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A Case Study in Email Marketing Automation

Email marketing automation should be part of your digital marketing strategy. It involves utilising your email software (Mailchimp, Klaviyo, Campaign Monitor, etc) to send emails based on triggers and schedules, streamlining your communication for opportunity, efficiency and personalisation.

For e-commerce, you’d typically create email marketing automation to boost sales through personalised product recommendations, cart abandonment reminders, and timely order updates.

For lead generation businesses, you can nurture your leads with targeted information, segmentation, and follow-ups. When correctly applied, email marketing automation enhances customer engagement and touch points, driving revenue.

We wanted to highlight how we utilised email marketing automation to grow the digital marketing strategy for one of our Melbourne-based clients.

PorterVac is a roof restoration and gutter cleaning business. They have been working with Business Assist since 2013 when they were just a four-person business. When they reached a critical stage where the business needed to achieve substantial business growth to take up a leadership position in their industry, we helped them expand to a 40+ person business. As their digital marketing solutions and online presence developed, they were ready to optimise their sales and marketing strategy to include email marketing automation. And it was felt that this would assist PorterVac cementing their market leadership in gutter cleaning and further enhancing and growing their market position in the roof restoration market.

The plan was to utilise email marketing automation to:

  • further boost returning gutter cleaning customer business
  • assist in following up on roof restoration quotes
  • lead nurturing of new gutter cleaning leads

Gutter Cleaning Reminder email

Gutter Cleaning Due reminder

Generally speaking, houses should have their gutters cleaned every 6 months (it does depend on the house and how many trees are close etc.). However, PorterVac found that their customers (on average) only booked a gutter clean every 16 months.

To address this and reduce the period between gutter cleans for PorterVac customers, an automated Gutter Cleaning Reminder email sequence was set up to trigger the first of a 5-email sequence, 6 months after a customer’s last gutter clean, with 1 email sent every 30 days. The emails were focused on reminding the customers of the benefits of regular gutter maintenance.

Results:

  • Within only a few months, an average of 105 gutter clean bookings per month were received from this email sequence
  • PorterVac Gutter Cleaning returning customer bookings dropped from an average of every 16 months to under 13 months (an increase in frequency of about 20%)

Cold Customer Re-Engagement Email:

a chalkboard saying limited offer

PorterVac had a large database of previous customers that had not booked a gutter clean in the previous 2 years. Earlier attempts of “email blasts” and phone calls to these contacts were unsuccessful.

An automated Cold Customer re-engagement email sequence was set up to trigger the first of a 5-email sequence, 2 years after a customer’s last gutter clean, with one of the 5-emails sent every 30 days. The emails were more “sales focused,” with a discounted promotional offer on gutter cleaning to motivate these customers into more frequent gutter cleans.

Results:

  • Within only a few months, an average of 25 gutter clean bookings per month were received from this email sequence

Gutter Cleaning Lead Nurturing

a chalkboard with 1-2-3-4-5 written on it

A large number of people had engaged with PorterVac; however did not book in a gutter clean. These included:

  • people downloading an eBook
  • people leaving messages on social media
  • people calling for a quote but not booking
  • people submitting their details on the website but not booking

So when someone meets any of the criteria above, it triggers a 5-email sequence sent 1, 7, 14, 30, 60 days after entering the lead nurturing sequence.

Results:

  • This lead nurturing sequence increased conversion rates by 18%

Roof Restoration Quote Follow-Up

a chalkboard that says ‘limited time only’

PorterVac’s Sales team were finding it difficult to allocate enough resources to follow up on roof restoration quotes. When they initially sent a roof restoration quote, it would trigger their email marketing automation software to extract the details of the quote and add the person into a 3-email “quote follow-up” sequence. This sequence would follow up with the customer automatically after 3, 7 and 14 days. Any replies would be automatically forwarded to the salesperson.

An added functionality tracked the IP address of the person, so when the person receiving the quote returned to the Portervac website – an automated email would trigger to the salesperson stating:

“This customer is back on the PorterVac website, and they would likely welcome a phone call regarding their roof restoration quote.”

The customer and quote details would be contained in the automated email.

Results:

  • This quote follow-up email sequence increased conversion rates of roof restoration quotes by 27%
assessing email marketing automation performance

Email marketing automation can enable a business to expand with new customer growth but also increase touch points and engagement with existing customers. It runs in the background, doing the grunt work while you’re focusing on other areas of the business.

PorterVac is an excellent example of how utilising email marketing automation effectively can significantly and positively improve the revenue of your business while working smart, not hard.

How to help your business with email marketing automation

If you would like help, advice, or guidance on your email, whether automated or not, our digital marketing experts are happy to help. And why not sign up for a complimentary 45-minute strategy session – obligation-free?

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Niki Patterson

Business Assist help us with the growth of our business, which is what every business wants, and also it really feels like everyone on the team understands and knows your business well. It’s not just one person, everyone is somehow involved and I appreciate that. Thank you so much for all your hard work in fixing our campaigns. We are all incredibly appreciative.

Jo McMillan

Business Assist were a pleasure to work with as we developed our new website. They were responsive, considered and always sought to provide us with the best possible product at a competitive price. We are very happy with the website they produced for us and have had a lot of positive comments on it. Business Assist is also great with follow up and ongoing support, should we need it.

