From the Yellow Chair
From the Yellow Chair
From CTR to ROI: Making Sense of Your Email Marketing Metrics
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Your email marketing is talking to customers every month, but do you actually know what it’s saying in the data? We sit down with Jocelyn from the Mailchimp Academy team to decode the metrics that separate a “we sent it” newsletter from an email program that steadily builds brand awareness, website traffic, and revenue for contractors and home service companies.
We dig into open rate (OR) and what really drives it: subject lines, timing, relevance, localization, and even the new reality of inbox AI summaries that can preview your message before anyone clicks. Then we move to click-through rate (CTR) and why it’s often the missing link. If your email has nothing compelling to click, your CTR will tell on you. We share practical CTA ideas that speak to real homeowner problems, plus simple A/B testing strategies to improve results without changing everything at once.
Finally, we talk ROI and attribution, because the customer journey is rarely clean. A customer might click from an email to your website, read an article, and call later, so your team has to connect those dots to understand what’s actually working. We also cover list growth rate, segmentation, personalization, and using send time optimization so your cadence stays calm, consistent, and intentional.
If you want better email marketing performance without wasting budget, listen now, share this with a contractor friend, and subscribe. After you listen, will you commit to tracking OR, CTR, and ROI for your next send and tell us which one you’re fixing first?
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Email Metrics For Contractors
SPEAKER_01What's up, a living heads? Welcome to another episode of From the Yellow Chair. I am Crystal, and guys, today we're talking about email marketing. I know y'all know y'all need to be doing it. Y'all know y'all need to be sending out emails very consistently. And Lemon Seed is part of our strategy for building your brand. Email is always, always included in that plan. Today I have a pretty phenomenal expert from a fantastic nationwide company that lives in this space. And so I'm so excited to talk through this. Y'all know we're in the middle of Alphabet Soup series where we are talking a lot about the acronyms that we as contractors and marketers throw around, like candy, and how we really can understand how those acronyms impact our marketing performance. Today we're talking about CTR and ROI. So buckle up, uh get situated and listen up and let's zip some lemonade. Jocelyn, welcome to the show, girl. Thank you. Thank you. Thank you. Appreciate it. Yeah, so today's little episode is all about making sense of your email marketing metrics. And I, when we were working with MailChimp, we work with MailChimp a lot. They were like, hey, we have somebody great you should interview. And we were like, yes, this is perfect for Alphabet Soup. So Jocelyn, I know this is not your first rodeo with email marketing. So tell us why anybody should care what Jocelyn has to say about email metrics.
SPEAKER_02Yeah, yeah. Thank you for having me. First off, like very, very honored to be here. Very, very honored to be with a top-tier partner like Lemon Seed. So this is amazing. Um, I've been working with MailChimp for the last 16 years. It'll be my uh 16th year anniversary in August. So I'm very, very excited about that. Um, I started before I came to MailChimp with a marketing degree. I love web design, I love all of that. And just when I got to MailChimp, like started out on the bottom, worked in product support. So every single question about email, I've seen it from a global audience from the United States to Australia, you know, all over the world, all different kinds of industries. And I did that for a probably about a decade in different aspects from customer success to you know product support, taking chats and emails to now I teach, right? Like I've learned so much about email marketing and now SMS marketing and you know, multi-channel marketing because multiple touch points in MailChimp now. But um, yeah, now I teach it every day um to partners and as well as customers. And so I'm part of the MailChimp Academy team and I help to lead that uh with Intuit MailChimp. And uh yeah, that's pretty much how I'm a certified expert. I live this, I love this every day. Like even I'm out at little markets and things on the weekend, I'm telling them about MailChimp. Well, I still use email.
Stop Treating Email As Checkbox
SPEAKER_01Well, and honestly, it's one of those strategies that when people start with me, and maybe they're not large enough to use lemon seed yet, but you know, they I'm like every contractor out there, whether you're doing 200,000 or 200 million, email should be a part of your strategy, and it's a very affordable part of your strategy. So, well, let's let's kind of jump into this. Um, so setting the stage, why metrics really get ignored? So I think, Jocelyn, I think contractors don't even know what to measure, right? Uh so sometimes we're sending out emails and we're like, okay, check. We can check the box. We sent out an email, but really true growth for your email campaigns comes from monitoring those things and manipulating the copy, the subject line, the audience to get a better result, right? So I think they're just not looking at the data. Do you would you agree with that? Oh, absolutely.
