What is Social Signup?
Social signup allows customers to sign up to a website’s account or community via a social media channel. The most popular social media channel for ecommerce websites is Facebook via Facebook Connect.
Below is an example of a signup page from ModCloth, a clothing retailer that allow users to join with Facebook.
Why Social Signup?
Because most people have an account with one of the major social networks they use daily and tend not to logout of. Details such as photo and contacts are already registered with the social network. And because most people don’t log out of their favourite social network it only takes one-click to create an account, where they don’t have to type a thing.
Once a user selects the social network, they need to allow or deny permissions. Therefore using social login makes signup quick, easy and painless to create an account.
Using Social Signup Also Offers the Following Benefits:
1. Email Address Collection
You still collect the email address of the user to send email marketing messages as part of the social signup process.
2. Social Shopping ‘Proof’
Users can grant permission for a web site to post stories sharing content, wishlists and purchases with one click. Then connected users can also view friends activity and viewing history, building trust and brand loyalty.
3. Photo Integration
The social networks will allow you to access the customer’s photo and user info of their account, making the shopping experience personal.
4. Spam Reduction
Social networks authenticate the user’s email addresses using your Facebook email address. The likelihood of misspellings and / or malicious signups are less, and in turn reducing bounced addresses. This also eliminates any need for a double opt in process.
Someone who connects their social account is likely to be more engaged with email marketing because they have granted that permission.
This all sounds great right? It gets even better. In the case of Facebook Connect, Facebook claims that sites using Facebook Connect have seen a 30–200% increase in site registrations and a 15-100% increase in user generated content such as comments and product reviews.
Should Social Signup Replace a Normal Newsletter Signup?
I think it is too early to tell. Here are pros and cons of each method:
- Only allowing someone to signup with Social Signup means you will get better data not just an email address, but the majority of that data is not available for email marketing segmentation.
- Just using Social signup could reduce the number of newsletter subscribers because some people don’t want to connect their account.
- Social signup depends on the sector. Sites that require members to access are perfect for social signup and normally don’t have email newsletter subscription. Fab.com is an example. ModCloth is another example that not only encourages account creation via social sign on but allows normal account creation with no email subscription.
- If you do use only use social signup I recommended a welcome series specifically targeting these subscribers. The welcome series should follow the same best practices as a normal welcome series but allow a subscriber to easily access an email marketing preference centre.
What are your thoughts about newsletter signup vs social signup? Leave your comments in the section below.