A Powerful & Customizable HVAC Marketing Strategy (FREE)

A comprehensive HVAC marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your hvac business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: Homeowner Hank
Age: 45 | Education: Bachelor's degree | Occupation: Full-time teacher
"I'm frustrated because my current HVAC system is outdated and unreliable, leading to rising bills and discomfort at home. I'm not sure where to start with upgrades or how to choose the right contractor."
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Visible Goals
These are the goals your target persona would tell you about.
Upgrade HVAC system for energy efficiency
Reduce monthly utility bills
Ensure comfort for family year-round
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True Goals
These are the real things they want to achieve.
"I want to feel secure knowing my family is comfortable in our home."
"If I save on bills, I can invest in a vacation this year."
"I need a reliable HVAC system so I can stop worrying about repairs."
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I worry that upgrading my HVAC will cost too much upfront."
"I'm uncertain if the energy savings will really be worth it."
"I've had bad experiences with contractors in the past."
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Answer to Objections
These are your product's answers to your target persona's doubts.
We offer flexible financing options so you can upgrade without breaking the bank.
Our energy efficiency consultations show how much you can save on bills over time, making the upgrade worthwhile.
We provide comprehensive inspections and guarantee quality work, addressing previous contractor concerns.
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"After upgrading my HVAC system, I feel peace of mind knowing my family is always comfortable. The lower bills allow me to plan our first family vacation in years, and I trust my new contractor completely. It's been a game changer for our home."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Business Owner Betty
Age: 38 | Education: Associate's degree | Occupation: Owner of a small cafe
"I'm overwhelmed trying to find an HVAC solution that fits my budget and enhances my cafe. My current system is inefficient, which drives up costs and makes it hard to maintain a pleasant atmosphere."
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Visible Goals
These are the goals your target persona would tell you about.
Install an energy-efficient HVAC system in the cafe
Cut down on operational costs
Create a comfortable environment for customers
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True Goals
These are the real things they want to achieve.
"I want to make my cafe more appealing to customers so they stay longer."
"By saving on energy costs, I can invest more in quality ingredients."
"I need to feel confident that my business is sustainable and thriving."
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I believe upgrading to a new system might hurt my cash flow right now."
"I'm not convinced that energy-efficient solutions will significantly reduce costs."
"I'm concerned about the disruption installation may cause to my business."
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our flexible financing options help manage cash flow while upgrading your cafe.
Investing in energy-efficiency can lead to lower operational costs quickly, offering long-term savings.
We work around your schedule to minimize disruption during installation, ensuring a smooth process for your business.
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"After installing the new HVAC system, my cafe feels inviting and comfortable, encouraging customers to linger and spend. I'm thrilled with the noticeable decrease in energy bills, allowing me to focus on quality improvements for my menu. The entire upgrade process was seamless, enhancing my confidence as a business owner."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on blog posts
Social media engagement rates
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: 'Top Tips for Energy Efficiency at Home: A Guide for Homeowners'
Infographic: 'The Importance of HVAC Maintenance for Comfort and Savings'
Video: 'How to Choose the Right HVAC System for Your Home or Business'
Webinar: 'Understanding HVAC Systems: Upgrades for Energy Efficiency'
Podcast episode: 'Common HVAC Myths Debunked for Homeowners and Business Owners'
Social media stories highlighting 'Quick Fixes for Common HVAC Issues'
What to measure:
Page views per content piece
Average time spent on page
Social shares of content
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
Best home HVAC systems for energy efficiency
Importance of regular HVAC maintenance
How to select an HVAC contractor
Cost-saving tips for HVAC upgrades
Signs you need to replace your HVAC unit
Using HVAC systems to improve indoor air quality
How to reduce energy bills with HVAC improvements
Benefits of energy-efficient HVAC systems
What to look for in HVAC financing options
Understanding HVAC system warranties and guarantees
What to measure:
Organic traffic growth
Keyword rankings for target phrases
Bounce rate on SEO landing pages
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Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook/Meta Ads: Target homeowners aged 35-55 interested in home improvement and energy efficiency.
[Prospecting] Google Ads: Target searches for 'energy-efficient HVAC systems'.
[Prospecting] YouTube Ads: Reach small business owners interested in operational cost reduction and comfort solutions.
[Prospecting] Facebook/Meta Ads: Lookalike audience based on previous visitors to HVAC maintenance blogs.
[Remarketing] Google Ads: Retarget users who visited the blog post about HVAC upgrades.
What to measure:
Click-through rate (CTR)
Impressions on advertisements
New visitors from ads
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Create Instagram Reels showcasing before-and-after HVAC installations.
Run polls on Facebook about common HVAC issues homeowners face.
Share educational posts explaining the benefits of energy efficiency.
Host a live Q&A session on social media addressing HVAC maintenance queries.
Monitor mentions of HVAC-related topics to engage in conversations.
What to measure:
Engagement rate on posts
Follower growth on social channels
Website clicks from social media profiles
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
A/B test different headlines for blog post titles (e.g., 'Energy Efficient HVAC Upgrades' vs. 'Save Money with HVAC Solutions').
Run split tests on call-to-action buttons on landing pages to see which wording generates more clicks.
Analyze heatmaps to determine how visitors interact with high-traffic pages.
Test different content formats (video vs. infographic) to see which attracts more visitors.
Implement exit intent pop-ups offering a free guide on HVAC efficiency tips.
What to measure:
Conversion rate on A/B tested elements
Click-through rates on CTAs
Visitor interaction rate with pop-up offers

