SOURCE: StrongMail


November 09, 2009 08:00 ET

Zecco Generates 14% Lift in New Account Acquisition With StrongMail Influencer

StrongMail Enables Leading Online Trading Site to Generate Thousands of New Accounts With an Innovative Viral Referral Campaign Leveraging Social Media

REDWOOD CITY, CA--(Marketwire - November 9, 2009) - StrongMail, the leading provider of online marketing solutions for email and social media marketing, today announced that Zecco Holdings, Inc. (, an online investing site widely known for providing free stock trading* through its subsidiary Zecco Trading, has achieved a 14 percent lift in new account acquisition with StrongMail® Influencer™. StrongMail Influencer creates an interactive experience that motivates recipients to share while providing marketers with in-depth data to identify and target their biggest influencers.

"I've been extremely impressed with StrongMail Influencer's ability to motivate Zecco customers to refer their friends, which has resulted in thousands of new accounts," said Gabriel Dalporto, Chief Marketing Officer of Zecco Holdings. "Word-of-mouth referrals are a large and important source of growth in our business. StrongMail Influencer provides our customers an easy, engaging and interactive way to earn rewards by sharing our offers with their friends and colleagues."

Founded in 2006, Zecco's reputation for providing free online stock trades* has enabled it to quickly acquire more than 170,000 trading customers. In addition to stock and options trades, Zecco's customers also benefit from powerful analysis tools, great customer service and access to ZeccoShare, a ground-breaking online financial community for sharing investing ideas with other traders. In order to improve the customer sharing experience for its valuable customer base, Zecco decided to upgrade its existing referral campaign with the help of StrongMail Influencer.

StrongMail worked with Zecco to create a viral referral campaign that would motivate website visitors to refer their friends by offering them one of three different incentives -- $75 cash, 20 free trades or a $75 Amazon gift card -- through its Zecco Friends program.

Performance data

Zecco experienced a large increase in referral accounts immediately after upgrading to StrongMail Influencer from their old referral platform, and this growth continued in subsequent weeks. The campaign launched on July 20th, and saw a 107 percent increase in account applications in the week that followed, compared to the previous week. The sustained lift in referral accounts represents a 14 percent increase in new accounts volume compared to the four weeks prior to launch.

In addition to new accounts, StrongMail Influencer prompted nine percent of visitors to ZeccoShare to become influencers for the brand, with 85 percent referring friends via email and 15 percent via direct integration with websites and social networks. While more people shared via email, posting to social networks generated 2.5 times as many clicks.

StrongMail Influencer quickly became Zecco's lowest cost-per-acquisition channel. Also notable is that the improved referrer self-service tools resulted in a reduction in call center volume versus their prior referral program, which had no noteworthy effect on call center volume. StrongMail Influencer also offers a complete suite of research and reporting tools for easy data access, which simplifies and improves the overall usage experience for Zecco's customers.

"The success that Zecco has had with StrongMail Influencer demonstrates how easy it is for marketers to extend the reach of their existing campaigns into social media," said Kristin Hersant, director of corporate marketing for StrongMail. "Zecco was able to quickly boost the performance of an existing referral campaign and successfully mobilize their strongest brand advocates to spend their 'social capital' on Zecco's behalf. This program shows that when marketers leverage the right technology in conjunction with the right offer, social referral programs can drive the lowest CPA of any acquisition channel."


In the four weeks prior to launching StrongMail Influencer, The Zecco Friends Program generated an average of 8 percent of all new accounts. Immediately after launching the StrongMail Influencer, word-of-mouth acquisition began to grow. After averaging 34 percent week-to-week growth for seven weeks, the Zecco Friends Program reached 17 percent of all acquisition in the first week of September 2009.

Zecco generated a 14 percent lift in new account acquisition with StrongMail Influencer. The baseline was established by averaging acquisition from the Zecco Friends Program over the four weeks prior to launch. In order to establish a point of comparison against the baseline. They then took another four week average of referral acquisition one month after program launch. The difference represented a 14 percent increase in overall baseline acquisition. Examining only accounts tracked to a specific marketing channel, the lift in new accounts attributable to StrongMail Influencer rises to 30 percent.

About Zecco Holdings, Inc.

Zecco Holdings ( is a leading online investing website that offers access to free stock trading and low-cost options trading through its wholly owned subsidiary, Zecco Trading, Inc., member FINRA and SIPC, and foreign exchange trading through its wholly owned subsidiary Zecco Forex.

*Zecco Trading account users receive 10 free equity trades per month when they maintain a minimum net equity of $25,000 or execute 25 total trades, $4.50 per trade otherwise. Zecco Trading, Inc. provides self-directed investors with discount brokerage services, and does not make recommendations or offer investment, financial, legal or tax advice.

All forex products are offered through Zecco Forex, Inc., which acts as an introducing broker to GAIN Capital. Accounts are held and maintained with GAIN Capital which serves as the clearing agent and counterparty to trades. GAIN Capital Group, LLC is a registered Futures Commission Merchant (FCM) and a member of the National Futures Association (NFA # ID# 0339826).

To learn more about the Zecco Friends Program visit

About StrongMail Systems, Inc.

StrongMail's online marketing solutions for email and social media enable businesses to reach, engage and influence their target audience using the most powerful channels available to marketers today. StrongMail gives email marketers the control and support they need to improve campaign performance, boost deliverability and lower costs, while also leveraging the power of social media to extend the reach of their campaigns and brand to new audiences. Combining an easy-to-use email marketing application, high-performance delivery system, viral-marketing tool, social media integration, and a wide range of deliverability, strategic and supporting services, StrongMail makes it possible for companies with all levels of resources and expertise to take advantage of its proven solutions. Headquartered in Redwood City, CA, StrongMail's clients include global leaders across virtually every industry. To learn more about StrongMail, please visit or follow us online at or