Which types of emails from brands are consumers most likely to forward? Are personalization, segmentation, audience size, and subject matter virality factors?
To find out, Litmus examined the forwards generated by more than 400,000 commercial email campaigns with at least 500 opens sent between January 2013 and March 2015.
The researchers then compared 200 email campaigns from among the top 1% of forwarded emails with 200 email campaigns from around the 50th percentile to see how tactics, topics, and other elements impact sharing.
Below, key findings from the report…
