H&R Block Mailers Segment Deeply by Tax Status

Share this content:
H&R Block is going after people who have had major changes in their tax status this year with a multichannel marketing campaign.

The direct push by H&R Block, Kansas City, MO, includes 23 million self-mailers dropping through Jan. 15. More than 60 percent of these are going to potential first-time customers, and the rest are aimed at win-back and retention.

"It's really trying to educate the general public that there [are] 441 new tax laws introduced this year [and that] this is the largest tax law change in 20 years," said Heather Warren, strategic planner-direct marketing at Campbell Mithun, H&R Block's Minneapolis-based agency.

Creative execution includes 19 concepts and 99 versions. The targeted universe includes new homeowners, new parents, newlyweds, people who have relocated and parents with college-bound children.

Messaging varies based on the segmented demographic. Calls to action are the H&R Block Instant Refund Anticipation Loan, the Double Check Challenge and the Million Dollar Sweepstakes.

The challenge, for example, invites those who have not previously done their taxes with H&R Block to visit a local office where H&R Block tax preparers will double-check prospects' past returns for up to three years to ensure they have received all the money deserved. A sweepstakes incorporated in that challenge offers participants the chance to win $1 million.

A 60-second commercial airing Jan. 21 will urge viewers to call a toll-free number for details on the Double Check Challenge. H&R Block is using different toll-free numbers to test response to its DRTV spot.

"As a measurement tool, you put a different 800 number on each of the different spots so you can measure back to understand how well each spot pulled in getting calls, every single spot to the point of what network it's on and what time it showed," Warren said.

Another concept tests cross-selling opportunities. Customers who have not used the company's financial advisers for wealth management products will be offered the chance.

The offers are good through tax deadline day, April 15.

Aware that the Internal Revenue Service is encouraging electronic filing, H&R Block is soliciting business for its online filing service as well. The company will send 800,000 e-mails to prospects and promote e-filing in its online newsletter to 1.3 million recipients. E-mails will drop in staggered batches starting Jan. 15. Respondents to the e-mail effort will be sent a follow-up thank-you note once the taxes are done.

This direct effort will work alongside a separate direct mail, radio and TV campaign to target Latinos, a campaign handled by Campbell Mithun sibling Dieste.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above