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yours. If your brand’s trustworthiness is questionable
or in decline, sharing your email is likely
to be the last thing on a subscriber’s mind.
Tribal interests
Tap into the tribes within your subscriber base.
Learn about the wide variety of interests,
experiences, wants and needs that your
customers bring to the table. Shareworthiness
requires you to know what tribes comprise your
list and what motivates them.
Simple and obvious
If something is complicated or requires an
explanation, the recipient will realize that it will
fall on deaf ears and will have little motivation
to share. One exception: People who want you
to think they are brilliant will be excited to show
you just how smart they are.
Ease of sharing
If the recipient has to spend too much energy to
share the content, few will bother.
near 100 percent to very low. Also, someone with a
Facebook account might not know how to share.
Creates value
Your email must provide value to your recipients
before they will share with their networks. One
exception: when people know that a particular
topic or offer is extremely relevant to friends, even
though they don’t benefit personally.
Reward/Incentives
Incentives or rewards can increase your forward
or share rates, but they come at a cost. “Rewards”
that tap into the reasons why people share, as
outlined above, deliver a better ROI than a chance
to win a free iPod.
Content
More than ever before, content is king, especially
well-written, timely and relevant news articles or
offers. Your copy must snap, crackle and pop off
the screen (without reading like spam or late-night
TV infomercials).
Social acumen and adoption of
subscribers
While social networks have gone mainstream,
your subscribers’ use might vary widely, from
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