The "PS: I love you" Growth Hack Revisited
In 1996, when Hotmail was launched, they activated every user as a promoter of the service to create a strong network effect.
When Hotmail was launched in 1996, they implemented a clever marketing tactic that helped attract new users. They added a simple tagline at the bottom of each outgoing email sent through their service, which said, "PS: I love you. Get your free email at Hotmail."
Whilst not specifically the “I love you” growth hack, a lot of email marketers have referred to this as the “I love you” growth hack.
The "I love you" growth hack is a marketing technique where companies encourage their users to refer others to their service or product by using the phrase "I love you." It involves prompting users to send emails or messages to their contacts expressing their affection while also promoting the product or service. By leveraging the emotional impact of the phrase, companies aim to capture the attention and interest of recipients, encouraging them to explore or sign up for the offering. The goal is to create a viral effect, with users spreading the message to their network, ultimately leading to increased user adoption and growth for the company.
This tagline was automatically included in the signature of every email sent by Hotmail users. As a result, every email recipient was exposed to the promotional message, creating a viral effect. Recipients who found the service intriguing or useful could click on the link to sign up for their own free Hotmail account.
The genius of this tactic was that it leveraged the existing user base as a powerful distribution channel. As Hotmail users sent emails to their friends, family, colleagues, or anyone else, the promotional message spread organically. This word-of-mouth marketing approach contributed to a rapid increase in Hotmail's user numbers.
Within just a few months, Hotmail attracted millions of users, largely due to the viral nature of their marketing strategy. This growth hack allowed Hotmail to establish itself as one of the pioneering web-based email services and played a significant role in their success. By the year 2000, Hotmail had more than 60 million users.
Did Hotmail pioneer the “I love you” growth hack?
Contra to popular belief, Hotmail did not pioneer the "I love you" growth hack. It actually doesn't have any specific pioneer or originator. But it has been employed by various companies as a viral marketing tactic to incentivize users to share the service with their contacts.
The use of emotional or attention-grabbing phrases like "I love you" in marketing emails or referral programs is a strategy aimed at leveraging the recipients' curiosity and desire to connect with something positive or sentimental. By tapping into these emotions, companies hope to increase the chances of recipients engaging with the message and subsequently signing up for the service.
Who has used the “I love you” growth hack successfully, other than Hotmail?
While there have been various viral marketing campaigns and tactics used by companies to drive growth, anything similar to a phrase like "I love you" hasn't been a prominent element in those campaigns. But if there has been please contact me on twitter to correct me.
Will the “I love you” growth hack work in 2023?
The effectiveness of the "I love you" growth hack in 2023 might vary. While using emotional phrases like "I love you" can grab people's attention, it may not always work as expected. People in 2023 are much more aware of marketing tactics, due to exposure, and may be skeptical of such approaches. Additionally, spam filters and privacy concerns make it harder for unsolicited messages to reach recipients. So, while the "I love you" growth hack may still have some impact, it might not be as successful as it was in the past.