Nuts & Bolts - Case Study: QR Codes, PURLs Net Big Returns for AICPA
AICPA segmented this remaining list three ways based on job roles. That information, already available in the AICPA membership database, allowed different messaging to be sent to sole practitioners, accounting firm partners and uncategorized CPAs.
But, while Prompt was ready to mail in December, the checklists slated for the landing pages had to wait for a decision on the extension of the Bush tax cuts. Campaign literature finally entered mailboxes on Jan. 15.
From there, AICPA deployed five emails—removing landing page visitors before each send. On the landing page, checklist downloads were the most popular action, followed by section join-ups and, coming in a distant third, participation in the Netbook contest.
In the final evaluation, the main thing McClamroch says he'll do differently next year is start the campaign earlier. Of course, that's only if the tax laws decide to cooperate.