What is Forwarding Rate?
In the context of
email marketing, the forwarding rate refers to the percentage of email recipients who forward your email to others. This metric helps in assessing the virality of your email content and its potential to reach a broader audience beyond your original mailing list.
Why is Forwarding Rate Important?
The forwarding rate is a crucial metric because it indicates the
engagement level and perceived value of your content. A high forwarding rate suggests that your emails are not only read but are also considered worth sharing. This can lead to increased brand visibility, new subscribers, and ultimately, higher
conversion rates.
How to Calculate Forwarding Rate?
To calculate the forwarding rate, divide the number of forwards by the total number of delivered emails and multiply by 100. The formula is:
Forwarding Rate (%) = (Number of Forwards / Number of Delivered Emails) x 100 Factors Influencing Forwarding Rate
Several factors can influence the forwarding rate, including the
relevance of the content, the clarity of the
call-to-action (CTA), and the overall
design and readability of the email. Emails that provide valuable information, exclusive offers, or compelling stories are more likely to be forwarded.
Best Practices to Improve Forwarding Rate
Improving your forwarding rate involves several best practices: Create Valuable Content: Ensure your emails offer something valuable to the reader, such as
educational content, exclusive discounts, or important updates.
Encourage Sharing: Include a clear CTA that encourages recipients to forward the email. Phrases like "Share with a friend" can be effective.
Make It Easy to Forward: Provide a "Forward to a Friend" button within the email, simplifying the forwarding process for recipients.
Personalization: Tailor the content to the interests and preferences of your audience to increase the likelihood of forwarding.
Optimize for Mobile: Ensure that your emails are mobile-friendly, as a significant portion of users access emails on their mobile devices.
Track and Analyze: Use
analytics to track your forwarding rates and understand what types of content are most likely to be forwarded.
Tools to Measure Forwarding Rate
Various tools can help you measure your forwarding rate, including email marketing platforms like
Mailchimp,
Constant Contact, and
HubSpot. These platforms provide detailed analytics and reporting features that can help you track your forwarding rate and other important metrics.
Common Challenges
Despite its importance, improving the forwarding rate can be challenging. Common obstacles include creating consistently engaging content, overcoming email fatigue among recipients, and ensuring deliverability. Addressing these challenges requires ongoing effort, creativity, and a deep understanding of your audience's needs and preferences. Conclusion
The forwarding rate is a vital metric in email marketing that provides insights into the virality and value of your email content. By understanding and optimizing this metric, you can expand your reach, attract new subscribers, and ultimately enhance your
email marketing strategy's effectiveness.