Email forwarding rate is a
key metric in email marketing that measures how often recipients forward your emails to others. It provides insights into the virality and shareability of your email content. A high forwarding rate indicates that the content is engaging and valuable enough for recipients to share it with their network.
Understanding your email forwarding rate can help
marketers gauge the reach and influence of their email campaigns beyond their initial audience. It can lead to increased brand exposure, new subscribers, and potential conversions. By tracking this metric, businesses can identify content that resonates well with their audience and tailor future campaigns accordingly.
The email forwarding rate can be calculated using the formula:
Total Forwards / Total Delivered Emails x 100
This calculation gives you the percentage of emails that were forwarded. Tracking this over time can help you identify trends and evaluate the effectiveness of different types of content.
Several factors can influence the forwarding rate of an email:
Content Relevance: Emails with content that is relevant and valuable to the recipient are more likely to be forwarded.
Subject Line: A compelling and intriguing subject line can increase the likelihood of an email being opened and subsequently forwarded.
Visual Appeal: Well-designed emails with visuals and clear formatting can enhance the forwarding rate.
Call to Action: Including a strong call to action encouraging recipients to share the email can boost forwarding rates.
Audience Segmentation: Sending targeted emails to specific segments can increase engagement and forwarding rates.
Improving the email forwarding rate involves several strategies:
Create Engaging Content: Focus on providing valuable information, tips, or exclusive offers that recipients find worth sharing.
Personalize the Email: Use recipient data to personalize emails, making them more relevant and increasing the likelihood of being forwarded.
Include Social Sharing Links: Adding social sharing buttons can make it easier for recipients to share your content with their network.
Offer Incentives: Encourage forwarding by offering incentives, such as entry into a prize draw for those who share the email.
Optimize for Mobile: Ensure your emails are mobile-friendly, as a significant portion of email opens occur on mobile devices.
Common Mistakes to Avoid
While aiming to improve your email forwarding rate, be mindful of these common mistakes:
Overloading with Information: Emails that are too long or packed with too much information might overwhelm recipients, reducing the chance of forwarding.
Ignoring Spam Filters: Emails that end up in spam folders will never be forwarded. Ensure your emails comply with
email regulations and best practices.
Neglecting Follow-Up: Failing to follow up on forwarded emails with engaging content can result in missed opportunities for engagement and conversion.
Conclusion
Email forwarding rate is a crucial metric for understanding the virality and effectiveness of your email marketing campaigns. By focusing on creating engaging and valuable content, personalizing messages, and optimizing for sharing, marketers can significantly enhance their email forwarding rates. Monitoring this metric and adjusting strategies accordingly can lead to greater reach, brand awareness, and ultimately, business success.