Firstly we determined what Peter’s goals were and what he hoped to achieve from the email campaigns.
We broke down his goals into several areas:
• To retain previous customers and enable repeat business
• To update customers about new services / projects / offers
• To convert new subscribers to customers
We had a look at the list of people that were being sent emails. We then split them up into several categories based on their engagement and buying habits.
The plan
We initially decided to focus on past customers to encourage repeat business because they are already familiar with Fresh Look and knew the level of service to expect.
Retargeting
We wanted to set a series of emails that were based on the actions the recipients took. We wanted the end result to encourage the subscriber to pick up the phone and call Peter for more information.
First email
We sent them a newsletter updating them with new projects that the team had worked on which were based around home office conversions – very relevant during the lockdown!
Second email – to interested customers
We knew that customers who opened the email and clicked to view a project online were curious so we followed up with a second email about home offices in further detail.
We included a strong call to action that provoked ‘Fear of Missing Out” by emphasising there were only a few slots available for the remainder of the year and to give Peter a call for more information.
Second email – to customers who opened but didn’t action
We sent a slightly different message to customers who had opened the first email but not clicked. Perhaps they weren’t interested before or maybe they didn’t have enough information. So this email contains more information they may need such as time / costs / benefits.
Third email – to very interested customers
To people who had engaged with the second email but not yet made the step to contact Fresh Look we then sent a third email reminding them of the benefits of a home office and an option to book in their informal call.
Results
Peter received 8 calls in total all from people who were considered warm leads and had a genuine buying intent. From those 8 calls, he went on to secure 3 jobs which more than covered his investment of the email campaign.
