…so I signed up to Ok Cupid, Plenty Of Fish, Badoo, Zoosk and How About We with great interest – I wanted to know how do the biggest online dating apps use email to drive activation with email? After receiving (many) interesting emails from these companies over the last six weeks, here are the key email marketing lessons you can take away and apply to your own campaigns.This has got to be the number one focus of every email sent by online dating sites.Spending time working on your calls to action is where the magic happens.
Zoosk repeats the CTA multiple times in it’s emails and always anchors the CTA on the name of the profile user.
This is a powerful trick as it is much more personal and draws the reader in. How can you gamify your campaigns around your core building block?
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.
Here’s another example from Zoosk: again, Zoosk have targeted this email by filtering the profiles they include using age and location.
The following great example from Zoosk is not only extremely personalized but uses a single call to action and a timeframe to add urgency and encourage engagement.