Dean Burns

We only launched Rent Busters Perth in November 2018, so it is incredible that Business Assist generated over 500 leads for us in June 2020!  They helped us with our branding, market positioning and have since worked very closely with us on developing new offers, headings and campaigns every month. And most importantly we are signing a record number of deals every month!

Business Assist are more like our business partner than supplier and we heavily rely on their expertise and the results they deliver are extraordinary – I can’t recommend them more highly.

Lisa Bywaters

We’ve been working with Steve and the team at Business Assist since 2010.  With an information dense website it’s vital for us that our visitors find the information they need, when they need it. The BA team understand that people search for information in an organic way, that it’s not a linear process. By using their expertise, we now have a friendly, welcoming website that allows visitors to find the information they need quickly and easily. They were also extremely helpful when we transitioned to our new name and new website – with everything from developing a new website that incorporated consumer and staff feedback, to developing an SEO strategy and Google Ads campaigns that helped us retain our past users and attract new ones. They’re a professional, friendly team that takes the time to get to know the needs of your organisation and your website users.

Tony Raunic

A few years ago Hunt & Hunt Lawyers decided to put more resources into our SEO.  We interviewed a number of contractors who all promised their services would be superior.  We were struck by Steve Foura and his team’s preparedness to invest time in learning about what was distinctive about our business and what we particularly wanted to achieve.

We appointed Business Assist to focus on SEO improvements for aspects of our property team marketing including our compulsory acquisition advisory services.

The results have been outstanding with web-based enquiries growing exponentially and, critically, the right prospective clients contacting us and invariably converting into fee paying clients.

We certainly recommend Business Assist highly for any professional services business looking to better leverage its internet presence.

Ultimately, Hunt & Hunt asked Business Assist to develop a new website for our national legal group and we are very pleased with the results.

We continue to work with Business Assist today across various teams as we derive great value from Steve’s practical layman’s advice on SEO.  Business Assist also understand our business and genuinely seem to go the extra mile to add value.

Robert Thorpe

It felt that our previous digital agency was not very engaged with our business – there was a real disconnect.  With Business Assist we feel like we’re talking to the people who are actually implementing the campaign, or at least have a very good understanding of it.  We believe this is one of the main  reasons we saw results happen straightaway – increased new customer inquiries from Australia and overseas. But the other thing we get is great advice from Business Assist about things we can and can’t do from a Digital Marketing perspective. We trust really these guys. The other thing we’re getting is the changes we’re asking to make or services we’re changing, it happens really fast – there’s nothing like a 2 week period of waiting.

Amanda Greer

We’re a small business but we try and behave like a bigger company and Business Assist help us lift that bar. They have helped us get ahead of our competitors. We have a strategy meeting soon where we will develop a 5 year plan and we look forward to Business Assist’s input and planning what we should be working with them on for the next 5 years.  Business Assist have a  really good personable team and they tailor to us – we really like the flexibility. We’re very strategic in what we do and Business Assist helps us enhance our competitive advantage by reacting to opportunities quickly. Our position, interests and needs are well aligned.

Dave Porter

Business Assist are responsible for our new leads coming in. Increasingly, we are becoming more and more reliant on digital marketing as the other avenues are either too expensive or deliver little or no return. So we are extremely reliant on Business Assist.  And they have delivered for us for many years and continue to do so in 2020 where we keep having all-time record revenue weeks! We also really appreciate the team at Business Assist and I’ve always enjoyed working with a company that we feel as though they are really part of our team. We have a very healthy working relationship.

Karl Zimmerman

Since hiring Business Assist to take over our in-house Digital Marketing management, our Google Adwords spend has gone down by 75-80% and our traffic has increased by over 150%. To see such a massive drop in spend and yet an increase in traffic has to be one of the biggest and most impressive things I have ever seen.

Also, compared to what we were getting before, we see Business Assist basically as a free investment with the high returns and the increase in traffic we are getting. Not only that, each time we face any problems, the team gives us much valued solutions, not just ‘yes, we can fix that’ but also different options to choose from.

Business Assist gave us the ability to trust them with our money compared to the other 3-4 companies we had before them. We now can see where our money is going and the returns for it. They also take the time to explain details to us and make sure we are given regular updates. As we grow as a business, we see us growing with Business Assist.

Brayden Cameron

We have been using the Business Assist team since 2013. Coming from a trade background in Roofing & Roofing maintenance and jumping into Digital for all that is involved is a daunting task. We know everything worth knowing about our own trade and Digital is such an unknown area. In turn we were so hesitant because we felt like we were getting ripped off from previous attempts with other agencies and any requests for information or advice would have an extra charge or a feel like such an up-sell. Upon working with the Business Assist team we have COMPLETE clarity around the following:

  • Cost Vs Conversion (analytics)
  • Competitor analysis
  • Our target market and how to attract them
  • Brand Strategy Marketing
  • Social Media
  • SEO & so much more.

Providing these services should be a given for any Digital company – however we have found that it is not. Providing this whilst maintaining honesty and transparency even educating us along the way, whilst not making us feel like idiots because we didn’t know certain terms throughout the process is the real benefit working with Business Assist. We have meetings every week / fortnight with the team to report on every aspect of the business on a digital front. We feel the Business Assist team is an extension of our 40 + family. I think we are really fortunate we found a company that propelled us to grow from 2 staff to 40+ in 7 years – they know our company as if it was their own!