The challenge: Classmates makes money when people pay for a Gold membership, which allows them to see who’s “signed their Guestbook” – that is, who has looked at their profile page. Some people, for a variety of reasons, are skeptical that the people who signed their Guestbook are people that they would know. Using humor, and a new approach, entice people who already have multiple Guestbook signatures to sign up for Gold membership and see who those names belong to.
The solution: An email campaign and landing pages using Mark Twain. Yes, Mark Twain.
Note: The first two images are two versions of the email, one more straightforward than the other.