Diapers.com testing social media, e-mail integration with Responsys' tool

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Digital firm Responsys launched a platform to integrate e-mail marketing and social media on March 16. Client Diapers.com is using the tool to add more social media to its digital marketing mix.

Diapers.com tested Responsys' Interact Campaign for Social Networks tool in beta for the last month. The platform centralizes social media campaigns and allows marketers to create, schedule, send and track them.

The baby products e-commerce site uses e-mail as its main customer-retention tool, but it is slowly increasing its use of social media to reach customers online. The e-commerce site is planning to streamline its social media approach and integrate it with e-mail, using the platform.

“We have not been involved in social media to the same extent that we have been for e-mail because we haven't had the resources,” said Michael Manta, marketing manager at Diapers.com. “But we are now starting to use this new tool, so that we can efficiently integrate both channels.”

Marketer data can be shared by both Responsys' e-mail marketing and social media platforms. Still, an e-mail campaign might have slightly different nuances than a social media campaign, says Manta.  

“There is an idea that you can act a lot more quickly in social media than in e-mail, so you can have these kinds of flash promotions through the social media network that we otherwise wouldn't be able to do with e-mail,” he said. “We will try this in the future.”

John Berkley, VP of product marketing at Responsys, said the tool can be used to establish which channels a marketer will use to promote different campaigns and then track conversion, revenue and response rates by channel.

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