Mirror is a social discovery platform that helps people create a mosaic of who they are—by showcasing their best qualities, interests and unique traits—in order to connect with others for dates, activities, and even jobs. Mirror users build their online reputation and searchable tag cloud using their existing network of friends and family to endorse their unique qualities. It’s both LinkedIn and Craigslist for the next generation. Mirror’s mission is to make connecting with those you don’t already know easier and more meaningful.
When Mirror opened their doors a year ago, they already knew that email was one of the pillars that would drive the success of their platform. They were already familiar with the challenges of email deliverability and sought out a solution that would be able to handle the millions of emails that would flow through their platform every month.
As a start-up, they wanted an affordable solution that had the flexibility to scale as they grew over time. They also needed a completely outsourced solution since their small team of in-house developers was wholly focused on building and improving the Mirror platform. Moreover, it had to be able to support their unique process of verifying users and continuing the communication flow from sign-up to verification and through to platform messaging, interactions, and user-to-user double-blind communications.
Based on past successes and their key requirements, Mirror decided to outsource their email deliverability to SendGrid. They knew that SendGrid’s APIs would provide the tools they needed to simplify their operations.
SendGrid easily integrated with their proprietary system and enhanced their ability to streamline their verification process that requires new users to provide accurate email, mobile, and social data to prove their identity. This information is verified by a proprietary algorithm that scores the user for either approval or rejection. Using SendGrid’s Web API and the Parse API, Mirror is able to identify IP addresses for each user and automatically test the validity of each email address. This information combined with SMS and social data help Mirror isolate illegitimate users.
In an effort to better allocate resources, Mirror was also able to transfer the creation of their monthly newsletter from their developer to their in-house designers and marketing team using SendGrid’s Newsletter application. The Newsletter app is easy to use and requires no programming experience. Using templates, they can quickly customize emails, perform A/B testing, import lists, and check for spam signals.
Additionally, access to key delivery and response metrics for each campaign allows them to better customize their communications to targeted segments of their file.
Today, Mirror sends approximately 300,000 emails per month to users who want to connect with people who have similar needs and interests. Given the rapid growth of Mirror’s user base and the expansion of their product set, their monthly emails sent through SendGrid will easily rise to the millions in the foreseeable future. These emails serve many functions—they send verification, invitation, and activity notifications, confirm sign ups, promote Mirror’s offerings, and connect users with one another. Today, Mirror enjoys a 95% delivery rate and is now looking to expand their email program to international territories and to those who connect via other social platforms.
As a deliverability partner, SendGrid actively works with them on following email best practices to maintain and improve their delivery rates. SendGrid serves as an extension of their in-house team, and is available 24/7 by chat and email to provide a high level of support and interaction to ensure Mirror’s emails get delivered.