Who’s the biggest user of email in the UK?
“On average, social networks or online community companies send 303,111 emails a year, the most of all sectors covered,” notes BizReport this week. “In comparison, during the same period, the IT services and consulting industry sent 537.”
It appears, according to new data from Mailjet, that emails emanating from social networks like Twitter and Facebook were “cleverly developed to prompt interaction and drive users back to the site.”
The data shows that average click-through rates of 20 percent were generated by ‘established senders’ (those social sites), usually using buttons to link recipients back to the network.
“Social media platforms tend to capture great user behavior data which then can feed their email marketing efforts and drive traffic back to their website, with users ready to take action,” said Amir Jirbandey, Inbound Marketing Lead at Mailjet.
“Taking one of our UK customers, for example, who have created a community of gamers; they engage their users through triggered emails to let recipients know when there’s a notification or reply on a content they had shared earlier.”