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BizReport : Email Marketing : October 06, 2011

Two platform releases integrate social, email

New data from Return Path finds email and social becoming more deeply intertwined. Citing campaigns from KFC and Domino's, researchers note that using social and email in a collaborative way rather than using simple coupon links increases sharing.

by Kristina Knight

With KFC's 'Double Down' campaign Return Path notes the brand used social sharing features within an email message while Domino's, through social and email campaigns, encouraged its to 'like' their Facebook page in order to play a social game.

Wolfgang Maasberg, chief executive officer at Lyris said, "As social media becomes more important to marketers and brands, integrating popular social channels like Facebook and Twitter into email marketing campaigns is critical for connecting with customers and achieving true business value."

Two platform releases, from Baynote and Lyris, may help brands marry email and social throughout campaigns.

First, Baynote is partnering with Crowd Factory to improve social commerce by tailoring social offers according to purchase intent. For the flash or daily deals space, the partnership will enable brands to make offers according to consumers' interests; for example, a consumer interested in purchasing a tablet would not be shown offers for $5 off of a coffee purchase. The offers can be made across the online space - from email and mobile to social and website offers.

Meanwhile Lyris is launching social media integrations features to help email marketers engage with customers. The new tools will allow email marketers to include 'social enhancers' which will allow messages to be shared across channels; the tool also helps marketers segment lists so that messages can be more deeply targeted.

Tags: Baynote, email integration, email marketing, Lyris, Return Path, social marketing, social sharing, social tools

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