Silverpop today launched Social Sign-In, which allows site visitors to leverage their social identities during the sign-in process, via email marketing and marketing automation platforms.
Through a partnership with Janrain, 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 can 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 at Silverpop. "We think of initial Web site 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 relevant and targeted messaging. People registering via this option are also likely to be active social media users and can be segmented accordingly.
"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 at 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, allowing marketers to turn email 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 percent.