INCREASING VALUE, FOR A POPULAR PLATFORM.
Transforming Intuit’s small business email platform to be more effective
When Intuit created Demandforce, their ad-tech platform for small businesses, they still needed compelling and strategic creative that would increase appointments and keep customers engaged year-round. Because small businesses aren’t marketing experts, they approached us to create a year-long calendar of agency-quality content (both design and copy) to feed their platform. After an intensive research phase, we created turn-key marketing solutions–including unique content, strategy, and creative–for over a dozen verticals all the way from automotive to nail salons.
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Not only did we study up on industry white papers and trade publications, but we also hit the pavement to talk to individual business owners in each vertical, learning about their specific industries, their most popular promotions, and high and low seasons.This helped us create a strategic calendar of promotions and other value-added content to deploy over the course of a year.
- NEW YEARS
- PRIMARY CARE
- SPA & SALON
APPLYING BEST PRACTICES FOR EMAIL, PER INDUSTRY
We then devised a calendar of email interactions that would keep them relevant to their customers, but never an irritant.
With a clear understanding of Intuit’s small business audience, we developed a multi-layered content strategy to help them engage their customers with scheduled content that educated, entertained or provided value to their customers. Industry research revealed unique insights into seasonal, service-based purchasing tendencies for customers in every vertical. We leveraged those insights to create compelling pieces of content that helped consumers stay smart, and induced them to pay a visit to their providers even in the off-season.
ANATOMY OF AN OFFER
Our UX for promotional emails was designed to induce readers to action, providing an immediate understanding of the offer and the value it provided. These templates were also flexible, allowing clients to customize their offers and their copy according to the needs of their own business needs.