Project request:
The QuickBooks Self-Employed segment helps business owners with 1-50 employes—a great mix of B2B and B2C comms. As construction companies are a large segment of QB Self-Employed customers, we needed a highly targeted narrative speaking to a very specialized industry.

Objectives:
With so many specific actions within the email, leading customers to a generic landing page would halt in the transactional narrative. My visual designer and I successfully pitched developers and marketers to provide individualized portals for each of the three CTAs in this email — a big ask.

Execution:
My visual designer and I researched Follow Me Homes (direct interviews with QB customers in the construction business), to learn what they valued most. Our findings are reflected in the hierarchy we chose for this email: Easier invoicing, simplicity in picking and setting up contractors, and tracking and invoicing spending.

With a journalistic approach, we created a complementary flow to how a construction business views the day-to-day on the job needs, quarterly ramifications, and long term outlook.

Results:
Still measuring final results and metrics.