This is just one example of how scripting can be used to integrate e-mail campaigns with social networking efforts. Other ways marketers might choose to share content depending on the type of communication or call to action are:
• Special Offers/Rewards—Many marketers enable sharing on special offers sent via e-mail that are specific to the individual subscriber receiving the offer. In that case, marketers typically make only one section of the communication sharable—such as a section called "Share the offer with your friends."
• Multiple Features—If there are multiple calls to action or features in an e-mail, marketers often make each item sharable and create content that is able to stand alone on social sites.
• Newsletters/Content—In some cases, marketers want to enable sharing on the entire communication, such as with a newsletter, so when the content is shared the viewer is presented with the information in its entirety.
Colby Cavanaugh is a partner marketing manager at ExactTarget, a provider of e-mail marketing and digital communication services. He can be reached at firstname.lastname@example.org.