Better Together: Email And Social
The number of brands promoting or displaying social networks in their email has grown over the past few years. The value of these emails presents itself in different ways depending on the network. We've taken a closer
look at emails promoting these networks.
Top social networks displayed or promoted in email:
- Facebook - 97%.
- Twiter - 91%.
- YouTube - 45%.
- Pinterest - 32%.
- Since 2010, the number of brands using email subject lines to encourage customers to like or follow has grown about 70% for each site.
- Like us on Facebook (number of emails): 1) 2010 - 60; 2) 2012 - 100.
- Follow me on Twitter (number of emails): 1) 2010 - 15; 2) 2012 - 28.
Comparing open and click rates of social-promotion emails
- Pinterest creates buzz. Open and click rates are higher for emails promoting Pinterest than those for Facebook and Twitter: 1) Unique open rates: Facebook - 12.7%; Twitter - 14.0%; Pinterest - 14.1%; 2) Unique click
rates: Facebook - 1.9%; Twitter - 2.3%; Pinterest - 2.6%.
- Social-promotion emails vs. other promotion emails. The variance between "like us" emails and other mailings varies by social media type: 1) Unique open variance: Facebook - 1.5%; Twitter - 9.6%; Pinterest - 11.1%;
2) Unique click variance: Facebook - -17.5%; Twitter - 0.7%; Pinterest - 24.7%.
- Facebook boosts a brand's site traffic: 60% of brands that sent emails with "Facebook" in the subject line averaged a 27% increase in traffic to their website from Facebook the week following deployment.
- Eyes on Twitter: Unique open rates for Twitter "Follow us" mailings are 9.5% higher than those for their mailings.
- New kid on the block: Mailings promoting Pinterest are generating open rates 11% higher than other mailings, and unique click rates almost 25% higher.
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