How to wake up customers

Thousands of PayPal users had small change lying forgotten in their wallets.

(PayPal couldn’t just invest it; unlike banks, they only made money on transactions.)

They regularly reminded users as part of their CRM program.

Less than 6% ever opened the emails. Less than 1% clicked.

We didn’t only need to grab attention.

We needed a compelling, easy way for people to use their balance.

We knew one reason people used PayPal was security, esp. on dodgy sites.

So we collected oddly tempting knick-knacks from ‘offbeat’ corners of the internet.

It gave customers a reason to use. And reinforced the brand promise of online safety.

An idea that turned a routine CRM email into a full-scale campaign

Email click rates went from <1% to >30%

Banner click rates were over 15%, beating benchmarks by an order of magnitude

43% of dormant accounts were reactivated within the campaign period.

Launched in Singapore, the campaign was adapted for 5 APAC markets + ANZ.