I posted an article yesterday with a great infograph that points to the positive impact that a Share to Social program in your emails can have on the overall click throughs. You can read all about it here.
I got a lot of follow up requests asking me for a strategy or approach on implementing a Share to Social program. So, here are six steps to take to develop your social sharing functionality and measure reader interaction:
Step 1:Identify the most relevant social networks. Don’t clutter your email with too many social sharing options. According to several studies, the top three social networks among newsletter subscribers were LinkedIn, Facebook and Twitter. But you know your audience best. Provide options to the ones you know they use the most.
Step 2: Point shared links to article summary pages. Provide share buttons per each article, not just one share button for the entire newsletter to then be put on the subscriber’s network. This allows subscribers to choose which articles they want to share. Also you should make the share button upload to a link to the article summary page instead of the original source so you can generate traffic to your own website and introduce non-subscribers to the value already provided to their audience.
Step 3: Use focus group to test new newsletter templates. Create multiple template mock ups incorporating the share buttons and ask for feedback as to whether the panel recognized the icons and if they had interacted with similar buttons in the past.
Step 4: Stagger social sharing launch across newsletter titles. If you offer several newsletters, get your formula right on the first newsletter by testing and then roll out to others. Gradually add more and more titles with the social sharing functionality, each time sending a note to those subscribers highlighting the new feature and providing instructions on how to use the new buttons.
Step 5: Track shared article metrics. Once the buttons are active on newsletter, monitor how subscribers use the new sharing feature. Are they never sharing to Linkedin? Should you remove it then?
Step 6: Use sharing data to provide additional content. Social media sharing became another source of content for newsletter subscribers. The clicks on the social media share buttons became an element that factored in to a “Most Clicked” story. Sharing content through social media is a great way to get your content to your audience.
Try utilizing these steps to help you build your own email strategy with social sharing.
Have you implemented a share to social program in your emails? Did you see significant lift?
Here is a great example of content that people would want to share and likely drove a nice amount of additional traffic to Macys