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August 6, 2009: Which Is More Popular: FTAF or SWYN?
From: Smith-Harmon
Subject Line: FTAF vs. SWYN: The State of Email Sharing
Date: August 6, 2009
The email marketing world has been abuzz with questions about the future of forward-to-a-friend (FTAF) functionality...is it being replaced by share-with-your-network (SWYN) functionality?
There are legitimate reasons to think that SWYN might overshadow the older, graying FTAF. While FTAF usually just enables one-to-one, one-time sharing, SWYN creates an opportunity for email content to reach people across the recipients' entire social networks, and social networking presences can increase the chances of multi-channel, ongoing engagement. SWYN is also more viral and avoids entanglements with CAN-SPAM rules.
So, are the rumors true? Is FTAF really on its deathbed? It's hard to say in the long run, but it's clear that FTAF still has some fighting life in it, still showing 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.
Eager to hear more of the talk on sharing? Check out FTAF vs. SWYN, an info-packed 7-page reportlet with all the details on SWYN vs. FTAF, plus SWYN mechanisms, placement and wording tips, and more.
Subject Line: FTAF vs. SWYN: The State of Email Sharing
Date: August 6, 2009
The email marketing world has been abuzz with questions about the future of forward-to-a-friend (FTAF) functionality...is it being replaced by share-with-your-network (SWYN) functionality?
There are legitimate reasons to think that SWYN might overshadow the older, graying FTAF. While FTAF usually just enables one-to-one, one-time sharing, SWYN creates an opportunity for email content to reach people across the recipients' entire social networks, and social networking presences can increase the chances of multi-channel, ongoing engagement. SWYN is also more viral and avoids entanglements with CAN-SPAM rules.
So, are the rumors true? Is FTAF really on its deathbed? It's hard to say in the long run, but it's clear that FTAF still has some fighting life in it, still showing 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.
Eager to hear more of the talk on sharing? Check out FTAF vs. SWYN, an info-packed 7-page reportlet with all the details on SWYN vs. FTAF, plus SWYN mechanisms, placement and wording tips, and more.
