E-mail and postal are probably the two best methods of reaching out to highly targeted prospects, but it’s a real challenge to generate response rates that are high enough to make a difference.
By making it easy for recipients to share your content via social sites such as Twitter and LinkedIN, you just might increase your readership, with the implicit stamp of approval that comes from a trusted third party recommendation. According to a recent study, e-mail with social sharing buttons enjoy click-through rates that are over 2.5 times that of those that do not.
As a result, I decided to do an informal survey of the marketing e-mails I subscribe to. Most are from prominent, well-respected companies in fields such as publishing, marketing automation, finance and software.