E-mail is still the weapon of choice for sharing content: data and tips


In a time where sharing is king, easily accessible tools make all the difference. While everyone is shouting that e-mail is a dying medium, a recent study by Chadwick Martin Bailey and iModerate Research Technologies shows the opposite.
The research shows that 86% of respondents answered "E-mail" when asked how they typically share content when they do.

However, social media is important as well: 49% of respondents answered Facebook while Twitter, on the other hand, still seems to be less used. Another reason to integrate e-mail marketing and social networks.

So indeed, Facebook is taking in a big chunk of the graph. But sharing through e-mail proofs to be the main weapon of choice. Why would this be?
Mainly, because shared items in Facebook and Twitter end up in the hustle and bustle of real time data. After a few days (or in some cases, a few hours) it's almost impossible to find back links. It's easier to sort data in an e-mail client.
Also, there is a definite difference in the behavior of different age groups. Those 35 and over are way more likely to use e-mail as a sharing tool. Probably because they always have. It's remarkable to see how important the telephone still is for sharing content.

Why do people share content?

If a tree deep in the forest dies without anyone ever seeing it, has it ever existed? If you don't tell about what you know, you will never be considered as an inspiring person. Being able to share fun facts or interesting information benefits to your credibility and boosts your sense of importance.

The top 5 types of content that consumers like to share are the following:

  1. News about a family member or friends: 81%
  2. Family pictures or video: 80%
  3. Funny videos: 63%
  4. Coupons/discount: 54%
  5. News articles and blog posts: 53%

Here are some tips to get your content shared:

  1. Create relevant, share-worthy content. This will give a sense of importance to the sharer.
  2. Make use of share buttons and other sharing tools with clear call to actions
  3. Check what content looks like when it's being shared through those sharing systems. Make sure it's easy to view and to read.
  4. Show how many people have already shared the content. This counts as social proof, to confirm the idea that a certain bit of content is worth sharing.
  5. Entertainment is the biggest motivation to share. Make people laugh and they're very likely to share.
  6. Track the content.

However, maybe the most important tip: enable people to share content the way they prefer, obviously including e-mail marketing.
Furthermore, combine and integrate channels in function of the recipient!
You can discover more tips in our new white paper on social media marketing from the cross-channel perspective.


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