Sean raised three specific concerns via voicemail. Each is addressed with live CRM data throughout this report.
| # | Concern | Finding |
|---|---|---|
| 1 | Are all 3,400 contacts reachable by email AND phone? | Partially — detail in Section 2 |
| 2 | "I’m getting 3,400 bounce backs saying do not reply" | Explained — not delivery failures |
| 3 | Long-time customers say they were never contacted this year | Valid — ~1,300 contacts missed per campaign |
| Category | Count | % of Database | Campaign Impact |
|---|---|---|---|
| Has Email Address | 3,006 | 88.0% | Eligible for email campaigns |
| No Email Address | 409 | 12.0% | Missed every email campaign entirely |
| Has Phone Number | 3,131 | 91.7% | Eligible for SMS campaigns |
| No Phone Number | 284 | 8.3% | Cannot receive SMS |
| DND (Do Not Disturb) | 53 | 1.6% | Legally opted out — cannot be contacted |
| Has Both Email + Phone | ~2,722 | ~79.7% | Fully reachable via both channels |
Only ~2,722 of 3,415 contacts are fully reachable by both email and SMS. The 409 contacts with no email missed every campaign. Sean’s instinct is correct — not everyone in the database was being reached.
Three email reactivation campaigns were completed between 2024 and 2025. A fourth record was a test email and has been excluded.
| Campaign | Date | Attempted | Delivered | Delivery % | Opened | Open % | Clicked | Replied | Bounced | Unsub |
|---|---|---|---|---|---|---|---|---|---|---|
| Spring Chimney Special | Mar/Apr 2024 | ~1,781 | 1,608 | 90.3% | 608 | 37.8% | 66 | 16 | 170 | 33 |
| Spring Chimney Special | Apr 2025 | ~2,191 | 2,111 | 96.3% | 494 | 23.4% | 48 | 10 | 80 | 7 |
| May Eavestrough Special | May 2025 | ~2,156 | 1,986 | 92.1% | 614 | 30.9% | 38 | 10 | 170 | 12 |
| TOTALS | ~6,128 | 5,705 | 93.1% avg | 1,716 | 30.1% avg | 152 | 36 | 420 | 52 |
Industry average for home services email is 20–25%. Sean’s campaigns ranged from 23.4% to 37.8% — all at or well above average. The campaigns that did reach people performed well. The problem is reach, not content quality.
Three SMS database reactivation campaigns were run through the CRM automation workflows. These are separate from the email campaigns above.
| Workflow Name | Status | Date Created | Type |
|---|---|---|---|
| DBR Spring 2025 | Completed | March 24, 2025 | SMS Database Reactivation |
| Fall 2025 | Published | September 2025 | Fall Season SMS Campaign |
| DBR — March 2026 | Published | March 2, 2026 | Spring 2026 SMS Reactivation |
Detailed SMS metrics (sent, delivered, responded) are tracked inside the CRM under Automation → Workflows → [Workflow Name] → Reporting. They are not available through the email reporting API and should be pulled separately to complete this picture.
| # | Action Item | Priority | Expected Impact |
|---|---|---|---|
| 1 | Audit and source email addresses for the 409 no-email contacts | High | Likely warm, loyal customers who have never been reachable by email |
| 2 | Ensure future campaigns target the full valid contact list, not a filtered subset | High | Increases email reach from ~2,100 to ~3,000+ per campaign |
| 3 | Switch sending address to a dedicated business domain | Medium | Improves inbox delivery, ends the "do not reply" auto-response flood |
| 4 | Pull SMS delivery stats from the 3 DBR workflow campaigns | Medium | Completes the full picture of campaign reach across both channels |
| 5 | Suppress or remove the 420 hard-bounced email addresses | Medium | Protects sender reputation and improves future delivery rates |
| 6 | 53 DND contacts — no action required | Compliant | Already handled correctly — legally cannot be contacted |