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Ok Cupid send this ‘new matches’ email on a weekly basis: It features new profiles that match specific, previous search conditions you set.

…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.

With those sort of numbers working against them, the most successful online dating sites focus on one key metric: ENGAGEMENT.

Without customer activation, new users certainly won’t become paying subscribers and without regularly engagement there’s no way they’ll stay one.

Despite not ever remembering personally initiating a Zoosk search, Zoosk initiated this activation email in order to encourage me to engage.

Simple personalization, using first names and the like, is powerful but the true value of personalization lies in emails like these.

You too can use data specific to each individual customer to craft emails that convert.

Here is how you should think about creating a campaign like the examples above: This can work in any business.

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?

One of the single biggest mistakes marketers make is not emailing their customers enough.