Email Redesign That's Getting the Clicks

Insight

Customers buy QB to process their payments, deposits their money for them, and update their books automatically. BUT they use a competitor to take the payment because they don’t seem to know QB can take payments. This is lost revenue for QB.

Hypothesis

Currently, 60% of Payment signups will GNA in their first 60 days (50% in first 30 and 70% over lifetime). If we create a first-time-use flow both in and out of product, 63% of signups will get to value faster and process their first payment.

Challenge

Make a email V2 that’s better than V1.

Strategy

  • Leverage the V1 content strategy as a baseline for messaging

  • Pair messaging waaaaaay down to reduce cognitive load

  • Up-level payments benefits defined by each experience point determined by where they are in their journey

Outcome

V2 outperformed V1. The “You got paid” email has a 79% open rate during week 1

^Somehow not a surprise

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Email Before And After