This program is based on the knowledge that buyers who renew the QuickBooks Enterprise (QBES) Full Service Plan (FSP is a value-added plan that is included free the first year of ownership) are more likely to be retained by QBES. In an effort to capitalize on that, IM Partners was tasked with developing a campaign to increase this renewal by 10-15%. A four-part email series was used to educate the target about the features and benefits of QBES and the FSP, and to deliver offers designed encourage full engagement with the product. Respondents were driven to a QBES Resource Center to download the offer and for more information about QBES.
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