June 4, 2009, 12:00 AM

E-mail program brings the voice of bands to social networks

Record label Roadrunner Records has launched a new e-mail campaign that allows music fans to share e-mail messages they receive from bands on social networks by clicking an icon in an e-mail.

Paul Demery

Managing Editor, B2B E-commerce

Let the voice of the band be heard-and shared.

Record label Roadrunner Records has launched a new e-mail campaign that allows music fans to share e-mail messages they receive from bands on social networks by clicking an icon in an e-mail.

The programs, offered by e-mail marketing vendor ExactTarget, are called Social Forward and ShareThis. Social forward embeds an icon of a social network, such as Twitter or Facebook, in an e-mail. A click of the icon enables that fan to share the contents of an e-mail message on the social network selected.

The other element, ShareThis, allows fans to share their messages with not one, but several social networks of their choice. Marketers embed a small ShareThis icon in their e-mails. A click of the icon brings the fan to a landing page that provides the option of sharing the message on as many as 40 social networks.

“Fans are an artist’s best advocate, and the industry is continuously looking for new ways to engage them and help them share their passion for a band with others online,” says David DeVore, CEO of FanMail Marketing, a firm that uses ExactTarget to manage communications for artists, promoters and record labels. “While e-mail and social media have become a staple of any band’s communications, the two have been completely separate. With ExactTarget’s Social Forward, bands can give fans a tool to simplify sharing the latest news and information received by e-mail to their social network friends and followers online.”

RoadrunnerRecords.com, which allows visitors to click through to purchase music on Amazon.com, iTunes and other e-commerce sites, is so far using the program with e-mails sent to fans of bands Nickelback, Theory of a Deadman and Slipknot.

Tim Kopp, chief marketing officer for ExactTarget, says the new programs will not only allow bands to further extend their news and brand on the web, but also give them data on the types of messages that resound most with fans and the most popular social networks. It also will help marketers identify the fans who share messages most often, he says.

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