Wrong confirmation ID

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Mint.com viral case study

by rdeutsch on Jun 17, 2010

Mint.com combines database driven targeting, social media and email to create an incredibly viral marketing campaign!

Mint.com combines database driven targeting, social media and email to create an incredibly viral marketing campaign!

So here’s where the strategy starts – Mint.com was sure that offering their customers a free ipod for driving 3 new subscriptions to mint.com would be the big winner. But figured it best to test so they also offered nothing – basically a you love us so your friends will love us – tell them about us message. As well as an offer for access to an exclusive beta offering if three friends signed up. They launched the three offers to a percent of the target audience to determine what offer they would ultimately go to market with – all the while prepared to move forward with the iPods – and much to their surprise, the iPod was not the winner. Exclusive access to beta content? Won hands down.

- Campaign Objective: Acquire new Mint.com users at little or no cost.
- Campaign Strategy: Email to engaged users asking them to recommend Mint.com to their friends. Tap into social media networks to facilitate referrals.
- Key Metrics Tracked: Open rate, percent of users inviting friends, percent of friends becoming users.
- Definition of Success: Less than $1 CPA
New Customer Acquisition Case Study
Market Research Drove Campaign Design
Test Social Motivators
- Mint.com launched an Influencer program designed to drive new user registrations.
- Ran an A/B Test using three different offers:
- A free iPod
- Early Access to a Beta
- Nothing (Control Group)
- The Winner deployed to the remainder of the list.
… and Social Influencer allows brands to test motivators
Streamlined Sharing Drove Higher Invites Per User
The Campaign Results
- 48% Open Rate
- 10% of the recipient list became influencers
- Each Influencer sent 5 invitations on average
- Generated 2.6 new users for every 1 invitation.
- Average CPA: $0.50
- 40,308 invitations netted an additional 8,549 new accounts
One mailing drove a 44% lift in New Users versus prior week