• Successfully created an engaging email marketing series that re-engaged over thousands of lost clients
  • Reduced CPL by 43$
  • Improved returning customer rate by offering strategic upsells through the customer life cycle
  • Implemented a detailed online process that successfully scaled through Tax Season
0.43
CPL

The Challenge

Tax Team is a tax preparation and financial services company. Coming off of the Pandemic Tax Team's clients switched to digital tax platforms such as Turbo Tax, H&R Block, etc. This resulted in significant revenue and clientele loss. As tax season approached I was responsible for creating a winning strategy in less than a month.

The Process

At the time my role was Vice President of Marketing and I was directly responsible for auditing and creating marketing strategies for my team and me.


Preparation

  1. We performed an audit of all digital channels to identify low-hanging fruit that can produce revenue
  2. Advised Tax Team to have the staff upsell services such as financial planning, and credit repair to reduce the loss of customers to Turbo Tax.
  3. Gather all internal resources to determine in order of priority what items can be achieved given the short time frame

Plan

  1. Identify segments for self-employed, and W-2 clients
  2. Create a marketing plan for multi-channel acquisition
  3. Leverage and use a 10,000 email customer base
  4. Develop a simple online process to compete with Turbo Tax and other online tax juggernauts

Execution

  1. Created an ongoing list of F.A.Q. and myth-busting questions for email and video content
  2. Created new advertising channels
  3. Created simple online scheduling built with a necessary process implementations
  4. Developed an engaging email marketing newsletter
  5. Optimized website for additional email capture

The Solution

  • Successfully created an engaging email marketing series that re-engaged over thousands of lost clients
  • Reduced CPL by 43$
  • Improved returning customer rate by offering strategic upsells through the customer life cycle
  • Implemented a detailed online process that successfully scaled through Tax Season
Skills Used

Paid Ads,Paid Ads,Web Development,CRO,Email Marketing,Marketing Strategy

Industry

Professional Services

Results by the numbers

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