Welcome to the Oracle Modern Marketing Blog:
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.
SEARCH... By Post Category / By Selling Season / By Retailer / By Topic / Monthly Archive

Be the first to comment

Comments ( 0 )
Please enter your name.Please provide a valid email address.Please enter a comment.CAPTCHA challenge response provided was incorrect. Please try again.