Understanding that developing a trusted online relationship is the crucial first step in building customer loyalty and nurturing prospects, Silverpop™ today announced the launch of Social Sign-In, making this option available via email marketing and marketing automation platforms for the first time. Social Sign-In gives site visitors the opportunity to leverage their social identities during the sign-in process. An important option, since despite their desire to obtain helpful information online, three out of four people are too frustrated by online registration processes to create a user account1.
Through a partnership with Janrain, the leading provider of social identity management solutions, Silverpop customers can now offer their site visitors a simple alternative to web form completion. By allowing them to register for online offers by signing in with their existing social network accounts, the process is simplified for registrants, increasing conversions. Janrain has found that companies can achieve a significant increase in registration conversion rates when they provide users with this option. And marketers are able to connect users to their social profiles, providing them with valuable information about their site visitors. Entering a one-year exclusive agreement, Janrain selected Silverpop as its premier marketing automation provider.
"Carefully integrating social media into a multichannel marketing strategy is crucial for success and Silverpop's Social Sign-In feature takes this integration to a whole new level," said Bryan Brown, director of product strategy for Silverpop. "We think of initial website interactions as similar to meeting someone for the first time. The interaction needs to be pleasant and simple and if you feel a connection, you want to be able to get back in touch. By offering Social Sign-In, our customers can collect rich user profile data and their site visitors are left feeling like the company is easy to do business with and are more likely to return."
Social Sign-In also allows marketers to gain a better understanding of their customers' interests and can then use this knowledge to provide incredibly relevant and targeted messaging. People registering via this option are also likely to be active social media users and can be segmented accordingly. Targeting these recipients with content designed to be shared on social networks can expose marketing messages to an exponentially larger audience, comprised of people who are likely to be more influenced by friends and family than by a direct advertising campaign.
"We are excited to enable Silverpop's customers to develop deeper relationships with their users through Social Sign-In," said Tore Steen, vice president of business development for Janrain. "Both Janrain and Silverpop understand how important it is to connect with users on their terms-from the first interaction throughout the life of the relationship. Today that means not only making the sign-in process as simple as possible, but using the information you collect during initial interactions to inform all future communications."
Social Sign-In is the latest in Silverpop's Social Connect collection of products and features. The company launched Share-to-Social in 2008, becoming the first in the industry to give marketers the ability to quickly turn emails into socially-enabled viral messages. Since the launch of Share-to-Social, Silverpop has found that sharing email content via social networks such as Twitter and Facebook can increase reach by 24.3 percent2.
Silverpop (silverpop.com) is the only marketing technology provider that offers a powerful marketing automation solution built atop a scalable email marketing platform. The company has more than a decade of experience empowering marketers to deliver highly relevant communications that efficiently drive revenue while also building brand loyalty. Companies rely on the Silverpop Engage™ platform to create and manage sophisticated multichannel marketing campaigns that nurture customer and prospect relationships from interest to conversion and beyond. Silverpop's industry-leading thought capital, strategic counsel and customer service, combined with an extensive ecosystem of world class partners, allow its customers to quickly and cost-effectively automate even the most complex campaigns-improving marketing results and increasing ROI. With a presence in the United States, Europe and Australia, Silverpop is trusted by leading brands around the globe.
Janrain (janrain.com) helps organizations succeed on the social web with its user management platform - a suite of products to improve user acquisition and build engagement. Janrain Engage provides social login and social sharing to enable a user to login with an existing account from over 20 different networks including Facebook, Twitter, LinkedIn and Google, as well as share activities from the site to their social networks. Janrain Capture is a turnkey registration and social data storage solution. Janrain Federate provides single sign-on functionality to extend a brand's online ecosystem. Janrain customers include industry leaders such as Universal Music Group, MTV Networks, AMC Networks, Postmedia Network, Ning, Kodak, NPR, Sears and Citysearch. Founded in 2005, Janrain is based in Portland, Oregon. For more information, please call 1-888-563-3082.
1) "Consumer Perceptions of Online Registration and Social Sign-In", Janrain, 2011
2) "Emails Gone Viral: Measuring Share-to-Social' Performance, Silverpop, 2009