Emails ‘can be shareworthy’

There are a number of ways to make emails and additional digital content shareworthy, one of which is being trustworthy, it is said.

According to Loren McDonald, making his comments for Email Insider, if a brand’s trustworthiness is in question or declining then sharing emails will not be the first thing on a subscriber’s mind.

Being simple can help in making digital content shareworthy as if something is convoluted and needs explanation the recipient will not pay much attention and then fail to pass it on.

However, Mr McDonald points out: “One exception: People who want you to think they are brilliant will be excited to show you just how smart they are.”

The ease of sharing is also an important factor as not many will put in a lot of effort if it is difficult to pass an email on, the writer adds.

Elie Ashery, also recently writing for Email Insider, highlighted the importance of the timing of emails.
She said the majority of email marketers do not fail with relevance but fall down with timing of messages.