Tax Time Allies Launches their First Email Campaign

AVG Open Rate Increased by 20%

Customer Profile

Tax Time Allies launched in 2019 to help lower-income families maximize tax filings. Their goal is to educate people on how to get the most out of their income. They’re a group of organizations partnering to help people take control of finances and save money

Click Through Rate

Objective

With launching a new brand, they needed to have a planned approach to building relationships. Tax Time Allies main goal was to leverage email marketing to educate their audience. This audience had not received email campaigns from Tax Time Allies prior.

New Signups

The Personal Touch Engagement Affect

Tax Time Allies partnered with Entreprov to build an email marketing foundation. We started from scratch and built an engagement plan. Before launching Tax Time Allies was not sure about where to start. Entreprov developed a framework for measuring and optimizing email performance.

The Process

1. We started by having a discovery call to identify their target goals and challenges. One of the first challenges was launching campaigns to a cold audience. All the contacts were receiving emails from TTA for the first time. We developed a content strategy plan that expanded until April.

The majority of our plan was educating subscribers about Free tax filing. The other part was about educating the audience on money management. Entreprov built an email marketing foundation. We started from scratch and built an engagement plan. Tax Time Allies was not sure about where to start at the beginning.

They needed guidance on choosing CRM’s and setup We recommended Active Campaign as a CRM. Next, we integrated the CRM with their website for tracking. Entreprov then developed a framework for measuring and optimizing email performance.

The initial email was a simple welcome to introduce the new subscribers and tell TTA’s story. Our initial open rate was around 15 %. One of our main goals was increasing engagement.

2. The next goal was optimizing campaign performance. Optimizing email campaigns is all about launching, testing, and relaunching. Being this is their first campaign it’s a learning experience for us and the client. During the first few emails, we tracked what links were clicked and web pages visited. We wanted to understand what their audience responds to. The data combined with industry knowledge would provide insight.

3. The initial email was a simple welcome to introduce the new subscribers and tell TTA’s story. Our initial open rate was around 11 %. One of our main goals was increasing engagement.

The next goal was optimizing campaign performance. Optimizing email campaigns is all about launching, testing, and relaunching. Being this is the first campaign a learning experience for us and the client. During the first few emails, we tracked what links were clicked and web pages visited.

What we found was the audience had an interest in how to file for free and max out their refund. We modified our upcoming campaigns based on past campaign data. We modified the links to the highlighted text. We tested adding additional buttons.

Campaign Results

Before working with Entreprov, Tax Time Allies had never sent an email campaign. They didn’t have a CRM or email marketing roadmap. There was no attention focused on building relationships with email marketing.

As a result, we set up their CRM and helped them launch their first campaign. The first launch was an 11% open rate. Within the first month, our open rate skyrocketed to 29.9%. Almost 20% increase in open rates. The click-through rates remained decreased from 2.04% from 2.06 but we doubled in contacts signed up.