Is it a good idea to include sharing links to social media in your marketing emails? One would think it couldn’t hurt, yet an email marketing company that recently surveyed its customers reports that only 13% did so. However those that did enoyed significantly higher click-through rates – an average of 30% more.
The number of links provided also has an influence on click through. Most of the icons were for Twitter and Facebook, as one would expect, with MySpace and LinkedIn featuring less strongly, and Digg hardly ever. But whereas messages with just one icon showed an average of under 9% higher click throughs over messages with no icon, those with three or more generated over 28% higher click-throughs than those with one icon, and 55% higher than those with none.
Food for thought. More details here.