SPEAKER_02Yeah, yeah. Because it's just like you like you said, it's a checkbox, right? It's just like, okay, I sent an email now. Where's the money? Yeah. Yeah, where's the leads? You know, or you know, where are the phone calls? Um, it's just like you have to look at the metrics first to know what you are doing is exactly correct or where you need to align on your strategy. Totally agree.
Open Rate Benchmarks And AI Snippets
SPEAKER_01Well, because what happens is, you know, we send it marketing, it is not a set it and forget it style game. It just isn't. And I know y'all want it to be contractors, but it is not. And Lemon C was literally built, Jocelyn, just so you know, we were built to serve as fractional chief marketing officers. So basically, fractional marketing teams for contractors that don't want to have a full in-service team or in-house team. So I'm like, you know, we have to be watching and sending out emails and monitoring what's performing. So what happens, you know, when we send and forget it is that it never actually is optimized to performing the best that it can. So if you're sending emails right now, good for you. Now put in step two, layer in step two where you're actually watching and measuring and pivoting where you need to pivot. So the difference between vanity metrics and true metrics also can be, you know, people say, well, my open rate's 50%. And I'm like, okay, you a lie, but it's okay because sometimes it is if you're like free services or something crazy. But you know, I know that that we can break down some of these acronyms. So I thought we can get started just with some main key metrics for email marketing. You good? Let's go. Yeah, okay. So the first one we have is OR. So what's your OR, right? That's your opening rate, right? What do we think that means? What is it? What's considered healthy and what really affects that open rate?
SPEAKER_02Yeah, that OR, that open rate, exactly like you said, it's like, did you get my attention in that inbox? How many emails do we get a day? Like, you know, hundreds and hundreds of emails every day, but out of that inbox, like which one captured my attention? You know, which one is actually making me go through and seeing, like, did you offer me a solution? What kind of benefits are you even offering me? Um, you know, as we look in our inboxes every day, it's just like it's not just about the subject lines, you know, it's the timing, it's the actual like benefit, like I was saying before, it's the actual, you know, coupons or the discount rates, it's the relevance. So that open rate, you know, for any industry, I get a question probably once a day is like, what's a good open rate for me? Um, so I'm curious if we can go there and talk about industry benchmarks because your industry is so niche. Um and it's just like, okay, for my industry specifically, what kind of open rate should I look for? So I'm curious, you know, I know you're asking me questions, but I'm curious what kind of open rate you see.
SPEAKER_01Yeah, so most of our clients are seeing a 35 to 40 percent open rate, okay? And that is because we lemon seed, we are using email for brand building and top of mind awareness. So we always have what I call soft calls to action in there, but really those are designed for oh, by the way, don't forget we also have this. So our content is very localized content. So here's what's going on in your community, here's a fun little craft, here's a a tips on getting your home ready for summer. We make it a lot more educational and informal than we do, like buy our product, you know, right, right. So, how does that compare to industry standards?
SPEAKER_02No, like the industry standard is about 30 to 35 percent, just across all industries, right? Like here and there, that's the fluff, and that's just on MailChimps benchmarks. We have about 10 million users. So, what you're seeing is right there, you know, where it should be and above, right? Especially if you're doing that personalization that you just mentioned, that localization, like that's strategy, you know, it's not just your one size fits all. So that's great.
SPEAKER_01And then Johnson, do you see that the AI manipulations of the inbox where they're doing the like quick reads, like the little snapshots for the AI side? Do you see that that's impacting open rates? I figure y'all are seeing that.
SPEAKER_02Yeah, absolutely. Like you, like the email rules that you might see built in Gmail, uh, you know, the Gemini add-ons that give you the snippets, like it's so important that you pay attention to what you put in your emails uh because they're just gonna give you a high-level summary of what's in that email. So if you can add that value as quickly as possible, so Gemini can pick that up and surface the actual benefit to the actual person that's reading the inbox, then you'll be golden. But again, that takes strategy, you know, it takes folks like lemon seed, you know, that know that this is actually there. So many marketers that are running their own thing have no idea that they're those kind of tools in the inbox.
