Terminix EMAIL OPT-IN CAMPAIGN
When Terminix first contacted us about this project, they were looking for a way to grow their email list through new CTA homepage language and a companion welcome email — but we saw a bigger opportunity.
We suggested creating a helpful (and free!) guide that provided value for both prospects and the client, which in turn created a higher volume of email opt-ins.
Campaign concept Website copy Welcome email Downloadable home protection guide
Campaign concept
Website copy
Welcome email
Downloadable home protection guide
By using simple yet impactful language, we helped capture leads by leveraging the value of the free resource.
The last thing people want is more promotional email, so how do we show that this email is actually going to be useful for them?
1
STEP ONE
Whether the reader wants to get the guide or they're ready for a home inspection, they can get the job done easily through this communication.
2
STEP TWO
You only have one chance to make a first impression, and we wanted this introductory email to show the brand's approachability and trustworthiness by being welcoming, informative and easily digestible.
The friendly and conversational headline gave the reader a high-level introduction to Terminix. We didn't get too far into the weeds with this piece because that can be overwhelming, plus we didn't want the actionable information to be difficult to locate.
3
STEP THREE
This guide had just enough content to help homeowners feel more knowledgeable and empowered about their protection options without overloading them with information or creating confusion. It's the perfect first step when creating a new relationship with a client.
(Sample pages)
And finally — the piece that hooked the prospect in the first place — the free guide! This needed to not only provide helpful information on home protection, it needed to give prospects way to inquire about services.
Project strategy and creative direction:
Rebecca Z. Lee
Project strategy and messaging:
Laura Beth Gabriel
Lead design and art director
Karla Merritt
Creative team and credits:
Explore more projects
Men In Kilts Brand Refresh
ServiceMaster Restore Social Campaign
PROJECT HIGHLGHTS
