ogether EMAIL and SOCIAL - Experian · Facebook Twitter YouTube Pinterest 2010 2012 TOP SOCIAL...
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EMAIL andSOCIAL
Better together
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.
Since 2010, the number of brands using email subject lines to encourage
customers to like or follow has grown about 70% for each site.
Facebook Twitter YouTube Pinterest
2010 2012
TOP SOCIAL NETWORKS DISPLAYED OR PROMOTED IN EMAIL
GROWTH NUMBERS
Social-promotion emails vs. other promotion emails
Like Us OnFacebook
Follow Me On
UN
IQU
E O
PEN
RATE
SU
NIQ
UE
CLI
CK
RATE
S
-20.0% -10.0% 0.0% 10.0% 20.0% 30.0%0.0% 4.0% 8.0% 12.0% 16.0%
UN
IQU
E O
PEN
VARI
AN
CE
UN
IQU
E C
LIC
KVA
RIA
NC
E
1.5%
12.7%
1.9%
2.3%
2.6%
14.0%
14.1%9.5%
11.1%
-17.5%
0.7%
24.7%
The variance between ‘like us’ emails and other
mailings varies by social media type.
Pinterest creates buzzOpen and click rates are higher for emails promoting
Pinterest than those for Facebook & Twitter.
FACEBOOK BOOSTS A BRAND’S SITE TRAFFIC
EYES ON TWITTERUnique open rates for Twitter ‘Follow us’ mailings are 9.5% higher
than those for their other mailings
NEW KID ON THE BLOCKMailings promoting Pinterest are generating open rates 11% higher
than other mailings, and unique click rates almost 25% higher
97% 91% 45% 32%
NUMBER OF EMAILS
NUMBER OF EMAILS
COMPARING OPEN AND CLICK RATES OF SOCIAL-PROMOTION EMAILS
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.
60
15
100
28
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