GetReminded is a free app for iOS and Android smartphones. It enables users to set reminders for when it’s time to renew contracts, policies and documents so they avoid leaving it to the last minute and overpaying because they didn’t shop around for the best deal. To boost its user acquisition, GetReminded wanted to identify an audience whose demographic and psychographic profile closely matched their existing customer base, and thus would be more likely to positively respond to the offer.
smrtr initially established a profile of the subscriber base in a visual report and then used this enhanced understanding to build a lookalike model for wider audience targeting. Both phases drew from a range of demographic, socio-economic and household composition data and fused this with property attributes and values, lifestage triggers and even automotive preference. The lookalike model provided a 3x uplift in identifying a similar consumer audience and was used to execute a campaign via their preferred channel (email).
The eDM activity (two emails sent 3 weeks apart) was hugely successful, with daily average account sign-ups increasing by 56%. Campaign metrics included a 94% delivery rate and 15.7% unique open rate. As the model based targeting is repeatable and refreshed, GetReminded are able to integrate this targeting into ongoing targeting and also apply the increased understanding of their most valuable users to their wider marketing planning.