What is Email Forwarding?
Email forwarding is the process of redirecting an email received in one inbox to another email address. In the context of
email marketing, it often refers to subscribers forwarding marketing emails to friends, colleagues, or other interested parties.
Why is Email Forwarding Important?
Email forwarding is crucial because it can significantly expand your
reach and audience. When subscribers share your emails, they essentially endorse your content, products, or services, which can increase your brand’s
credibility and trustworthiness. Moreover, forwarded emails often lead to higher
engagement rates and can potentially convert new subscribers.
How Can You Encourage Email Forwarding?
To encourage email forwarding, consider the following strategies:
1.
Incorporate Social Sharing Buttons: Including
social sharing buttons within your emails can make it easier for subscribers to share your content.
2.
Create Share-Worthy Content: If your content is valuable, entertaining, or informative, subscribers are more likely to share it.
3.
Include Forward-to-a-Friend Links: Adding a "forward-to-a-friend" link in your email can encourage users to share the content with others who might be interested.
4.
Incentivize Sharing: Offer promotions, discounts, or other incentives for subscribers who forward your emails.
What are the Risks of Email Forwarding?
While email forwarding can be beneficial, it also carries certain risks:
1.
Deliverability Issues: Forwarded emails might be marked as spam by email service providers, affecting your overall
deliverability rates.
2.
Tracking Challenges: It can be difficult to track who has opened or clicked on a forwarded email, making it harder to assess the overall effectiveness of your campaign.
3.
Branding Inconsistency: Forwarded emails might lose some of their original formatting, which can affect your brand’s presentation.
How to Track Forwarded Emails?
Tracking forwarded emails is challenging but not impossible. Here are some methods:
1. Unique Links: Use unique tracking links that allow you to see who clicks on the forwarded email.
2. Custom Landing Pages: Redirect users to a custom landing page designed specifically for forwarded emails. This page can have specific tracking codes to measure performance.
3. Feedback Forms: Include a survey or feedback form asking how the recipient found out about your email.Legal Considerations for Email Forwarding
When encouraging email forwarding, it’s crucial to comply with laws and regulations, such as the
CAN-SPAM Act in the United States or the
GDPR in Europe. Ensure that:
1.
Permission is Granted: The forwarded email should be sent with the recipient's consent.
2.
Unsubscribe Option: Always include an option for recipients to unsubscribe from future emails.
3.
Privacy: Make sure you’re not violating any privacy policies by encouraging forwarding.
Best Practices for Email Forwarding
To make the most out of email forwarding, follow these best practices:
1. Clear Call-to-Action: Include a clear and compelling call-to-action that encourages forwarding.
2. Mobile-Friendly Design: Ensure that your emails are mobile-friendly since many users check their emails on mobile devices.
3. Test Your Emails: Test your emails across different platforms to make sure they maintain their formatting when forwarded.
4. Monitor Analytics: Keep an eye on your email analytics to see how well your forwarding strategies are working and make adjustments as needed.In conclusion, email forwarding can be a powerful tool in your email marketing arsenal when done correctly. By encouraging your subscribers to share your content and adhering to best practices, you can expand your reach and improve engagement, all while maintaining compliance with legal standards.