Explore How Mobikwik Boosts Customer Engagement by 266% with Humorous Email Campaign. For more - https://netcore.in

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Success Story
Mobikwik Boosts Customer
Engagement by 266% with
Humorous Email Campaign
MobiKwik is India's largest independent mobile payments network
connecting 40+ million users with 250,000+ retailers. MobiKwik
wallet also offers instant money transfers to its subscribers.
Challenge
In a crowded e-wallet landscape,
Mobikwik wanted to differentiate
themselves from the competition and
captivate customers while combating
low email click-through rates.
The e-wallet brand also sought to
increase customer lifecycle value and
create long-term customers rather
than just one-time transactors.
Strategy
Netcore’s email marketing experts
planned a unique referral email
program around April Fool’s day that
included:
1. Different referral incentives to
appeal to a wider audience
2. Animation gifs in call-to-action
lines and emojis in the subject lines
to enhance personalisation.
The e-wallet brand also sought to
increase customer lifecycle value and
create long-term customers rather
than just one-time transactors.
Subscribers were allowed to send fake messages from Mobikwik
to their friends. The messages notified their friends that their
accounts had been credited with Mobikwik wallet money. Once
the messages were revealed to be fake, Mobikwik sent an enticing
offer to the friend.
Steps involved in campaign implementation:
1. An email was sent to the subscriber inviting them to prank
their friends on April Fool’s Day.
2. Once the subscriber accepted, a second mailer was sent to the
subscriber’s friend with double personalisation, inviting them to
“Accept the ” using the following subject line “Hi
[FRIENDSNAME], [SUBSCRIBER’S NAME] has credited your
Mobikwik wallet”.
3. When the friends accepted the credit and discovered the
prank, Mobikwik followed up with an enticing offer to sign up.
Step 1
Step 2
Step 3
Step 4
Step 5
How we will prank your friend
Enter your
friend’s name
and email id
Friend opens
the email,
gets fooled!
Prank mail
sent to
your friend
from us
‘Secret’
we will give
a suprise
to your
friend
Keep
fooling your
friends :)
The humorous campaign was a runaway success. Mobikwik
experienced the following benefits:
Results
266% increase
in customer engagement
2x the industry average
referral conversion rate
90% reduction in
cost of conversion