Responsys Finds Email Is Vital to Retailers’ Social Community Building Efforts

SAN BRUNO, CA, Aug 30, 2011 (MARKETWIRE via COMTEX) –
Responsys, Inc.


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+4.99%



, the leading provider of email and
cross-channel marketing solutions, today announced the release of the
Viral Community Links in Emails 2011 report, which found that
retailers are more focused on using their email marketing programs to
promote their social communities and less focused on email for social
sharing.

Email marketing continues to be a key tactic for raising awareness of
and driving traffic to retailers’ communities on Facebook, Twitter
and other social media sites. Among the top online retailers tracked
by the Retail Email Blog, 88% of them include community links in
their promotional emails, up from 75% in 2010, approaching near
universal adoption.

“This report is a strong endorsement of email’s ability to raise
awareness of and drive traffic to brands’ social media pages on an
ongoing basis,” said Ed Henrich, Senior Vice President of
Professional Services at Responsys. “It’s also further evidence that
cross-channel integration is increasingly vital to future marketing
success.”

Facebook and Twitter dominate retailers’ community efforts, although
YouTube has grown to become a strong third-place contender. Every
retailer in the study linked to Facebook from their emails; 84%
linked to Twitter; and 29% linked to YouTube.

However, fewer retailers are including share-with-your-network (SWYN)
links in their emails, instead relying on their websites to spur
social sharing. The percentage of retailers that include a SWYN link
in every promotional email dropped to 25% from 26% in 2010 after
rising from 12% in 2009.

“Three times as many retailers include share-with-your-network (SWYN)
links on their product pages as regularly as they include them in
their emails,” said Chad White, Research Director at Responsys and
author of the Viral Community Links in Emails 2011 report. “That’s
a strong indication that retailers are sold on the benefits of SWYN,
but that placement further down the sales funnel is more effective in
general.”

Meanwhile, forward-to-a-friend (FTAF) usage continues its long-term
decline, dropping to 41% from 44% in 2010 and 48% in 2009. Overall,
52% of retailers now include some viral mechanism — either SWYN or
FTAF — in their emails, down from 56% in 2010.

For information on how to obtain a copy of the complimentary Viral
Community Links in Emails 2011 report, please visit:

http://www.responsys.com/land/viral-community-links-in-emails.php?cid=70150000000c2vGAAQ

About Responsys
Responsys is the leading provider of email and
cross-channel marketing solutions that enable companies to engage in
relationship marketing across the interactive channels customers are
embracing today — email, mobile, social and the web. With Responsys
solutions, marketers can create, execute, and automate highly dynamic
campaigns and lifecycle marketing programs that are designed to grow
revenue, increase marketing efficiency, and strengthen customer
loyalty. Responsys’ New School Marketing vision, flexible on-demand
application suite, and customer success-focused services aim to
deliver high ROI, increased levels of automation and fast
time-to-value. Founded in 1998, Responsys is headquartered in San
Bruno, California and has offices throughout the world. Responsys
serves world-class brands such as: American Family Mutual Insurance
Company, Avis Europe, Continental Airlines, Deutsche Lufthansa,
Dollar Thrifty, Lands’ End, LEGO, LinkedIn, Newegg, Orbitz, Qantas,
Southwest Airlines, and UnitedHealthcare. For more information about
Responsys, visit responsys.com.

Additional Resources

https://www.facebook.com/Responsys


https://www.twitter.com/Responsys

        
        Contact:
        Kimberly Canedo
        Responsys, Inc.
        (650) 745-1720
        Email Contact
        
        
        

SOURCE: Responsys

http://www2.marketwire.com/mw/emailprcntct?id=6D524446CAB7EBE0

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