A report from BtoB magazine found that brand subscribers increasingly value the ability to share email content on social networks and must be able to access it seamlessly from mobile devices.

A report from BtoB magazine found that nearly 40 percent of consumers share interesting or valuable email content on social networks. As a result, an increasingly large amount said they like when email marketing campaigns they subscribe to make it easy to share content.

The email sharing figure is the result of a study conducted by BtoB, aimed at analyzing the email marketing practices most likely to satisfy prospect demands.

Thirty-seven percent of respondents said they regularly share email content on either Facebook or Twitter. While many of users subscribe to campaigns that allow them to share email content from their inboxes, missing the opportunity to integrate email with social media marketing can hurt their ultimate potential.

The growing smartphone market is also affecting the way consumers interact with email marketing campaigns. More than 69 percent of respondents said it frustrates them when email content does not load properly on their mobile devices. Eighteen percent of these users said they will unsubscribe from a campaign if this occurs frequently.

Brafton recently reported that consumers are increasingly active in terms of subscribing to email marketing campaigns from different companies. With email marketing activity growing by more than 40 percent in the last quarter of 2011, developing valuable email marketing content is important for companies to attract prospects to their campaigns.

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.