Hi, thanks for your time!
I have a list of about 500 past quote requests who never purchased. I want to re-engage them with an offer for our fertilization and weed control program, but the challenge is seasonality as lawns aren’t top of mind in winter.
To create awareness, many companies dye lawns blue or green during pre-emergent treatments. This first application is crucial if not applied now, weeds become much harder to control later.
I’m considering an email campaign that explains the blue lawns, highlights pre-emergent timing, and provides useful lawn care tips before making a soft offer (discount or free service) with a free quote button.
Would combining education with a promotional offer be effective, or might it deter engagement? Any suggestions to improve this approach?
This is a great question.
For this type of promo, it sounds like your audience needs to be educated first before they buy.
What I would do is split this into two emails.
Email 1:
Educational newsletter style that hits on the negative effects of not dyeing their lawn (drive the problem home). Then talk about the solutions and some tips they can use. At the end, include a soft call to action if they want to take advantage of your offer and a button linking to your jobber form.
Email 2:
Strictly promotional email on blue dye. 3-4 lines long just like you saw in the Blueprint session and for the context, you can start if off with something like "You might remember last week I sent an email on blue dye..."
That way, they understand how much of a problem it can be in the future if they don't apply this now so they're more likely to respond to the offer to your promotional email.
Thank you!
