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Viral marketing via email

Posted by Michael Bloch in web marketing (Friday February 3, 2006 )

So, it’s time to get creative and get funny in email campaigns it seems. It would be interesting to see a study on how many people actually view humorous items forwarded on to them. With so much information to process each day, I just tend to delete these sorts of forwards if they require any amount of reading; so I believe items that are very visual would probably be the best way to go – and try to keep them lightweight. Nobody likes a 1 meg presentation jamming up their inbox.

Perhaps put the content on your site accompanied by a special offer, plus implement a “tell a friend” script that will deliver an enticing message for others to come and view your page. I have a couple of free tell a friend scripts you can use that are very easy to implement.

Tell a friend scripts can generate appreciable traffic as they make recommending a page so easy for a visitor to do. The recipient is also more likely to read the email as it comes from someone the recipient knows.

The only drawback of the tell a friend strategy implented in this way is that it requires the recipient of the email to take an action, i.e. click on a link to view your content, wheras if the content is in the email itself, it’s in their face immediately and it’s even easier for them to then also forward it to others.

Bear in mind when considering adding humor to your marketing that what you may find hilarious, others may find insipid or even distasteful. This is a fact I am often reminded of by my family regarding some of the jokes I tell over dinner :).

Read more of the Sharpe viral marketing survey

Learn more about:

Gauging email open rates

Mailing list manager applications and autoresponder software

Email marketing and delivery issues

Viral marketing

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According to a recent viral marketing survey of over 1,000 adults by Sharpe Partners, an overwhelming number of adult American Internet users forward on content via email – 89%.

Among the key findings:

– 63 percent forward on content on a weekly basis
– 25 percent do so daily or almost daily
– up to 75% forward content to up to a half dozen others

The most popular types of content in terms of what people forward:

– Humor 88%
– News 56%
– Health and Medical 32%
– Religious and spiritual 30%
– Games 25%
– Business and finance 24%
– Sports and Hobbies 24%

Ah, second-hand funnies via email, I’m sure that all of us have wanted to throttle a habitual joke forwarder at one time or another :).

An interesting snippet revealed in the viral marketing study was that company branded messages didn’t reduce the chance of the item being forwarded on, in fact three quarters of respondents stated that brand sponsorship had no relevance in determining whether they would or wouldn’t forward a message.

So, it’s time to get creative and get funny in email campaigns it seems. It would be interesting to see a study on how many people actually view humorous items forwarded on to them. With so much information to process each day, I just tend to delete these sorts of forwards if they require any amount of reading; so I believe items that are very visual would probably be the best way to go – and try to keep them lightweight. Nobody likes a 1 meg presentation jamming up their inbox.

Perhaps put the content on your site accompanied by a special offer, plus implement a “tell a friend” script that will deliver an enticing message for others to come and view your page. I have a couple of free tell a friend scripts you can use that are very easy to implement.

Tell a friend scripts can generate appreciable traffic as they make recommending a page so easy for a visitor to do. The recipient is also more likely to read the email as it comes from someone the recipient knows.

The only drawback of the tell a friend strategy implented in this way is that it requires the recipient of the email to take an action, i.e. click on a link to view your content, wheras if the content is in the email itself, it’s in their face immediately and it’s even easier for them to then also forward it to others.

Bear in mind when considering adding humor to your marketing that what you may find hilarious, others may find insipid or even distasteful. This is a fact I am often reminded of by my family regarding some of the jokes I tell over dinner :).

Read more of the Sharpe viral marketing survey

Learn more about:

Gauging email open rates

Mailing list manager applications and autoresponder software

Email marketing and delivery issues

Viral marketing



 

 
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