Product Abandonment Email
Audience: Business Tax Users
CHALLENGE
Users abandoning product at checkout
Last tax season, TurboTax faced a challenge: business tax customers were abandoning its product at the final checkout stage due to sticker shock and a desire to shop around before committing to purchase.
Our team was tasked to create a series of targeted emails to reengage the customer and return them to the product by highlighting TurboTax’s guaranteed promises and reasons to believe:
Maximum tax savings guaranteed
100% accurate calculations
Free audit support
SOLUTION & MY ROLE
We created a email campaign to reengage users after drop-off by emphasizing TurboTax's value and key benefits.
As the lead copywriter (alongside the team's Graphic Designer and Creative Director), I strategized and wrote copy for the campaign, creating clear, compelling, and personalized messages to remind customers of their progress and to "re-auth", or log back into the product to finish filing.
Once complete, I presented the copy directly to the client, explaining the copy strategy behind each piece. The client was thrilled with the campaign and eager to launch it.
