Getting People to Pass Along Your Email
Why do people pass along email? That's the question that WOM researchers and marketers alike are asking when developing an email marketing campaign. A paper by Joseph Phelps and published in the Journal of Advertising Research offered a few tips to help email marketers craft messages that consumers will pass along:
* Consider the motivation of the folks who pass along email: social connections, entertainment, and self-satisfaction.
* The email must be relevant and timely.
* The message must speak to the receiver with emotional impact and contain information that will be pragmatic or entertaining.
Source: DoubleClick, "DoubleClick's Touchpoints III: The Internet's Role in the Modern Purchase Process".
