# Project-matched follow-up emails: 2x conversion, 1.5x clickthrough

- Outcome: Won
- Page type: Email (Lead-gen)
- Elements: Personalization, Content
- Date shared: 2015
- Test run by: [HomeAdvisor](https://liftarchive.com/practitioners/homeadvisor/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/home-advisor-content-marketing-and-testing
- Page: https://liftarchive.com/test/homeadvisor-relevant-content-email-series/

HomeAdvisor 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.

## Result

**2x conversion, 1.5x clickthrough**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Unsubscribe rate
- Guardrail: Spam complaint rate
- Guardrail: 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.

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Credit: HomeAdvisor ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/homeadvisor-relevant-content-email-series/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.