Schedule a Tour
Does My Company Subscribe?
Online retailers want their marketing e-mail messages to reach as many eyeballs as possible. Taking advantage of subscribers’ natural desire to share info about a great deal with their friends is one way to do just that.
Dedicated links that allow e-mail subscribers to easily “forward to a friend” (FTAF) or “share with your network” (SWYN) are two ways marketers can help their messages go viral. Though social networking is hipper than old-fashioned e-mail forwarding, marketers are much more likely to provide a “forward” link (48%, including those who provide both links) than easy sharing capability (13%, including those who provide both links), according to data from Smith-Harmon.
Only a few online retailers used both types of links in their e-mail campaigns, and nearly one-half did not offer any link at all for passing on messages.
Links to share content with a social network can potentially give messages much more exposure. After all, such e-mails are shared with the subscriber’s entire social network, rather than just a few friends chosen specifically for the purpose.
Smith-Harmon found that among those retailers that did provide social network sharing links, Facebook was the clear favorite. Every campaign studied that had a SWYN capability had a link to Facebook. Twitter came in second, at 67%, while only 44% of sharing-capable e-mails linked to MySpace.
Online retailers also directed subscribers to share offers via social bookmarking sites and social shopping sites.
“Despite FTAF’s incumbent position, I expect SWYN adoption to overtake FTAF usage over the next 24 months as more marketers and consumers become familiar with it,” wrote Chad White, author of the “FTAF vs. SWYN: The State of Email Sharing” report, on MediaPost. “Also, just as FTAF has to compete with the ‘forward’ button in every email client, I expect that we’ll see SWYN links built into email clients in the future.”
Keep up on the latest digital trends. Learn more about an eMarketer Total Access subscription, today.
Join eMarketer for a free webinar:
Thursday, August 6, 1pm ET
Space is limited.
made possible by
You've never experienced research like this.
Nearly all Fortune 500 companies rely on us.
Inquire about corporate subscriptions today.