SPEAKER_01So yeah, so you know, right now, contractors, every time you send an email, a lot of people have uh like a snippet, a synopsis, a little, a little quick AI overview of what's in your email. So you better hit some high points in that email. And if it all it is is like we offer financing and we're open 24-7, like ain't nobody's gonna open that. So that will impact your open rate. So, okay, so if we're below the third, let's say we're below, we have a 15% open rate. Lord, okay, okay. We have a low open rate, Justin. What do you think we should do? What would be the first thing you maybe thought to do? A B testing.
SPEAKER_02I I mean that's something I recommend for everybody because there's no way that you can make sure that everything is correct in just one email, you know, in one uh I guess scenario is what I'll call it. One structure, yeah. Oh, yeah, yeah. And like, I mean, you can't A-B test every single thing. Like, I mean, just starting with just testing two different subject lines, you know, like if you're a basic like test one uh variant with one subject line and test another variant with another and see how those compare, right?
A/B Testing Subject Lines
Click-Through Rate And Better CTAs
SPEAKER_01So you take your whole database, let's say you're sending an email newsletter to a hundred people, you're gonna use one subject line to 50 people and the other subject line to the other 50 people, and then you're gonna look at what had better performance and metrics, and you're gonna say, okay, this subject line worked better. So then the next time you send an email, you use that style of subject line. So that's A B testing. And so, you know, especially when you're starting email marketing or if you're trying to revamp your email marketing, that's a really good strategy. Is you know, maybe even three, you could ABC test it, like you know, what were and maybe one is wild, you know, one's very different, very out of the box, one's very traditional, and one's right in the middle. And just see how your market is responding to those things. Absolutely, yeah. One with an emoji, one without an emoji. Like right, right, all kinds of cool stuff. Okay, so that was cool. Now, the biggest piece that people like to blow us up about is CTR. Oh click through rate. Yeah, so where I like to I like to stop here for a minute. Click through, meaning the client, so contractors, your homeowner gets an email from you. The click-through rate is did they just read your email and scroll on or hit delete, or did they click into something in that email that took them somewhere else? So we want them to go to our website, we want the website traffic, or maybe social media, depending on your intent of where you're sending people, right? So click-through rate and and what it like. I like to talk about the difference between it and the the open rate and the why it matters. Open rate back to the beginning. That's literally why how many people actually clicked and opened your email. Now we're gonna talk about how many people did an action, right? Performed an action inside of that. So, what is the industry uh average for click-through rate? You think this was all over the place a little bit more?
SPEAKER_02It is, and I'm gonna pull it up right now. We have it's about 2.6 percent.
SPEAKER_01Okay, so lemon seed is hovering around three and a half percent click-through rate. But let me tell you why. We are always like click here to learn more, and we had to learn, we moved that click-through button further up in the email. Yes, yes. So here's what happens, homeowners. Uh, think that the odds of us catching someone that needs out a new roof, a new pest control, a new HVAC unit, new plumbing, new landscaping. The day they open the email, like, oh my god, thank God y'all emailed me this morning. There's water pouring all over my kitchen. That doesn't happen, right? So a click-through rate means whatever you said interested them enough for them to click through to the next step. So, what lemon seeds strategy is is click here to see the football schedule. Click here to go to the chamber of commerce to see what else is going on, click here to land on our offers page. Tons of ways to get them engaged with us because we want their engagement from things. Absolutely. So three and a half percent of the time, people are now that sounds like a very low number, but again, home service companies. We are time of need. People do not give two whole craps about us until they need our services. So we want them seeing our brand in environmental awareness style. So, you know, basically, I just want them when they do need our services, because they have seen our emails, our billboards, our socials, they think of us first. Absolutely. So, this is a part of the puzzle. Um, and so, you know, what do you think impacts click-through rate?
SPEAKER_02Like you said, at the top. Oh, thank you. No problem. Um, having you just said it really is like number one is having things to click on. I don't know how many emails I see from people, and they have nothing to click on, like just blobs and blobs of content, paragraphs and paragraphs, and no call to action. Or it's very boring.
SPEAKER_01Click here to learn more. Like, uh that you're all no one wants to learn more about indoor air quality. Oh my god. I think you can say, Click here to see the five reasons you're not sleeping well at night. Relevancy, right? Like that's a problem. Answer a problem that they might have. Exactly. So hey, click here to see why your water is murky, right? Click here to see why you have hot and cold spots in your home. Click here to see the biggest insects affecting your home today, right?
