A report from Email vision found that businesses that include compelling content in their email marketing campaigns see their information shared by recipients more frequently.

Businesses using email marketing to appeal to new or existing customers must also integrate an effective content marketing campaign to compel recipients to share information with their friends and colleagues, says a report from Emailvision.

The study found that including discount information and coupons generates the most frequent sharing. However, different types of content are also quite effective at compelling recipients to inform others of what they found or read in an email marketing campaign.

Among the most effective kinds of content were new information or announcements from a business. More than 19 percent of respondents share this type of content with others, and it’s important to include it to keep existing customers abreast on what’s happening. Moreover, it may convince them that a new product or service is right for their business.

Companies that offer some form of incentive for referring new customers also see their content shared more frequently, Emailvision found.

Additionally, pairing social media marketing with email campaigns has enabled businesses to expand the scope of their campaign. More than 35 percent of companies using email marketing said they also use social to boost awareness of their company on the web. Moreover, 22.2 percent found integrating the channels is effective for customer retention.

This speaks to an earlier Brafton report that found 27 percent of companies said their most successful customer retention tool was their social media marketing presence.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.