Customer communication of all types - marketing, support, and transactional - is essential for keeping audiences engaged with your brand. What happens when different product lines communicate differently? You create customer confusion and email apathy. Join the Intuit Buy Experience team as they discuss how they doubled engagement rates by aligning branding strategies and revamping their 1:1 customer lifecycle communications.

1. 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

2. Overview
1 2 3
Intuit’s transactional
correspondence
redesign efforts and
results
Salesforce Marketing
Cloud services in
support of the work
Q & A

4. Consumers
Small
Businesses
Accounting
Professionals

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

6. 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

7. The Lay of the Land

8. Challenges for transactional email
Billing Systems
Brands Products
Dispersed Teams
Countries Languages
Customer types
(B2B, B2C, Accountants)

9. Solution Toolbox
• Rapid experimentation
• Litmus previews and tracking
• Strong collaboration with Corporate Brand Team, Care, & Marketing
• SalesForce Marketing Cloud Services partnership

10. 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

11. 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

12. TurboTax Results QuickBooks Results
+125%🔺
Clicks-­‐to-­‐Opens
Ra6o
+71%
🔺
Clicks-­‐to-­‐Opens
Ra6o

13. 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

14. 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

15. 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

16. Q&A