SPEAKER_02And not some little link, right? Like that CTA has got to be big enough for me to see on a mobile device, you know what I mean?
SPEAKER_01Like, I'm really that CTA is the next the next acronym that it's okay. Call to action. Okay, but call to action impacts CTA impacts CTR. Listen, listen at all these acronyms, but your call to action to what Justin was saying here, what you are asking people to do negatively or positively, impacts the click-through rate, the CTR. It does. And so if you are putting boring stuff in your or heck, like she said, no call to action at all. Right. It's just a crappy one, right?
SPEAKER_02Right, right. But it might take you a while to figure that out, you know what I mean? You cannot, it's an experiment, you know. It might take you a couple of crappy ones to get to a good one, but that's the whole beauty of it all. You cannot stop, you can't stop experimenting.
SPEAKER_01So we should be driving for a two percent closing rate. So let's say we're oh sorry, click-through rate, click-through rate. So let's say that we're not getting we're getting a 0.5 click-through rate on our emails. So we log in, and I'll say this. I love MailChimp. So let's say you log into your MailChimp dashboard and you're like, uh, I'm getting like 0.2, 0.5, point, we know one point something. I think click-through rate, one of the ways that you can help grow that, increase that is through your CTA, your calls to action, like we mentioned. Yep. So if you look and you're like, okay, now I've got my open rate up because I was fixing my content and fixing my subject lines. And now I've my click-through rate, I've got to get it better. So now I still need to go in and manipulate those call to actions. So I'm gonna A B test it again. So I've got my subject line nailed down. Now my content I can A B test and say, okay, click here to call. Or do you think you are sleep? You know, do you sneeze all day long in your home? Click here for an analysis of your indoor air quality.
SPEAKER_02Right.
SPEAKER_01I promise now listen, y'all can A B test that if you want, but I'm telling you, the other one's gonna perform better. Um, because it is much more interesting. And you uh Jocelyn, you keep using the word revolency, and that is a perfect word. We have got to talk in problems. So do you feel like your electric bill is high? Click here to see ways to save energy in your home. Right. Right that needs to be a blog on your website that you're clicking people over to. All right. Um, so those CTAs affect your CTR consistently. And honestly, because of the AI overviews now and snippets, it could be affecting your OR. So listen, CTA of all the ones that we're gonna talk about today, I think call to action CTA is the most impactful lever to pull. Absolutely.
SPEAKER_02Absolutely, because if you're not if there's nothing to click, there's nothing for me to do, you know. What action am I gonna take?
ROI Attribution And Real Expectations
SPEAKER_01Yeah, I mean, I mean, I that is so true. I've never thought to say that out loud, but some of you have no call to action, so you're like, Well, I don't have a terrible CTR. Like, where the heck are my CTR is terrible, right? Sir, there's like nothing to click through to. Exactly. Or where did I see it? Can I find it? Do I have to look for it? And I think a lot of people call this like click to call. Yeah, yeah. Okay, so they confuse this with like no one called me from the email. Now, let me tell you something. Um the customer experience, the customer journey does it isn't always clean and perfect. So you might write in your article, let's keep going with the the pet dander situation, right? Like, hey, you have um a pet dander, you know, are you sneezing all day long? So you're gonna click them through to your website, they're gonna read a blog about it, be like, I probably need to do something about this. Like, I've been struggling with this, I should do something about it. Then they're gonna go call your website number. So there, somebody in your marketing team needs to connect those dots for you. Exactly. Yes, because if not, you're gonna be like, Well, my website got that lead. Okay, well, your website itself was a landing spot from somewhere else, something else drove me to your website, and this one needs to give credit back to the to the emails. Exactly. Yes, yes, so there's some there's some structure there. All right, well, talk to me a little bit more about um the ROI, right? The return on our investment. How does MailChip approach ROI?
