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