Online dating marketing campaigns
This has got to be the number one focus of every email sent by online dating sites.
By personalization I don’t simply mean using your first name; I’m talking about crafting a campaign that feels personal in the way it is delivered. Take this example from How About We: Sent leading up to the weekend the subject, copy and tone of this email make it feel as though the dates How About We has selected are just for me. Each of the dates mentioned are filtered based on age and location so the email that is sent to each individual customer is personalized for them.
” prompted lots of people to reveal that they’re usually hanging out with the dog. (In addition to the site-specific boards, the campaign includes phone-booth executions that are not contextual.)Making the billboards site-specific embeds them a little deeper in their neighborhoods, Mc Leod says.
“We really wanted them to be striking, and part of that is being contextual,” he says.
There are a bucketload of online dating apps, from new players to household names like Plenty Of Fish, and Ok Cupid.
Despite not ever remembering personally initiating a Zoosk search, Zoosk initiated this activation email in order to encourage me to engage.
Check out some of the creative work here:“We noticed a lot of trends in [users’] answers, both anecdotally and through data,” Hinge founder Justin Mc Leod tells Adweek.
For example, the question “Where can people find you at the party?
Without customer activation, new users certainly won’t become paying subscribers and without regularly engagement there’s no way they’ll stay one.
The savviest apps have figured out that email has the power to drive customer activation and increase customer retention.