Case Study: Email Marketing for Commercial Roofing
Background:
Reliable Roofing is a commercial roofing company that specializes in flat roofs and metal roofs. They have been in business for over 20 years and have a strong reputation in the industry. However, they have struggled to increase their customer base and generate leads through their website and social media channels. They decided to invest in an email marketing campaign to reach potential customers and increase their sales. Below is an overview of the program and results over an eight month span.
Objective:
The main objective of the email marketing campaign was to generate leads and increase sales for Reliable Roofing.
Strategy:
- Build a targeted email list: SalesDesk used a variety of methods to build a targeted email list of potential customers. They used purchased lists from industry-specific databases, and segmented based on industrial, manufacturing, distribution, HOAs and office buildings.
- Create engaging content: SalesDesk created a series of email campaigns that highlighted value drivers, included case studies, and provided testimonials from satisfied customers. They also included calls to action in each email, encouraging recipients to schedule a free consultation or request a quote.
- Segmentation: SalesDesk segmented their email list based on the type of roofing services each recipient was interested in. This allowed them to send personalized and relevant content to each segment, increasing the chances of them converting into a lead.
- A/B testing: SalesDesk used A/B testing to optimize their email campaigns. They tested different subject lines, headlines, and calls to action to see which ones had the highest open and click-through rates.
Results:
- Increased opportunities: Within an eight month span, Reliable Roofing generated 20 new opportunities or quotes for service and maintenance contracts.
- Increased service revenue: The email marketing campaign generated eight new service contracts for Reliable Roofing. This represented a significant increase of over $100,000 in year one revenue. The lifetime value on those contracts is estimated at a minimum of a half a million dollars.
- Reroofing revenue: As a result of the increased service business, Reliable Roofing converted one of the service contracts into a full re roof contract for $385,000.
Conclusion:
SalesDesk’s email marketing campaign was a success. They were able to increase leads and revenue for Reliable Roofing by $500,000 in an eight month span. They also have seven new clients that will turn to them when a reroof is needed.