Email sharing 'can spread the word'

Email marketing providers should continue to promote message sharing, it has been suggested.

Writing for the Econsultancy blog, industry expert Graham Charlton said that customers are still using this tool less frequently than is desirable.

He suggested that one of the problems is that subscribers are simply not aware of the share option for their emails and HTML email newsletters.

Mr Charlton said encouraging readers to forward messages on to their friends and colleagues is "a tactic worth trying", as it extends the reach of marketing campaigns at no additional cost.

This tactic can work, he claimed, especially if emails contain "compelling content" such as competitions and special offers.

Mr Charlton added: "The use of this option may increase as consumers become more accustomed to the feature."

Last month, internet security firm Symantec described email as "the nervous system of most companies".

Written by Mark Hainsby