Online home sharing platform Airbnb wanted to generate bookings around the holidays, but rather than push a marketing message, they decided on a message that would go viral. The company created an
email encouraging users to send a thank you email to people whose houses they had rented and stayed in that year. Airbnb provided the tools to create these digital thank you notes in order to
facilitate email conversations among users. The emails had a 52.3% open rate, higher than the company's average of 27% to 30%. The emails generated 26.5% click through rate, higher than
the company's usual 8% to 12% on click through on regular marketing emails. In addition, members that used the tool sent an average of 7.5 emails.
Read the whole story at The Huffington Post »
