Project request:
A new and exciting product, the GoPayment app gives customers the freedom to execute business anywhere—all from their phone. With GoPayment, they can:

• Access to up-to-date business figures
• Send invoices and receive payments
• Get paid without invoices
• Track deposits, cash flow, and inventory

Objectives:
GoPayment was made for all QuickBooks customers. This email needed to impact all small and mid-sized business.

Execution:
We opted for feature-rich content, addressing more overarching themes like “new”, “more freedom”, “faster”, and “easier” high up. Then, taking a journalistic approach, backed up our claims with specifics throughout the emails.

Our stakeholders pushed hard to include more live-action shots of customers “being mobile” and “doing business on the go.” We suggested that since this is a new product—one customers would be seeing on their mobile devices—screenshots of the product on mobile devices were imperative to include. We also utilized buttons to make the GoPayment features actionable.

Results from marketer:
“We achieved our baseline success metrics with +516 incremental unique debit cards added (~25%, vs +393 defined as success) and +414 incremental unique merchants transacting (~+30%, vs +380 defined as success). The email also performed well with a 7-day 37.5% open rate and a 4.0% CTR.”