With the notion that developing a trusted online relationship is an imperative first step in building customer loyalty, Silverpop (News - Alert), a marketing technology provider, recently launched the Social Sign-In option, which allows visitors to leverage their social identities during the sign-in process. The option will be available via email marketing and marketing automation platforms for the first time. 

Silverpop has combined with Janrain, the leading provider of social identity management solutions, to develop the option.

Social Sign-In option allows Silverpop customers to 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, which increases conversions, according to company officials. The option also enables marketers to gain a better understanding of their customers' interests and use this knowledge to provide incredibly relevant and targeted messaging.  

"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 for Silverpop, in a press release. "We think of initial website 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."

"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 for 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."

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Rahul Arora is a TMCnet contributor. He has worked as an editor and freelance writer for several reputed organizations in India. To read more of his articles, please visit his columnist page.

Edited by Carrie Schmelkin