Vinx Pest Control

Pain points

• Retention was purely reactive. The effort went into tracking cancellation requests and handling them. Nothing reached a customer before they had already decided to leave.
• Email had no owner. Sends were occasional and untracked, and the newsletter that did exist opened at 8%, to their own paying customers.
• The past-customer list was unmeasured. Eleven years of door-to-door growth had built a list nobody had counted, and nothing was going out to it.
• The upsell ladder went unused. A base plan, a bi-monthly tier, a mosquito tier and termite coverage, with no automated way to move anyone up a rung.
• Nothing connected between visits. Pest control sells the absence of a problem, so with no contact between services the only reminder a customer got was the invoice.

What they achieved

• $18,967 in new contract value. Written in ten weeks with no added ad spend, and every sale opened individually in FieldRoutes before we would claim it.
• Open rates from 8% up to the sixties. Lifecycle emails now open at several times the industry average, to the same people who were ignoring them before.
• 102 pipeline opportunities from two emails. Two sales campaigns put 102 named opportunities into their pipeline for the inside sales team to work.
• Seven campaigns, 34 emails, running on their own. Onboarding, two win-back sequences, payment decline alerts, time-to-renew reminders and pipeline stage emails.
• A way back for cancelled customers. A path that did not previously exist, split by how long someone had been gone and the reason they left.