Project-matched follow-up emails: 2x conversion, 1.5x clickthrough
Commentary byLiftArchiveOur analysis, not theirsHomeAdvisor doubled the conversion rate of its follow-up emails, and lifted clickthrough 1.5x, by matching content to the homeowner's remodeling project.
HomeAdvisor ran the test itself, and it was published as a MarketingSherpa case study. The control used three generic home topics.
- Conversion rate: doubled compared with the generic emails.
- Clickthrough rate: 1.5 times the control.
- HomeAdvisor planned to keep testing and roll out more relevant content.
Control
After a homeowner asked for remodeling quotes, HomeAdvisor sent three emails on general topics: window costs, raising resale value and energy efficiency.
Variant
Three emails tied to the remodeling project: local remodeling costs, why to hire an architect, and how to choose flooring.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The emails answered questions the homeowner was likely asking right then, such as what a remodel costs locally.
- Generic topics like energy efficiency don't fit someone in the middle of planning a remodel.
- Local cost data from real past projects gave the first email clear practical value.
Caveats: No sample size, duration or confidence level was shared. The data dates from around 2014.
Who ran it
HomeAdvisor ran this test and published the results (MarketingSherpa case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on HomeAdvisor →
How to run this test on your site
- Hypothesis
- If we send follow-up emails matched to the service a lead just requested, then more leads will convert because the content answers their next questions.
- Primary metric
- Conversion rate from the follow-up series
- Guardrails
- Unsubscribe rate
- Spam complaint rate
- Lead-to-booking rate
- Who should test it
- Lead-gen marketplaces and service businesses that know what each lead asked for. It needs enough content for each category, so it is harder with many small service types.
Questions
Does personalized email content improve lead conversion?
In HomeAdvisor's test it did. Emails matched to the homeowner's remodeling project doubled conversion compared with generic home topics.
What should a lead-gen follow-up email cover?
Cover the lead's next steps. HomeAdvisor's winning series covered local costs, hiring an architect and choosing materials.
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