building stronger client relationships
Here’s how we revamped a commercial roofing client’s email marketing and sales team strategy.
email marketing strategy & development | audience segmentation | sales team training
Our commercial roofing client, known for their quality work and word-of-mouth referrals, faced a challenge: they lacked a formal email marketing strategy and were missing opportunities to foster long-term relationships. The company was focused on one-off sales rather than nurturing ongoing client connections. As a result, they were not gaining consistent clients and the team felt disconnected from client interactions. They sought our expertise to help shift their approach and establish a structured email marketing strategy that communicated value beyond just the sale.
how we helped
achieved a consistent 25% email open and click-through rate within 4 months
influenced $2.4 million closed contracts through account-based marketing efforts
gained a 2,000% increase in website traffic through SEO-driven content
the challenge
The client’s marketing efforts were simple, relying solely on direct sales emails without a focus on relationship-building. They didn’t utilize the full potential of the customer lifecycle, particularly after a sale was completed. The absence of a structured communication strategy meant missed opportunities for testimonials, repeat business, and referrals. Additionally, their sales team felt overwhelmed by the tools and training needed to cultivate a customer-centric approach.
our approach
We started by diagnosing the client's existing view of the customer lifecycle, helping them see that it doesn’t end at the sale but continues with follow-ups, testimonials, and nurturing for repeat business. Audience segmentation played a key role—we grouped clients based on their needs, potential for repeat business, and project complexities. Considering ongoing supply chain challenges, our communications also took into account material availability and timelines, ensuring clients were well-informed throughout every step.
We developed tailored email templates (via HubSpot) that not only professionalized their messaging but also made it personal and helpful to potential clients. The brand guide we created became a cornerstone for consistent communication, defining language and tone to match the everyday language of their clients. The team also conducted training sessions with their sales team to integrate these new templates and tools into their daily routines, ensuring a seamless transition.
our results
The new approach saw an immediate impact, with email open rates and click-through rates averaging 25%. Monthly newsletters, highlighting material price trends and project showcases, became a favorite among the audience. The structured and segmented approach allowed the client to connect more meaningfully with their customer base, laying the groundwork for sustained relationships and future business.
achieved a consistent 25% email open and click-through rate within 4 months
influenced $2.4 million in closed contracts through account-based marketing
gained a 2,000% increase in website traffic through SEO-focused content
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