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:

1.A free iPod2.Early Access to a Beta3.Nothing (Control Group)

The Winner deployed to the remainder of the list.

…and Social Influencer allows brands to test motivators

4

Streamlined Sharing Drove Higher Invites Per User

• 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

The Campaign Results