Forwarding rates - Email Marketing

What is Forwarding Rate in Email Marketing?

In the realm of email marketing, the forwarding rate refers to the percentage of recipients who share your email with others. This metric is a valuable indicator of how engaging and shareable your content is. It essentially measures the virality of your email campaigns.

Why is Forwarding Rate Important?

The forwarding rate is crucial because it helps you understand the organic reach of your marketing efforts. A high forwarding rate means your recipients find your content valuable enough to share, which can lead to increased brand awareness and potentially more conversions. Moreover, forwarded emails often carry an implicit endorsement from the sender, making them more trustworthy to new recipients.

How to Calculate Forwarding Rate?

Calculating the forwarding rate is relatively straightforward. Use the formula:
Forwarding Rate (%) = (Number of Forwards / Number of Delivered Emails) * 100
This metric is usually available in most email marketing platforms, but understanding how it’s derived can help you better interpret the data.

Factors Influencing Forwarding Rate

Several factors can affect your forwarding rate, including:

Content Quality: High-quality, relevant content is more likely to be shared.
Audience Targeting: Emails that resonate with your audience are more likely to be forwarded.
Subject Lines: Compelling subject lines can increase open rates, which indirectly boosts forwarding rates.
Email Design: A visually appealing email is more likely to be shared.

Strategies to Improve Forwarding Rate

To boost your forwarding rates, consider implementing the following strategies:

Create Shareable Content: Offer valuable, informative, and engaging content that recipients will want to share.
Clear Call to Action: Encourage recipients to forward the email by including a clear and compelling call to action.
Social Sharing Buttons: Make it easy for recipients to share your email on various social media platforms.
Incentivize Forwarding: Offer incentives, such as discounts or exclusive content, for forwarding the email.

Common Pitfalls

While aiming to increase your forwarding rate, be cautious of these common pitfalls:

Overloading Information: Too much information can overwhelm recipients and deter them from forwarding.
Ignoring Segmentation: Sending generic emails to a diverse audience can reduce relevance and shareability.
Neglecting Mobile Optimization: Emails that are not optimized for mobile devices are less likely to be shared.

Measuring Success

To gauge the success of your strategies, regularly monitor your forwarding rate alongside other key metrics like open rates and click-through rates. A comprehensive analysis will provide a clearer picture of your email campaign’s effectiveness.

Conclusion

Forwarding rates offer valuable insights into the shareability and effectiveness of your email marketing campaigns. By understanding and optimizing this metric, you can enhance your organic reach and drive greater engagement with your audience.