SPEAKER_02Oh man, so we are depending on your industry, depending on like what kind of platform you're using, we are calculating that ROI directly in the platform. So if you're seeing that you've connected, for an example, if you're e-commerce or if you have some kind of a square connection, uh, you know, all of that, we are counting every open, every click, and then attributing that specifically to MailChimp, right? Like you need to know exactly, like you were saying, like if you do social media, uh, if you have your website traffic, like all of those touch points you have to measure. But what actually is driving the return on investment? What is actually driving you revenue? And if so, like if MailChimp is the one that is driving that revenue, then you're gonna put more work into MailChimp, right? Like you're gonna put more focus on your email marketing, you're gonna put more focus on your segmentation strategy or your automations or what have you. You need to know exactly where that money is coming from. And every touch point that you're using needs to tell you what your ROI is. Like, what are they contributing to the ROI? That's what I want to know. I'm not using that touch point unless they tell me how much money they're making me, right? Like, I have to know because our time is limited. You know, you can't put all your eggs in one basket.
Grow Your List With New Touchpoints
SPEAKER_01Yeah, we want to be able to make more money. Um, this is what contractors, I think y'all all can agree with me. You have unlimited budget for things that are working, right? Okay, so you'll keep giving money to things that are working. So I think it's important to have expectations about performance. I talk about this all the time. When you launch a new tactic, I read an article the other day that called some of y'all tacticians, meaning y'all are not no strategy, but y'all know how to work the heck out of a tactic. Okay. So strategically, where we place email marketing, your expectation of performance depends on what you need your emails to do. So if you are using emails to sell higher tickets like add-ons, like IAQ maintenance agreements and things like that, then you have to have a reasonable expectation that that is gonna have a lower response rate. And then also, same thing, you're you the lower, even a lower response rate is gonna be just straight brand building. Right. You know, just letting you know here's what we did, here's what we do, blah, we're gonna be out in the community. There, we're not asking them to do anything, right? So there's probably not gonna be a ton of ROI that comes from, hey, catch us at the spring fest. But did you know we offer financing and for the next three weeks we're offering zero percent financing? We are hoping to have a reaction to that email. So our expectations are we're gonna send that same email three times with the same call to action, updating the subject line, time. Is running out, and we expect to see a decent ROI. So email marketing is also one of the most cheap and affordable ways to market. So you're gonna have low cost on the front side, other than maybe labor, low cost on the front side for it to then be reflective in the back side of you know, you should generate a good money, a money return there. So I mean that's always interesting to me. So, you know, just to kind of wrap this this little section up here, um, you know, if you were looking at this, so we said uh um 2% would be a good place to look at a click-through rate, and 35 to 40 percent or 30 would be a good benchmark for open rate. And then ROI, depending on what you've done uh or what your offer is, what your creative is, you know, your return on that investment should be huge. So I mean you're gonna be like literally a hundred bucks into, I mean, maybe to an email. So you technically, I would honestly, y'all should be able to get like 50 times right ROI on email because you sell one system off of an email, you've paid for email for three months, right? Okay, right very low cost. Any other benchmarks that you think contractors should keep in mind?
SPEAKER_02Man, I would say that that growth rate, your audience growth rate. You know, I know that's not a uh acronym or whatever, you know, the acronym that's a theme, but it's part of email marketing. I think, you know, how many people you're bringing in to your audience is a rate that you need to pay attention to. Because if you're not bringing in new people, new loyal fans on a consistent basis, like that's my always-on strategy and different touch points like at the market, or if you're on your website and on social media, like all those different things can bring in an on your phone, even uh can bring in your audience, and that'll give you more people to email and learn from so that you can do that ROI analysis at the end of the day, and you can look at that click-through rate and that open rate. Because if you are drilling the same audience and the same people with the same message over and over and over, oh man, like it's only so much. So you got to, it's a lifestyle, you know, it's a life cycle function. And I think you talked about it before, like it's a customer journey, and somebody's got to own that from beginning to end for you. That's correct, that is absolutely correct.
Read Metrics Together Not Alone
SPEAKER_01So, I'm gonna do a little quick thing here. So let's talk about how do we read all of your metric uh metrics together, not in isolation. So if you've got a high open rate, we worked down some a high open rate, but a low click-through rate, what that usually means, right? So high open rate, low click through rate. So high OR, low CTR. Okay. What that normally means, and we talked about we hit on a little bit while ago, is great subject line and interest, low encouragement, low offer. Uh, so keep your top, keep your open rate strategy the same. Now let's update what the actual click through. Update your offers or your call to action of what to do. Absolutely. So, and if you have a low open rate place to start places to start, your list in general. Okay, so if you are sending a generic email to a generic giant list, you can expect there to be a less than impressive click-through rate, right? No personalization, yeah, correct. Right? People, do you just do you see that a lot about the niche audiences?
