Hosted email marketing solution GraphicMail added social signup from Janrain Engage to its clients’ customizable newsletter signup forms, allowing them to sign in with their Facebook account information, or credentials from more than 25 other social networks, including Twitter, Google Plus, LinkedIn, and MySpace.
Janrain Engage makes the registration process simple and eliminates the need for users to create new user names and passwords, and it also allows for sharing content and activities from users’ company sites to Facebook and other social networks.
GraphicMail said the newsletter subscription process will be easier and more accurate, driving more conversions, with the addition of this social component, and the rich profile data that can be mined from Facebook and other social networks will allow marketers to provide more relevant targeted messaging.
GraphicMail Marketing Director Barbara Ulmi said:
Successful communication, in any business and via any channel, is all about knowing your customer. In digital marketing, though, you won’t often find that new contacts are willing to sit down and manually wade through filling in long, detailed subscription forms to help you capture all of their relevant personal information. Often forms are discouragingly long, and passwords eventually get forgotten. Now you can increase your newsletter subscriptions by offering social subscribe and get heaps of additional user data for more targeted sending. This, in turn, is likely to increase your open and click-through rates, and improve website conversion rates and even sales derived from promotional mailers.
Janrain Vice President of Marketing Bill Piwonka added:
The biggest benefit of Janrain Engage is that our clients can use it to offer the ability for their website visitors to use an existing identity on a social network to login or register for their website or email communications. We have research that shows that 86 percent of consumers have left a website when asked to register, and 88 percent admit to having entered false information (e.g. “email@example.com” when asked for an email address). Social login has been shown to increase conversion rates by as much as 50 percent because the user is not required to enter any new information, removing the friction of requiring users to register on a site.
Readers: Would you be more likely to sign up for an email newsletter if you could use your Facebook credentials, rather than creating an entirely new account?