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BizReport : Email Marketing : November 07, 2010

Responsys: 40+% of marketers aren't using freebies

Online retailers are definitely making strides in their advertising efforts leading up to the 2010 holiday season, but according to a new report they are still leaving ad money on the table. How? By not utilizing 'free' marketing options like those offered in the social space.

by Kristina Knight

According to the report many e-tailers aren't fully implementing social sharing and shopping options through their email campaigns, and that means they are often leaving ad dollars unspent and creating campaigns which aren't completely fulfilled.

The report, authored by Chad White, Research Director with Responsys, notes that many e-tailers need to use Share With Your Network (SWYN) and Forward to a Friend (FTAF) options better. White's report finds:

• 56% of etailers are using, at least somewhat, the SWYN or FTAF options, a 2% increase from 2009 numbers
• 44% of etailers are not using these social sharing options
• Of those using social channels, 26% are using SWYN options
• 44% utilize FTAF options, a 4% decrease from 2009
• 'Community Links' make up the bulk of social marketing uses, these links include links to social profiles, Twitter streams and other online communities
• 75% of retailers and etailers do promote Community Links

"Social and email are converging channels," said Ed Henrich, Senior Vice President of Professional Services at Responsys. "Share-with-your-network and community links are a significant part of that convergence at the moment, but someday soon marketers will be able to talk to individuals on Facebook just like they do via email now -- personalized one-to-one."

What is most disturbing about the report is that these social options are basically free for brands to use. Including a single link within an email marketing message, for example, can make it simple for consumers to share the information with friends throughout the social space.

"As we approach the holiday season, it's worrisome that major retailers aren't doing more to empower their subscribers to extend the reach of their email marketing campaigns," said White.

Tags: Chad White, ecommerce, email marketing, online shipping, Responsys, social marketing, social sharing

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