SPEAKER_02Uh people just one size fits all. Like, I'm not everybody, you know, even I love a good personal, I love my name in the subject line. I just know that. Yeah, like just having that uh merge tag and my first name, I'm just like immediately there's relevancy there, right? To drive that over there or capture my attention because nobody else is doing that, you know. So it's just like anything that you can do to segment, anything that you can do to personalize, like you were hitting on before, like so many people treat everybody the same, and it's just not relevant anymore.
Send-Time Optimization And Email Cadence
SPEAKER_01No, so niche down those audiences. So low click-through rate could mean you're you're too broad and you're too generic with your subject line. Um, and maybe it's the send time. When do we think are ideal times to send emails?
SPEAKER_02That is a humans cannot like when you're done sending it or done creating the email, it's not the best time. No, don't go hit send. No, no, but it's really cool that there are AI tools built in MailChimp, you know, that will allow you to recommend, uh, get a recommendation on the best send time. So it's gonna scan your audience. It's called send time optimization. It's gonna scan your audience and say, like, hey, they signed up at this time and they're clicking on emails, uh, typically at this time, and it's looking at the time zone of the IP of the person that signed up, and it's gonna recommend say, hey, like we might send it at 4 p.m. Eastern time or 4 p.m. Pacific time, and that's the optimal time to send based on the data we have. So it's not a guess, it's actually educated assumption based on metrics we already have, right? So I love that you know, that I'm not just when I'm done, you know, designing the header and I think it looks okay. Like I need a you know, educated scientific guess, and I love that AI can do that now.
SPEAKER_01And so without that AI tool, so first of all, I wrote that down. Send time optimization is fantastic. And if you're utilizing MailChimp, we we you got it going on, we can use that. But let's say you're just like sending an email, I would venture to say early in the morning is the best time to send emails. That's a very, very, very high level guess or recommendation. So it if if you have no metrics to look at, odds are morning is better, correct? Yeah, and that's why if you notice when you wake up in the morning, starting at four o'clock in the morning central time, I've noticed my inbox fills up between four and nine a.m. just because that's when everybody's and honestly, that's when I'm reading my email, right? Right. I'm not waiting to get home and checking my emails. Yeah, I'm starting my email. Then I stop at lunch normally um and piddle around, look at my emails. Now I'm always in my inbox, but I live an email life. Not all homeowners live that so I think a healthy email program looks like a consistent email output. So you're not emailing once and then emailing six weeks later and then two months later and then four in a row. There needs to be a cadence that is calm yet intentional. So maybe it's weekly or monthly or bi-weekly, but you need to challenge yourself to get consistent, and then you need to be pivoting based off feedback. Correct. So use the data inside of the software that you're using to give you guidance and then make these little tweaks and don't change everything at once, right? Just a little bit at a time, and you're constantly growing your marketing, I think.
SPEAKER_02Absolutely, yeah. It's like a recipe, yeah. Constantly tweaking it, constantly making yours to figure out what works. Yeah.
Diagnose Performance With Click Maps
SPEAKER_01So just I'm just curious. If you if I were to call you and say, Jocelyn, I have a client, we go look at their email account. What's the first thing that you go look at for diagnosing?
SPEAKER_02I'm looking at the click rates. Honestly, I love looking at the click map. Uh, that is my favorite thing in MailChimp. Uh, because that will give me access to like the design, right? Like, what does the email look like? But then it's like, what are folks interested in? What are they clicking on from top to bottom? Because it's basically giving me a screenshot of the email, and then every call to action, everything that we talked about before, like from the top to bottom, right? And I can see, like, oh, these folks are really clicking on this particular call to action at the top. Then I click on that call to action, and then I'm like, okay, how many people are clicking on it? What types of people are clicking on it, and what time people are clicking on that? Like, we can see all of that. How many times today one person click on that same button? You know, I can see all of that. And if I see like the same person clicking on the CTA more than once, that's a hot lead. You know, I might actually get on the phone with that person and try to get their business. That's how important like these metrics are, but like that click through rate, those clicks. I'm looking at every email, looking at the click, seeing who clicked, and all of that. That's like people are amazed by the amount of data that we collect, and all of that is you know, you could spend hours looking at it, but that's just where I go to diagnose things from beginning to end.
