Tax Returns

Posted on by Chief Marketer Staff

Jackson Hewitt Tax Service is looking to garner response rates as high as 65% to a five million piece direct mail campaign this tax season.

In a departure from past practices, the Parsippany, NJ firm broke out its customer base into about 30 different segments, each of which received a different version of the mailing, says Teresa Bajos, senior director of database marketing and research.

Mailings went out to lists ranging in size from a few thousand names to several hundred thousand. The targets were current and former customers of its tax centers, many which are located in Walmart stores.

“We dug deep into our customer database and tried to get a better understanding of the patterns that were surfacing, and put people into segments to allow us to send more timely, relevant and meaningful messages,” she said. “[For example,] if we were going after married people, [the mailings] might show visuals of couples holding big checks,” she remarks.

“We tried to look at customers who are staying with us and what seems to be similar about people who are leaving us,” she continues. “We looked at when people are filing and what seemed to be similar about filing at different times of the year. And we completed several studies about old customers and were able to overlay those findings onto our customers as well.” The direct mail campaign used a lot of self-mailers and postcards, each of which used the call to action of toll-free 800 numbers and the Web address JacksonHewitt.com.

“We’re believers in traditional direct mail,” Bajos says.

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