Project One - Jackson Hewitt
Overview
Jackson Hewitt is a tax service provider established more than 40 years ago. I was employed there as the Senior Marketing Automation Manager from 2018-2021.
Case Study - Time to File
At Jackson Hewitt Tax Services, I was challenged to come up with a retention-based lifecycle journey as previous email communications were sent on an ad hoc and as needed and reactive basis.
After analysis of our database, I found that a majority of existing customers were filing their taxes within ~3 weeks of filing their taxes in the previous year.
I then decided to kick off communications to the full retained customer database, 3 weeks from their previous tax filing date. This was called the “26 Day Time to File” campaign (TTF).
It kicked off a series of 10 emails that varied in timing and content based off behavior and customer persona.
Our BI department gave us raw data, so we had the date that the customer had filed taxes for the previous year and used this to calculate a projected date for filing taxes in the current year.
Calculation: Previous year + 365 Days = Current Year Date Projected for Tax Filing. (Date Time Stamp).
I then used an evaluation step on the campaign flow to see IF TODAY = Current year Date Projected for Tax Filing. This was the trigger for the campaign to activate.
Customers past their date that they were projected to file already would flow into a different more urgent campaign, whereas customers who were not at 26 days yet, were put into this Wait step until they reached 26 days, upon which their emails would be triggered.
I used dynamic content and personalization for the email series such as displaying their closest store to make their appointment or displaying imagery relevant to their financial situation (e.g. image of someone in fatigues for military)
Results
Improved customer retention by 15%
Reduced churn by 20%
