Hey there people of the forum. I'm trying to locate some statistics about FTAF or STAF metrics as well as metrics on usage of Email This Page features on web sites. How often are they used per month/campaign on larger accounts? Does anyone know of public statistics I could locate?
We don't know of any stats that specific, but we'd love to see some too!
Stats on this are pretty hard to track down, and in any case I'd imagine them to vary wildly. The figure that tends to be bandied around is about 0.2%. Bear in mind that this is in no way indicative - what will get forwarded really depends on your target audience and the nature of your email.
Instinctively, I'd suggest that most people tend to shy away from the FTAF feature in emails not only because it's far easier and quicker just to hit the 'forward' button in their mailing client, but that it is often seen simply as a tool for the marketeer to track things, and doesn't offer them anything extra.
If you were to offer an incentive to forward on an email, eg: limited edition desktop wallpaper, whitepaper on something relevant, etc... I'd expect you to be able to raise this figure somewhat.