Virality ratio
What is Virality Ratio?
The Virality Ratio is a fundamental concept in the field of email marketing. This metric measures how many of the emails sent in an email campaign mailing are forwarded or shared by recipients with other people. In other words, it allows you to evaluate the effectiveness of a message in converting recipients into spreaders, expanding the initial reach of the campaign.
This phenomenon is based on a very common situation on the Internet: users not only receive information, but often share it with their surroundings. Thanks to the facilities offered by current devices and platforms for redistributing content, virality of emails is an increasingly achievable goal.
For companies, a high Viral Ratio represents a significant advantage, as it multiplies the exposure of the message without requiring additional resources. In the context of email marketing, this indicator can translate into more visibility, new contacts and, potentially, an increase in return on investment. Achieving this effect, however, depends on attractive and relevant content that users want to share spontaneously.
What is the Virality Ratio?
The Virality Ratio is a valuable tool for measuring the effective reach of an email marketing campaign. Beyond having an extensive list of subscribers, this indicator focuses on the quality of interaction: it analyzes how many recipients share the emails they receive with their circle of contacts, thus expanding the dissemination of the message.
This parameter is key to identifying how content can generate new leads or even customers, without the need to increase the advertising budget. A high virality rate not only indicates a multiplier effect, but also suggests a positive perception of the brand and genuine interest from the audience in the shared materials.
In short, this indicator allows us to evaluate not only the efficiency of a strategy mailing, but also the ability of a company to produce content that resonates with its users and motivates their spontaneous recommendation.
Measuring Virality Ratio: A Practical Example
Let's say that at Daimatics we start an email campaign focused on our web design services. We send messages to a database of 1,000 customers and, as a result of this action, we get 200 new users thanks to the recommendation of the original recipients. This scenario allows us to easily calculate the virality ratio, which would be 0.2 (200 new users divided by 1,000 emails sent).
Generally speaking, a rate above 0.15 is considered positive, while exceeding 0.6 is considered a resounding success. This indicator not only helps evaluate the impact of a campaign, but also reflects the ability of messages to arouse interest and trust in recipients, making them want to share them with their circle of influence.
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