Spring Into Tax Season: Engage Your Audience with Personalization

As tax season ramps up, financial services brands have a prime opportunity to build customer trust. Between the OCC in the U.S. pushing for more financial literacy and the UK Chancellor hinting at possible ISA changes, many households are grappling with financial uncertainty. This is where brands can provide clarity and peace of mind by keeping customers’ individual needs front and center.

With the right personalized approach, you can strengthen customer relationships and keep engagement high beyond tax season. Let’s dive into how you can create campaigns that not only guide your audience through tax season but also set them up for financial success.

‍

Personalize to Build Connection

Customers don’t want to feel like just another number in your database. To build lasting connections, learn their unique needs and goals. Using zero-party data—information customers willingly share—helps you segment your audience based on interests or financial situations. This creates a more meaningful connection and keeps customers captivated, especially as they revisit their finances post-tax season.

Try this: Incorporate a quick poll into your campaign to gauge how customers are feeling about tackling their taxes. Based on their response, retarget them with relevant resources or solutions to make their filing experience easier and more efficient.

‍

Simplify Messaging

Tax talk can get confusing fast. The UK’s Financial Conduct Authority has been doubling down on Consumer Duty to make sure people receive clear, straightforward information—and your brand must do the same. As tax season reaches its peak, customers are seeking clarity, and many are turning to platforms like TikTok for simplified financial advice.

Try this: Keep things simple. Instead of bogging your audience down with jargon, offer concise, easy-to-read summaries. Personalized infographics or bullet points are perfect for breaking down complex financial information into digestible tidbits, helping clients feel confident and informed.

‍

Empower Through Education

During tax season, customers are looking to make smart financial moves. You can position your brand as a trusted partner by offering valuable resources that help customers navigate their financial journey. Think webinars, blogs, or interactive content that empowers customers to make informed decisions.

Try this: Create a series of blog posts or video tutorials that address common financial questions. Weave these educational materials into your emails and mobile content to ensure your audience feels supported as they take next steps with their finances.

‍

‍

Create Urgency

Tax season doesn’t have to be stressful. And in TurboTax’s case, it can feel like an exciting race to the finish line. With their gamified RaceMode emails, TurboTax adds a personalized countdown timer alongside the customer’s first name, turning the task of filing taxes into a fun, time-sensitive race.

As the clock ticks down, the urgency increases, encouraging customers to finish their tax filing before the deadline, all while keeping things light and engaging. This tailored email helps customers stay on track without feeling overwhelmed.

Adapt and Thrive

With tax season pressing on, these strategies will keep your campaigns fresh and engaging, ensuring your customers stay connected long after the filing deadline. 

Ready to boost your campaign’s success? Explore the resources below for more ways to build lasting loyalty.

‍