A study from AOL indicates that email marketing is the No. 1 channel for content sharing on the web. Brands will likely find that email messages help them better reach female brand advocates.
According to the report, marketers who want to engage women on the web need to offer quality, original content. The study suggests that 40 percent of women are likely to share content from trusted sources on the web. AOL claims that respondents reveal that digital word-of-mouth has real-life impact.
Social content should be a brand priority as nearly one in 10 women (8 percent) can be categorized as social expressionistas who are heavy social network users. Sixty-three percent of these consumers like telling others about the brands they like, and 64 percent use the internet to share views.
Nonetheless, email is the number one way that women share content they find across the web. While social media accounts for about one-third of social sharing (34 percent), 62 percent of content sharing happens via email.
With this in mind, marketers should remember to send quality email content to subscribers to find female brand advocates. Additionally, they might consider making it easy to email quality web content directly from their sites.
As Brafton has reported, a new Facebook development – the Send button – could help marketers merge social media and email sharing. The button (which is currently available to a limited number of sites) allows web visitors to share site content with friends either through Facebook or direct to their inboxes.