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.
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.