Mailchimp
PROJECT
QB Cross-sell
TOOLS
Figma, Photoshop
DURATION
3 months
year
2024
Project Context
One of the key business objectives of Mailchimp was to reach 150K paid mutual Intuit Mailchimp and QuickBooks customers globally, and 7 million SMBs (small to midsized businesses) were identified that pay for either Mailchimp or QuickBooks, but not both.
In the US, 82% of Mailchimp customers knew little or nothing about the products and services QB offers and 74% were not aware that Mailchimp and QuickBooks are owned by the same company, but according to the research, Mailchimp customers have expressed needs around payments, invoicing, and bookkeeping.
Primary Goal
To drive Intuit Mailchimp customers to subscribe to Intuit QuickBooks by building awareness of QB offerings, demonstrate the connection with Mailchimp, and provide tangible benefits that save the customer time and money.
How Success was Measured
Success was measured by analyzing the lift to QuickBooks subscriptions and account activations as well as looking at the number of mutual Mailchimp and QuickBooks customers. The secondary objectives that were analyzed were account integrations, retention, campaign performance, and email performance metrics (Open rate, Email CTOR, Unsub rate).
Deliverables
- 3x Emails versioned for 4 geos (US, UK, Canada, Australia) | Total of 12 emails when including localization needs
Challenges
- Juggling the localization needs between the 4 geos with 4 different timezones and stakeholders proved to be difficult. Overcommunication and compartmentalizing the info led to alignment across the stakeholders of the project.
- Communication and feedback was fragmented across channels (Slack, Figma, Email) which made it difficult not having one source of truth.
- Getting up to speed with the QuickBooks product in order to create mockups and UIs for the emails was a steep learning curve.
Results
- 57% improvement in CTOR from 1.72% to 2.7% (target for project was a 10% lift or 1.72% to 1.89%).
- Significant Mailchimp upgrade lift in US and UK which saw a 132 and a 169 upgrade lift, respectively.
- Upsold 87 current Mailchimp customers to include QuickBooks in their business operations.
©2024
