Definition
Email social share rate measures the percentage of delivered emails whose recipients shared the content, or a specific link within it, on a social platform such as LinkedIn, Facebook, or X. It reflects how compelling a message is beyond the inbox, since sharing requires a deliberate action that exposes the content to a new audience.
Social share rate is a form of earned reach. Unlike a click, which benefits only the subscriber, a share broadcasts the content to that subscriber's network, giving the sender visibility it did not pay for and a signal that the content was genuinely valued.
How It Works
Social share rate is calculated by dividing the number of shares generated by an email by the number of delivered emails, then multiplying by 100. Shares are typically captured through social sharing buttons embedded in the email or through tracking of the shared URL.
- Share buttons make the action visible and one tap away, which increases the rate but also counts low-intent shares.
- URL-based tracking captures shares made by copying and pasting a link, which reflects higher intent.
- Combined tracking gives the fullest picture but requires consistent tagging across channels.
Because sharing is rare relative to opens and clicks, the rate is usually a small fraction of a percent — far lower than a typical open rate or click-through rate. Its value lies less in raw volume and more in identifying which content earns organic distribution.
Why It Matters
Social share rate is a strong indicator of content quality. A high share rate signals that content resonates enough for readers to attach their own name to it, which is a far higher bar than simply clicking through. Content that is shared regularly also compounds reach over time as each share introduces the brand to a new network.
For marketers, a persistently low share rate suggests content is useful but not remarkable. Reviewing what the audience shares — and what competitors share — helps shape future topics and formats toward genuinely shareable material.
Example
A B2B consultancy sends a monthly insights email to 20,000 subscribers. One edition includes an original industry benchmark report that generates 160 shares, giving a social share rate of 0.8 percent. The consultancy notes the topic and produces a follow-up series, which repeats the strong share performance.
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Frequently Asked Questions
Share rates are typically a fraction of a percent because sharing is a high-effort action. The most useful benchmark is your own trend over time, since share rates vary widely by industry and audience.
Click-through rate measures how many recipients clicked a link, while social share rate measures how many took the extra step of sharing the content externally. A share is rarer and indicates stronger endorsement.
Original research, data, practical guides, and timely commentary tend to be shared most, because they offer value the recipient wants to pass along to their own network.
Add visible share buttons, make the shareable takeaway easy to identify, and create genuinely useful or insightful content that readers are proud to associate with their own name.