Social Sharing Underused by Email Marketers
The adoption of share-with-your-network (SWYN) functionality by email marketers still trails that of forward-to-a-friend (FTAF) functionality, according to a recent study from on-demand marketing solutions provider Responsys. In its report SWYN, FTAF and Community Links, Responsys found the vast majority of retailers now include links to their Facebook pages, Twitter streams and other online communities into their emails.
Usage of SWYN, which allows subscribers to share email content with friends and family on various social networks like Facebook and Twitter, has more than doubled among top online retailers tracked by the Retail Email Blog to 26 percent in August 2010 from 12 percent in July 2009. But even with a slight drop in usage this year from last (44 percent versus 48 percent), FTAF still remains the more popular viral option for retailers. At the current rate, it will be another 12 months to 18 months before SWYN adoption overtakes FTAF.
Overall, 56 percent of retailers now include some viral mechanism — either SWYN or FTAF — in their emails, up slightly from 54 percent in 2009.