15038-CaseStudy-UpromiseReward Customer Referrals
Sallie Mae Upromise was looking for a creative way to thank their existing members and reward them for referring friends to join. Earlier, Upromise projected that they would reach their 10 million members by the end of January 2009. In anticipation of this milestone, they dubbed January “10 Million Member Celebration Month.”
Upromise emailed their current members with the “Tell a Friend” customer loyalty campaign. These customized automatic emails rewarded members with a $25 Restaurant.com Gift Certificate for every referred friend who ultimately joined during the promotional period. In addition, Upromise emailed other prospects with different customized emails offering a free $25 Restaurant.com Gift Certificate for joining.
Both email campaigns exceeded expectations and the historic 10 millionth member was obtained long before the projected time. The “Tell a Friend” campaign generated over 35,000 new members for SallieMae Upromise.