A Responsys survey, quoted by eMarketer, suggests consumers are being encouraged to visit the company’s social media presence through an increase in social media links in marketing emails.
Responsys found the use of social media links (or ‘community links’ in their language) in retailer’s email marketing has risen from 30% to 88% in the last two years, whilst Forward to a Friend links have fallen by 7%, to 41% in the same timeframe.
Retailers are keen to improve their social media following (especially Facebook) as they see that as strategically more important than a customer passing on a specific email to their friends, and this is being reflected by the increase in social media links in their email marketing.
Source: eMarketer — Retail Email Does More to Direct Subscribers to Social Sites
