Zip.co — Customer Birthday Messaging
A lesson in moving quickly
A quick-turnaround co-initiated project between me and an AD of CRM. This email and push notification were imagined, pitched and created in less than a week to test the idea of altruism.
Seriously. We never sent our customers any messaging acknowledging their birthday before these went live.
The ideal strategy would incorporate a cashback offer or discount to entice a purchase, however, this proof-of-concept execution moved forward without the budget to back that strategy.
Full transparency: This email and text are imperfect. We moved quickly and had plans to iterate and improve if we saw results.
This is an example of my mantra “progress over perfection.'“
The Data:
There was a significant lift in app sessions
The push outperformed the email
Unsubscribes from the email were not cause for concern
The Takeaways:
Small gestures matter to engaged users
There is an opportunity for partnerships or affiliates to offer cashback or discounts to potentially see an increase in purchases
Quick hit projects can have impact