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The latest in marketing strategy, technology, and innovation.

  • August 6, 2009

FTAF vs. SWYN: Executive Summary

There’s been some murmuring in the industry about the death of forward-to-a-friend (FTAF) lately because of the emergence of share-with-your-network (SWYN) functionality. Unlike FTAF, which is generally one-to-one sharing, SWYN allows subscribers to share an email’s content with all their friends on a social network. Shown to be considerably more viral than FTAF, SWYN also avoids entanglements with CAN-SPAM rules.

Despite all those advantages, FTAF enjoys a four-to-one adoption rate over SWYN among the top online retailers. While only 12% of retailers use SWYN, 48% use FTAF—and FTAF adoption is up from 44% in 2006.

This 7-page reportlet also looks at SWYN mechanisms, the placement of both FTAF and SWYN links within emails, the wording of FTAF links, and more.

>>Download “FTAF vs. SWYN: The State of Email Sharing” for free. (This is a direct download of the PDF. There are no forms to complete.)

Other reports available from Smith-Harmon (which is now part of Responsys):
Executive Series on Email Marketing: Installments 1-5
Email Design Look Book 2009
Email Navigation Differs Radically from Website Navigation
Going-Out-of-Business Email Strategies
Soon Even More Emails Won't Be Optimized for Width
Retail Welcome Email Benchmark Study
…and you can find even more reports on Responsys' Downloads page.
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