• by David Goetzl  @dgoetzl, December 10, 2012

Trendline Interactive's Andrew Kordek at the Email Insider Summit cites a trend he calls the “the spirit of social.” It has three aspects:

-"social proof," where he advises not putting tweets or Facebook posts in email, leverage what people are talking about in email

-"humanization of corporate identity": send email from staff talking about how they utilize a company's products, for example

"social icons" – Kordek says sites today have icons that tell a story and it's important to leverage them