In 2010, an aim is to â€œreally optimize that share-to-social work flow, so marketers will be able to control the content that is actually being shared.â€ Some of that â€œcontrolâ€ involves content on landing pages.
AAA email marketing head Lara Conn said the travel company is starting to use share-to-social functions in email, and local AAA clubs are embracing it slowly. The option is â€œin its infancy, we are seeing it is being used â€¦ and (weâ€™re) anticipating that to grow.â€
REI has run a social campaign propelled by email alerts, where people are tipped off to a contest to design a new snowboard. People can then vote on the submitted designs and one will be manufactured. REI noted it has been â€œamazedâ€ by the quality of the designs.
Gretchen Scheiman, a partner at OgilvyOne, spoke about hurdles involving automation in email -- where the link creative is a trouble spot.
Following up, BlueHornetâ€™s Tull said that with respect to automation, there arenâ€™t expected to be any new tools in 2010, and the challenge is getting marketers to use whatâ€™s already out there.
At AAA, a Canadian club has a program with vehicle registrations that will work over the next 99 years. Emails will be automatically sent to people as reminders when a registration is about to expire.
At Netflix, a system is set up to send emails immediately to someone who cancels a subscription, letting people know their accounts have lapsed for a three-month period. And automated reminders are later sent try and convince them to re-up.
A group of AAA clubs, Conn said, recently sent out a newsletter with a Disney link, where a person could opt to receive a Disney newsletter. And the clubs saw thousands of people opt to receive the Disney offering.
Andrew Kordek, manager of optimization at Groupon, touted a program â€" which was a subject on Twitter â€" that took place when people opted to unsubscribe to emails. When clicking that option, a video came up with Groupon email executive â€œDerekâ€ saying the company is sorry youâ€™re leaving. It then asked if the person wants to â€œpunishâ€ employee â€œDerekâ€ and continue to drop the subscription.
â€œAn engagement to disengageâ€ is how Kordek described it.
Kordek did say there was considerable punishing of â€œDerek,â€ with few people being convinced to change their minds.