SPEAKER_00I love that. So I just wrote that down to the click map. Look at all that's cool stuff.
SPEAKER_02Yeah, it's insane, and it's all hidden, though. You know, that's another thing. One person just focused on the design, and then another person just focused on like, okay, how did this perform? For sure.
Start With A Welcome Email
SPEAKER_01Yeah, so okay, I want to last thing here. Let's wrap this up here a little bit. So, what is one piece of advice, which you kind of just hit on this, so you might have to reiterate a little bit. Okay. Um, for a home service company that's like, okay, I want to get started in email marketing. If you had to tell them like one solid place to start, what would you say?
SPEAKER_02Oh, I would say that welcome email. Um, I'm really big on introductions um and onboarding and telling me what you can offer. For example, like for home services, like you know, I have my home and I have a water leak here, right? And I can't remember who I talked to about it who fixed it the last time. You know, and so if I have that introductory like business card email that I can always save, like I have a Rolodex of them, you know, and just of businesses that we go to, businesses that we recommend. Um, and I usually go and look at my welcome emails and say, like, okay, they do this. They usually have a testimonial or two in the welcome email, and I can go back and find and say, like, oh, that's a business I use. I kind of use it that I might be weird.
How To Work With Lemon Seed
SPEAKER_01Um, but well, emails are like no, so that's a great idea. So, like me in my branding mind, like, hey, you know, welcome to uh thank you for using our company in the past. Welcome to our email cadence and like welcome to our emails. We're gonna be sending out an email once a month, you know, like make it manageable. So I love that idea. I think that's a cool idea. It's just like, even if you wanted to reinvigorate your email list, you could send this, let me reintroduce myself uh kind of vibe. So that's a great idea. I would tell them to launch a very simple monthly newsletter that is engaging and the click through would be at the top. Click here to schedule with us. Um, and then all throughout the email would be like click here to see our specials, click here to follow us on socials, because I want something out of that email. Absolutely. Yeah. So, Jocelyn, if someone wants to learn more about MailChimp, so of course, if they're a lemon seed client, we can connect them with MailChimp. We love our partnership with MailChimp. Um, and so you could visit us. So if you are not working with Lemon Seed, but you're like, hey, I love what y'all are talking about today, you can visit us online at lemonseedmarketing.com or email us at hello at lemonseedmarketing.com. But if you're not a client of Lemon Seed, maybe you're not even in the industry that Lemon Seed is in, and they wanted to use MailChimp for their services, how do they go about reaching out for to you?
SPEAKER_02Yeah, yeah. I mean, just our normal website, MailChimp.com. Uh, we have our free account there. But again, you know, I wouldn't do that without the guidance of you, of Lemon Seed Marketing. I like I know like you were saying, like for folks that aren't clients just yet, but definitely you don't want to go uh heads in to uh you know doing this work without a partner, you know, even just like an onboarding session, you know, or getting me set up for success, or even like the you know, introductory package, because once you figure it out uh, you know, with a partner or once you have that framework for success, like you understand the value of email marketing moving forward. It takes that strategic guidance uh to move forward. But again, anyone can set up an account at Mailchimp.com is you know it's free uh for up to 500 um contacts for the initial uh plan, but expect to grow, you know, expect to grow. We expect to launch and leverage your partner and particularly Lemon Seed, you know, for this market because they're gonna know exactly what you don't know so that you can grow for sure. Perfect.
SPEAKER_01Well, we love working with Mail Chip, we think it's one of the easiest platforms to work inside of. So oh, we love you guys too. Yes, yes. So to our listeners, thank you so much. Just so you know, Lemon Seed is here to be your marketing department, your branding team. We want to help you grow your company in a legacy style format where people become your raving fans and your brand becomes their top company to go to. So if you want to reach out to us, we would love to visit with you about that or rebuilding the brand for your company. Guys, thanks for talking to us about email marketing. I encourage you to go launch some emails, do some cool things. Don't stop sipping lemonade, and we'll see you next time. Bye.