Etsy x Intuit: QuickBooks + TurboTax Comms

Let’s face it. No one likes doing taxes — especially when you’re a small business owner. That’s why Etsy has teamed up with Intuit (the good folks who run TurboTax, QuickBooks Small Business and QuickBooks Self-Employed) to make our sellers’ tax lives easier.

I received a brief from product marketing outlining value props for each level of service and translated those value props into clear and compelling copy.

Goals

●      Encourage sellers in Mexico to include their RFC ID on their profiles (Sellers can add their RFC ID under Shop Manager > Finances > Taxpayer ID)

●      Inform impacted sellers that there are upcoming regulatory changes that will impact the fees they pay

KPIs

●      >20% view to click rate

●      <2% contact rate for support

●      RFC ID collection %/ reduced tax burden

Results

●      The work has made a significant difference in the amount we will have to pay the Mexican tax authorities. In 1 week, the amount that Etsy has to pay the Mexican tax authorities has decreased by $700K! Reduced by another $270K the week after reminder comms deployed.

●      Shop Advisor Card engagement: 33.95% view to click rate/ 2.88% click rate [benchmark: 2-3% view to click rate → 20%+ for tax initiatives]

●      Email engagement: Unique Open Rate: 23.38% / Unique Click Rate: 4.11% [benchmark: 16% UOR, 1% UCR]

Support volume: 23 tickets ; 0.03% support contact rate; much of this volume had to do with bugs where sellers could enter their RFC IDs