Case Study: Email Marketing
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a company's email ROI 4,000%
From Zero to Hero: 4,000% ROI in 6 Months
Incline Marketing provides digital marketing solutions for multiple Zerorez franchise locations across the United States in the areas of SEO, Google Ads, Email Marketing, Website Management and Market Research. This case study focuses on the Email Marketing solution that Incline Marketing provides for the Zerorez Austin, TX location.
The Zerorez Austin, TX franchise location was facing a challenging environment when trying to come up with an effective solution to reach out to existing customers who had used them previously for carpet cleaning services. Phone calls were not producing successful results, as they found it difficult to get customers to even answer their initial calls, let alone return their messages. Direct mail had a high upfront cost associated with printing and mailing to homes, producing results equally as challenging as with phone calls. Zerorez Austin, TX needed a solution that would enable them to communicate directly with their customers in a cost-effective manner that would ultimately result in new bookings and increased revenue.
Zerorez Austin, TX reached out to Incline Marketing after hearing from multiple franchises of the success they experienced working with Incline across multiple digital channels. After an initial meeting, Incline Marketing quickly identified a multi-faceted approach, with email at the center, to reengage with previous customers to drive new bookings. Leveraging a life-cycle based methodology, Incline Marketing identified key segments of their customers and created different messaging strategies and cadences to communicate with customers through the email channel and drive them to contacting Zerorez through phone and online booking. This approach incorporated proven email best practices for content and call to action, along with user behavior, to drive the desired outcomes.
Based on Incline Marketing’s approach, Zerorez Austin, TX experienced superior results. During the first five months of 2019, Incline Marketing delivered a total of 175 phone call leads (greater than 60 seconds in length), and 177 online form submissions. Incline is extremely diligent in distinguishing between phone call conversions and online form leads so as to remove any chance of double counting booked jobs. As such, the groups of phone call leads and online form submission leads are mutually exclusive.
In total, 352 leads were generated by Incline Marketing through their email marketing solution to Zerorez’s current customer base. Based on actual leads that converted to paying jobs, Zerorez Austin, TX booked and completed $71,385 in incremental revenue from these efforts, experiencing an ROI of over 4,000%.
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