Just like ants finding the best route to your pantry, this email marketing case study shows how we at CodeCrew have no problem finding a unique approach to building a client’s email marketing program. Read on and see how we helped HomeTeam spread their wings.
Some of what we’ve achieved so far:
- An average open rate of 62% (and counting), with a high of over 80%.
- Overall click rate of 1.46%.
- A 54.84% YoY increase in unique clicks.
- A 19.26% yearly increase of average click rates.
- Consistently low bounce rates of 0.43%.
- Maintaining excellent performance, even after scaling to a larger audience of around 450,000 subscribers.
The Challenge
Let’s start at the beginning: When national pest control company, HomeTeam Pest Defense, approached us, they had three goals:
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Create a long-term lead nurture strategy for subscribers who did not immediately need pest control.
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Send relevant content to draw attention to seasonal pests that would affect customers and leads throughout the year.
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Empower subscribers and customers by educating them about pest control and ensuring that they understood the potential dangers of each pest.
Addressing these was a vital part of our approach and the key to preventing customer churn, increasing CLV, and converting leads and subscribers into new HomeTeam customers.
Turning Leads Into Customers? Ant No Problem!
The first challenge (that long-term lead nurture strategy we mentioned) required some out-of-the-hive thinking. HomeTeam Pest Defense had a whole segment of email subscribers who were interested in pest control but didn’t require the brand’s services at the time they signed up.
To create a buzz, we crafted email marketing campaigns and automations that informed recipients about HomeTeam’s standout service offering and the importance of pest control.
This included a steady flow of educational content, promotional offers, and helpful information about how recipients could protect themselves from seasonal pests. This way, we ensured that customers remained informed and were engaging with the brand year-round.
Plus, thanks to constant A/B testing, we got to know the HomeTeam audience pretty darn well and, as a result, we were able to craft campaigns and automations that targeted subscribers in an impactful way.
Because of our holistic approach, many leads and non-active subscribers became customers, and many existing customers have expanded their pest control services.
Pest Control 24/7, 365 - The Power of Geographic Segmentation
There’s not much point in warning subscribers about the Arizona bark scorpion’s nesting habits if they live in Florida. So, when it came to crafting relevant, localized content, we focused on sending area-specific campaigns about seasonal pests in each region.
To ensure email subscribers received seasonal updates on local pests, we crafted a strong, data-driven segmentation strategy based on location and pest seasonality. If mosquitoes were buzzing around in Houston in July, we made sure Texan subscribers knew about it.
Segmenting subscribers by location has also been incredibly effective for customer retention. We were able to create campaigns that were relevant to each audience, including existing customers, non-customers, and home builders, while also highlighting the importance of effective pest control during the off-season (usually winter) to prevent churn.
This also allowed us to cross-sell different types of seasonal pest control to existing customers and remind them to re-order their current services so they were prepared for any pests coming out of the woodwork at certain times of the year.
We also segmented existing customers based on how long they’d been using HomeTeam’s services, allowing us to send personalized ‘thank you’ messages from the management team, which helped build stronger relationships and encouraged recipients to continue using HomeTeam for all their pest control needs.
All this worked like a charm – and it’s still working. As you’re reading this case study, we’re still finding new and innovative ways to keep HomeTeam top-of-mind for their customers and leads.
Let’s Get Down to Bee’s-Knees
This email marketing case study of HomeTeam’s program is just one example of what sets CodeCrew apart. We understand that when it comes to sending engagement and ROI through the roof, there’s no one-size-fits-all.
Just like insects adapting to new environments and challenges, we at CodeCrew understand the importance of creating strategy and content that’s specific to your KPIs and the needs of your subscribers.
So, if underperforming emails are bugging you, give us a holler.
