ATLANTA, Sept. 16, 2009 - Social networking has quickly become more than just an interesting phenomenon. Industry analysts report that 33 percent of online users now visit these sites at least monthly, and 40 percent of email participants use social sites to gather product information and recommendations. As a result, email marketers are taking a keen interest in incorporating social media into their plans. With its report, "Emails Gone Viral: Measuring ‘Share-to-Social' Performance-A Silverpop Benchmark Study," Silverpop, the first email marketing service provider to bridge the gap between email marketing and social networking through the launch of its Share-to-Social feature, will assist companies deploying or planning to deploy share-to-social functionality in maximizing the opportunities of this emerging viral technique.
"Combining email and social networking can be very powerful," said Loren McDonald, vice president of industry relations for Silverpop. "Research tells us that ninety-two percent of adult Internet users send or read email. And social network users are, on average, connected to between 150 and 200 friends, so developing an email that is socially shareworthy can turn messages viral very quickly and reach a new group of customers very similar to the ones you already have. This first benchmark study establishes a baseline for future studies that will examine whether sharing activity changes as the practice spreads from early-adoption to a mainstream marketing practice."
About Silverpop
Silverpop's Engagement Marketing suite helps turn prospects into customers, and customers into fans. Silverpop's Web-based solutions enable companies worldwide to build relationships with customers and prospects through the creation, automation and delivery of relevant, online messaging. Companies rely on the Silverpop EngageTM platform to create and manage multichannel marketing campaigns that reach millions of individuals-one at a time-enhancing lifetime customer value and brand loyalty. More...
