how intuit turned transactional emails into quick customer wins
TRANSCRIPT
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How Intuit Turned Transactional Emails Into Quick Customer Wins Rian Lemmer, Senior Business Analyst for Intuit, @RianLemmer Misty McDaniel, Manager, Southwest Programs for Salesforce Sultan Siddiqui, Director, Customer Success for Salesforce
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Overview
1 2 3
Intuit’s transactional correspondence
redesign efforts and results
Salesforce Marketing Cloud services in
support of the work
Q & A
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Consumers Small Businesses
Accounting Professionals
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MISSION:
To improve our customers’ financial lives so profoundly…they can’t imagine going back to the old way
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Buy Experience team Identifying opportunities for customer delight
• Program Goal: Leverage email to reduce contacts, increase retention
• Vision: Customers spend their time using our products, not thinking about how they pay for them
• Big Data, Big Insights: Metrics were being drastically underutilized
• Experimentation: Used small A/B tests and rapid experimentation to test design changes with real customers in production
• Collaboration: Used findings to get buy-in from product & marketing teams
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The Lay of the Land
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Challenges for transactional email
Billing Systems
Brands Products
Dispersed Teams
Countries Languages Customer types
(B2B, B2C, Accountants)
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Solution Toolbox
• Rapid experimentation
• Litmus previews and tracking
• Strong collaboration with Corporate Brand Team, Care, & Marketing
• SalesForce Marketing Cloud Services partnership
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Rapid Experimentation A/B Testing Benefits
• Rapid real-time results on small population
• Allowed the ability to change one variable at a time:
• content, links, buttons, subject lines, branding, pre-headers
• Gave insight into which metrics were most valuable
• Results informed our design guidelines
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Redesigned transactional correspondence Mobile
Mobile-Responsive content stacks to fit
Call to action always ‘above the fold’
Self-serve button call to action
Consistent help link
Consistent sign-in link
Message Label and Critical info at the top
Desktop
Consistent branding
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TurboTax Results QuickBooks Results
+125%🔺 Clicks-‐to-‐Opens Ra6o
+71% 🔺 Clicks-‐to-‐Opens Ra6o
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Desktop Mobile Desktop Mobile Desktop Mobile
Opens Clicks CTOR
Tax Season YoY Platform Engagement Comparison
Feb - Apr 2014
Feb - Apr 2015
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SFMC Services Contributions
Role Program Impact Operational Inputs
Technical Producer
Improved mobile experience by expanding rendering from 30% to ~100% on all device platforms
• HTML code assistance • AMPscript solutions for templates
Technical Architect
Dramatically reduced the number of content files 92%, from 550 to 6, by integrating Data Extensions
• Advanced SFMC application configuration
• Efficiency with data feeds tables • API feed enhancements consultation • Custom reports development
Program Manager
Projects tracked 100% on time • Main POC for success of Program
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Summary
1 2 3
Transactional correspondence is critical to customer
engagement
Let experimentation guide your design
Communication guidelines are key to consistent, scalable,
successful interactions
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Q&A