How MovingWaldo Grew Revenue and Optimized Messaging

The challenge: Monetizing and optimizing messaging for their 3 audiences

MovingWaldo serves several groups, both B2C and B2B. They first built their B2C audience—the end users of the platform—organically, collecting contacts who signed up for the free address change service. They now send campaigns in French and English to thousands of subscribers, but back in the beginning, building revenue from their growing audience was their first priority.

MovingWaldo also communicates with B2B audiences. The company needed a way to organize the vendors who pay for referrals on the platform—the service the vendor provides, their contact information, and their spend, all drivers for how to speak to them. In reference to the vendors, Philippe says, “It was a bit challenging for us to manually enter all of them, one by one, and include everything you need to know about them in the system. It made no sense.”

They also communicate with realtors who make referrals to MovingWaldo’s platform and earn commissions. These realtors all have an affiliate link they can use to drive traffic to MovingWaldo, but they often forget to use it.

The tools: Mailchimp email, segmenting, automations, A/B testing, and the QuickBooks integration

That initial B2C email list they built? They were able to meet the needs of the audience by creating sponsored newsletters with moving tips, tricks, and products. “That's what we love about Mailchimp,” Philippe says. “It was there at the beginning when we needed it to generate revenue, but it's still here to not only support our user journey, but also, it pays for itself as it generates revenue for the business.”

MovingWaldo currently sends more than 100 automations, which include resending realtors their affiliate links with every newsletter, and automatically segmenting their audiences based on whether customers visited MovingWaldo’s French or English website. The company also uses A/B testing based on the customer’s move date to determine what kind of content resonates, and what doesn’t.

MovingWaldo now has a large enough audience of B2B clients buying referrals that they want to share more news and updates with them. They already used QuickBooks for their accounting and Mailchimp for their marketing efforts, so they started using Mailchimp’s QuickBooks integration in April of 2022 to seamlessly integrate their data between the products and to segment their B2B audiences. For instance, they can see if there’s a van company spending $2,000 in referrals versus one spending $100, or determine if one product drives more referrals than another. This lets them use their QuickBooks data in a way that helps them pre-qualify vendors, and then market to them more effectively using Mailchimp, all in one place.

The results: Growing engagement, optimizing content, and saving time

MovingWaldo uses several tools within Mailchimp, and A/B testing is a big part of how they determine which email to send, who to send it to, and when to send it. They provided a look at 2 of their campaigns to show how they use the A/B test data to help optimize their messaging.

The future: More QuickBooks, more personalization

But as the company grows, MovingWaldo wants to use the integration to make deeper connections with their customers by sending more personalized messages. “The tonality is so different when you talk to a moving company owner in New York than when you talk to an internet provider executive in Toronto,” says Philippe. Using Mailchimp and QuickBooks together can not only help tailor messaging more effectively, but also can help them to serve all their customers better. More vendors and more referrals could mean more help for the end user when they’re moving, and in turn, more revenue for MovingWaldo.

Bring Mailchimp together with QuickBooks and see all your invoice and marketing data together, all in one place—helping make campaigns more effective. Get the integration now.