many of these millions of users are potential ambassadors of our customers' brands,” says Simon Grabowski, founder of GetResponse.  “Imagine the impact on campaign results if every recipient shared a message with 130 friends.”

The GetResponse study analyzed social media integration and sharing using Twitter, Facebook, MySpace, LinkedIn, and Digg in almost 500 million emails sent by 19,149 GetResponse customers.


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