Increasing Premium Service Inquiries with Email Strategy and Implementation
Client: Balanced Architecture
Project: Email Segmenting Strategy and Nurture Sequence
Results: A segmenting strategy and email nurture sequence for the client’s premium service that started generating inquiries two weeks after launch.
Audience: Environmentally-conscious families ready to build a sustainable and healthy home. They want a sustainable architect’s input on their floor plans, without the hefty price tag. They’ve had floor plans drawn up by a general contractor or designer, but feel that the plans aren’t living up to their vision.
Challenge: Capturing and building trust with new subscribers that investing in the Healthy Home Design Review is worth the time, money, and headaches that could come up decades later. Pushing too hard on their pain points could sway them from filling out the inquiry form.
This would also the first advanced segmenting system the client used. An implementation guide would need to be created so the sequence would be delivered seamlessly without interrupting weekly broadcasts, or mislabeling new subscribers who don’t fit the target audience.
Planning
From the start of the research, I knew tackling the biggest objections (price, decision overwhelm, and how this service would impact the relationship with their builders) would be the main sales arguments for each email.
The best customer research was discovered in Facebook groups and reddit threads. Ideal customers were having lengthy discussions about building costs, struggles with contractors, and questions about their floor plans.
By collating the material in these groups, I created an informal tone guide and hierarchy of fears/benefits that would build trust with the target audience.
Writing Strategy
The strategy I used to navigate this email sequence was to turn each objection into the reason why the reader should invest in the Healthy Home Design Review.
For example, in the Day 26 email, “How to make the construction phase stress-free,” I addressed the concern that bringing a third-party architect would damage the relationship with the contractors building your home. In reality, it would lead to less confusion and questions on site, faster build times, and much less mistakes further in the building process they would have to pay for.
Because building a house is a deeply personal project, the tones of each email took a different direction after the first creative review for a softer approach. Between the client and I, we also decided to mix in educational content so the reader could learn more about the client’s experience, and build more brand trust.
Day 0: Segmenting Email
Day 3: Soft Sell of Service
Day 7: Addressing Common Fear
Day 12: Social Proof
Day 19: Urgency
Day 26: Addressing Objection
Day 31: Hard Sell
Implementation Strategy
After the emails were approved, I completed the implementation guide that would allow the client to immediately start nurturing incoming subscribers, and keep building on this segmenting system for all her offers.
The final step of this project was creating an email content plan that would last for the next six months based on the objections, desires, seasonal questions, and trust-building content.
