Consumers still prefer to use email to refer others, according to SocialTwist’s recent study, The Connected Consumer report, which analysed online referral mechanisms.
When we hear the term “going viral”, we tend to think of social media and video. However, another powerful share is the discreet email forward button. We go as far as suggesting that this forward button is possibly more powerful than a like, favourite or retweet. Social media connections tend to be a broad network of casual relationships who are demographically and psychographically quite different from the referrer. Although social referrals typically reach more people, email referrals are more powerful because of their 1-to-1 or 1-to-few nature. Email referrals are more personal, more trusted and therefore more likely to result in conversions.