• by Wayne Friedman , Staff Writer, December 6, 2010

Right now, putting Facebook, Twitter and other social site tabs in emails is being used by 26% of top online retailers, according to email provider Responsys. But Chad White, research director for Responsys, in moderating a panel at Email Insider Summit believes that number will be 50% next year.

"[Consumers] are trusting what others are saying more than what brand are saying," says Mark Shmulen, general manager of social media, Constant Contact. "We are seeing it's the primary call to action in emails."

D.J. Waldow, director of community of Blue Sky Factory, email/social provider, says a new water bottle maker pushed consumers to get more friends through email and social media -- all for special discounts.