Welcome Series

Intuit

welcome-series

Task

To encourage new customers to purchase product add-ons and upgrades during the ‘honeymoon period’ when they have just started using QuickBooks for the first time.

Insight

Most new customers are unaware of the benefits of additional product add-ons such as payroll, or the customer support services such as ‘live support’. A series of single-minded email propositions, automatically generated and triggered by use of the product itself and sent within the first two weeks of use maximises the conversion potential.

Solution

We developed a series of product and service-specific emails, each creatively adding extra characteristics and capabilities to the QuickBooks box.

Results

The welcome series structure was so successful at up-selling and cross-selling that a second version was created specifically for new customers that had been introduced to QuickBooks via Barclays Bank’s small business support packs.

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