When the Google email service was initially offered, it largely relied on referrals to recruit new subscribers. The gmail invite works by providing certain email memory allocations that can be given to the contacts of a new subscriber. The main sales pitch used was the excellent spam filter. Users were promised that they will get very minimal junk mails in their inboxes. As the spam filter is being trained, the junk mails will eventually become zero. Another selling point was the high amount of memory allocation. These are excellent selling points considering that the Google email service is for free. Other excellent features of Google mail include automatic email forwarding and built-in chat program. Users can directly chat with online contacts from their email page using viral friend generator and users can also invite their gmail contacts.
The gmail invite marketing model was very successful that millions of new subscribers were recruited within a relatively short period of time. Virtually all of these new subscribers already have existing email accounts but they still opted to use gmail as alternative email account. This is perhaps partly because of the fact that a Google email account is also required to avail all other services of Google such as Blogger.com, Adsense, and Googlepages. Using Google email also provided anonymity to users who otherwise do not want their main email account to be known to others. The email forwarding feature of gmail allows users to forward emails from their gmail to their other email account through viral friend generator.
The gmail invite marketing model is an excellent model that can also be used in ordinary commercial websites. The strategy is simple enough to be imitated in some forms. It is actually a type of viral marketing wherein, the propagation of product awareness relies on social networks. However, as shown by this marketing model, a similar campaign can only be truly successful if it is highly innovative in solving some of the problems of the target market.
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