I was the lead copywriter for the CRM launch of the all new Credit Karma Plus. As a legacy free brand, launching their first paid product needed to be intentional. We focused on tangible money outcomes, done-for-you benefits, peace of mind and confidence through expertise as our messaging pillars.
We launched with announcement emails for the all new Credit Karma Plus. Then we used targeted sends to lead with one key benefit that would appeal to our potential customers. Our highest performing email delivered a +538% CTR lift vs. the CKM benchmark on email and a 33.3% 30-day activation rate.
Our abandoned cart emails focused on how the membership pays for itself. We designed these as more of a functional message with a helpful tone, while still adhering to the overall brand look for this new service.
We tested messaging for our cancellation cohort including a value message, peach of mind and nonjudgemental support.
