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E-Mail Marketing Case Study: Lead Generation by Service Inbound

Nov 8 • Lead Generation, Sales • 4948 Views • No Comments on E-Mail Marketing Case Study: Lead Generation by Service Inbound • By Tyler Moran

At Service Inbound, we pride ourselves on providing innovative, custom solutions to our clients. So when Raynor Services of Medford, NJ, came to us and said “hey, we want to sell more generators,” we couldn’t have been more psyched. Raynor has been installing, repairing and servicing generators for years now and they are unquestionably one of New Jersey’s best. The only hitch for them was how to get the word out in greater numbers. That’s where we came in. In just a few days, we built out a customized e-mail marketing campaign from scratch and successfully pushed generator sales all across the state.

The campaign consisted of a series of 3 e-mails:

-Round 1: Call to action to download a generator information e-book.

-Round 2: Informed readers of generator financing options and continued to push e-book downloads.

-Round 3: Direct offer on new generator purchases and installations.



Baked into each e-mail “blast” was a contact form crafted specifically for this campaign. When a reader filled out the form, they were granted access to the e-book download and the customer’s name, phone number and position in the buying process or “customer disposition” was captured and delivered to the Raynor sales team. If you’re wondering, customer disposition was determined by asking readers to click one of three options:

-Interested in buying a generator.

-Interested in learning more about generators.

-Interested in shopping around for a generator.



Although each e-mail campaign we create is the unique to the client, they all follow a similar, proven blueprint:

-Round 1 Goals: Inform potential customers that a company offers a particular service.

-Round 2 Goals: Entice interested customers to do further research and furnish the needed resources.

-Round 3 Goals: Push serious customers to buy with a strong and direct offer.


At this point, the results of this particular e-mail campaign are in and it’s safe to say that all parties involved are very pleased. But don’t take my word for it—let’s have the numbers speak for themselves

-Out of the 5,800 e-mail recipients, over 30% of those people opened the e-mail and 15% actually clicked all the way through to the Raynor website to learn more.

-22 leads were provided as a direct result of the e-mail campaign within one week, some of which have already bought generators.


As you can see below, we have the tools and reporting software to show you exactly how effective your campaign is:

raynor stats


So with that successful campaign in the bag, now the question is: what can e-mail marketing by Service Inbound do for your business? Give us a call at 978-241-7326 or visit to find out…



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Tyler Moran

Content Marketing Manager at Sales and Service Media Group
Tyler is the content marketing manager for The Service Coach. He is a graduate of the University of Vermont and is currently pursuing a degree in digital media from Emerson College. He lives in Boston, Massachusetts where he loves to read, write and enjoy the outdoors with his dog, Otto.

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