How Intuit Turned Transactional Emails Into Quick Customer Wins

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

Overview

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Intuit’s transactional correspondence

redesign efforts and results

Salesforce Marketing Cloud services in

support of the work

Q & A

Consumers Small Businesses

Accounting Professionals

MISSION:

To improve our customers’ financial lives so profoundly…they can’t imagine going back to the old way

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

The Lay of the Land

Challenges for transactional email

Billing Systems

Brands Products

Dispersed Teams

Countries Languages Customer types

(B2B, B2C, Accountants)

Solution Toolbox

•  Rapid experimentation

•  Litmus previews and tracking

•  Strong collaboration with Corporate Brand Team, Care, & Marketing

•  SalesForce Marketing Cloud Services partnership

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

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

TurboTax Results QuickBooks Results

+125%🔺  Clicks-­‐to-­‐Opens  Ra6o  

+71%  🔺  Clicks-­‐to-­‐Opens  Ra6o  

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

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

Summary

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Transactional correspondence is critical to customer

engagement

Let experimentation guide your design

Communication guidelines are key to consistent, scalable,

successful interactions

Q&A