Social-Media Links Get Half-Percent Clicks: Silverpop

Social-media-share links generate on average 0.5% click rates according to a just released study by e-mail service provider Silverpop.

And while social-media-share links’ average click through may seem to be a minuscule number, it is significantly higher than forward-to-a-friend links’ click throughs, which average in the low tenths of a percent, according to Silverpop.

Dubbed “E-mails Gone Viral: Measuring ‘Share to Social’ Performance,” the study also found that social-media-share links generate clicks in e-mail campaigns for an average of 6.8 days. Not surprisingly, the study found that most of the clicks come in the first couple days after the campaign is sent.

The study also found that 83% of marketers place their share-to-social links at the bottom of their messages, while 12% put them at the top and 5% place them in the middle, Silverpop reported.

Also, subject lines with brand names in them were shared more often than those with offers, according to Silverpop.

The study comprised 562 e-mail messages distributed by 114 companies to more than 54 million recipients, according to Silverpop.