Silverpop®, the world’s only provider of both email marketing and marketing automation solutions specifically tailored to the unique needs of B2C and B2B marketers, has released the results of a first-of-its-kind study that delivers industry benchmarks for social sharing. The Silverpop research, “Emails Gone Viral: Measuring ‘Share-to-Social’ Performance”, reveals how UK marketers can increase the reach of their content through a mix of digital channels and benchmark the effectiveness of their “share to social” e-mail campaigns.

Silverpop’s study comes at a crucial time for UK marketers. More than £3billion is projected to be spent on digital activity in 2009, with a focus on search (36%), e-mail and social networking (19%) and digital advertising (10%). As the percentage of digital spend is expected to increase even further in 2010, marketers now need to better integrate their social campaigns with other digital channels.

Understanding how social networking sits at the centre of a communications strategy is essential, as nearly 10% of all UK internet traffic hitting member communities/social media sites, and nearly half (40%) of email recipients use social sites to gather product information and recommendations. The Silverpop report emphasises how an integrated programme will help marketers increase audience reach, demonstrate a greater return on investment and gain the support of internal stakeholders. Conversely, ignoring the need for closer integration will erode a company’s competitive advantage, wasting precious budget.

The Silverpop report goes on to debunk emerging “share to social” myths and establishes a best practice framework for integrating social media and email communications. Key findings include:

* Social sharing is more effective than “forward to a friend” emails by a factor of at least 500
* Why links to Bebo, Delicious and LinkedIn are more effective than Facebook
* The life expectancy of shared content and rate of new messages required to sustain digital buzz
* A formula to estimate the rate of social reach

“Combining email and social networking can be very powerful,” said Will Schnabel, Vice President and General Manager of International Markets. “Research tells us that social network users are, on average, connected to between 150 and 200 friends. So developing an email that is socially shareworthy can turn messages viral very quickly and reach a new group of customers very similar to the ones you already have. This first benchmark study establishes a baseline for future studies that will examine whether sharing activity changes as the practice spreads from early-adoption to a mainstream marketing practice.”

After launching its groundbreaking Share-to-Social feature less than one year ago, Silverpop now has nearly 400 customers using share-to-social functionality. As the first email marketing service provider to bridge the gap between email marketing and social networking through the launch of its feature, Silverpop will continue to assist companies deploying or planning to deploy in maximising the opportunities of this emerging viral technique.

The “Emails Gone Viral: Measuring “Share-to-Social" Performance ─ A Silverpop Benchmark Study,” report is available at

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About the study

Through its report, “Emails Gone Viral: Measuring ‘Share-to-Social’ Performance—A Silverpop Benchmark Study,” Silverpop analysed more than 500 email messages distributed to 54 million recipients that contained links to social networking sites.

About Silverpop
Silverpop's Engagement Marketing suite helps turn prospects into customers, and customers into fans. Silverpop's Web-based solutions enable companies worldwide to build relationships with customers and prospects through the creation, automation and delivery of relevant, online messaging. Companies rely on the Silverpop EngageTM platform to create and manage multichannel marketing campaigns that reach millions of individuals—one at a time—enhancing lifetime customer value and brand loyalty. Silverpop's Engage B2BTM platform seamlessly scores sales leads, nurtures them through the pipeline and measures campaign return on investment. And Silverpop's strategic counsel, service and support helps clients with the precise level of training and advice needed to quickly improve campaign results and ROI. Silverpop makes it easy and affordable for marketers to create, automate and execute campaigns ... from first click to lifetime customer. With offices in the United States, the United Kingdom and Germany, Silverpop's engagement marketing technologies are used by industry-leading brands around the globe. Best practices and white papers are available at

Silverpop® is a registered trademark of Silverpop Systems Inc. Silverpop Engage and Silverpop Engage B2B are trademarks of Silverpop Systems Inc.

PR Contacts

Stacy Kirk
Silverpop, Senior Corporate Communications Associate
+1 770-661-0633

Mira Madhvani/Laura Lynne


0207 025 7500

Published on: 12:59PM on 5th October 2009