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Return visitors to website
Lead conversion rate
Engagement rate on educational content
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
How-to guide: 'Selecting the Right HVAC System: Factors to Consider for Homeowners and Businesses'
Webinar: 'Understanding Your HVAC Options: Energy Efficiency and Cost Savings Explained'
Blog post: 'Energy Efficiency: The Long-Term Savings on Your Utility Bills'
Podcast episode: 'Real Stories: Homeowners' and Business Owners' Experiences Upgrading HVAC Systems'
Video series: 'Common HVAC Questions Answered by Industry Experts'
Email newsletter featuring a case study of successful HVAC upgrades with before-and-after stats
What to measure:
Average time spent on educational content
Number of leads generated from guides/webinars
Engagement (likes/shares/comments) on blog posts and videos
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
Choosing the right HVAC system for your home or business
Benefits of upgrading your HVAC system for efficiency
Cost benefits of energy-efficient HVAC systems
Understanding HVAC financing options
Common questions about HVAC maintenance and repairs
Long-term savings with energy-efficient HVAC solutions
How to choose an HVAC contractor
Upgrading from outdated HVAC systems: What you need to know
Energy-efficient HVAC upgrades for cafes and restaurants
HVAC system success stories: Homeowners and Business Owners
What to measure:
Number of organic leads generated from targeted keywords
Average position of targeted keywords
Pageviews on SEO-optimized content
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook/Meta Ads: Target homeowners aged 35-55 who have shown interest in energy efficiency topics.
[Prospecting] Google Ads: Focus on searches for 'best HVAC systems for energy efficiency'.
[Remarketing] YouTube Ads: Retarget users who watched HVAC upgrade-related videos.
[Remarketing] Google Ads: Reach users who've visited the website's educational resources but haven't converted.
[Prospecting] Facebook/Meta Ads: Promote the upcoming webinar on HVAC options to small business owners.
What to measure:
Cost per lead (CPL)
Click-through rate (CTR) on educational ads
Lead conversion rate from ad campaigns
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Share testimonials of past clients who improved their HVAC systems and their energy savings stories.
Post snippets from the webinars or guides and invite comments/questions.
Create engaging posts encouraging followers to ask HVAC-related questions.
Utilize polls or quizzes on social media about HVAC knowledge to engage audiences.
Monitor brand mentions and respond to inquiries about HVAC services or tips.
What to measure:
Engagement rate on educational content posts
Growth in followers interested in educational HVAC content
Direct messages or inquiries generated from social media engagement
📧
Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Follow-up email campaign after the webinar with additional resources.
Weekly newsletters highlighting the benefits of energy-efficient upgrades.
Segmented email sending personalized content based on homeowner or business owner status.
Case study emails illustrating the cost savings from successful HVAC upgrades.
Monthly reminder emails about available consultations and financing options.
What to measure:
Email open rates on educational content
Click-through rates to landing pages from email
Lead conversion rates from segmented campaigns
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B test subject lines for case study emails (e.g., 'See How We Helped Save xxx in Energy Costs' vs. 'Cut Your Utility Bills Today').
Test variations of webinar registration pages to find the most converting design.
Implement exit-intent pop-ups offering ebook downloads that highlight energy savings.
Run split tests on follow-up emails to see what incentivizes registrations for consultations more effectively.
Experiment with different call-to-action placements on educational content pages.
What to measure:
Conversion rates from A/B tests
Engagement metrics on retargeting ads
Lead capture rates on optimized landing pages

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Customer conversion rate
Average order value
Customer acquisition cost
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Case study: 'How Upgrading to a New HVAC System Saved One Family $200 a Month in Energy Bills' - highlighting specific ROI.
Informative video: 'What to Expect During Your HVAC Installation' to ease fears about the process.
Blog post: 'Top Mistakes to Avoid When Choosing an HVAC Contractor' - specifically addressing concerns over contractor reliability.
Downloadable checklist: 'Essential Questions to Ask Before Hiring Your HVAC Contractor' to facilitate trust.
Testimonial roundup: 'Hear From Homeowners and Business Owners Who Chose Us for Their HVAC Needs.'
Email series: 'Special Financing Options Available for Your HVAC Upgrade - Don't Let Costs Hold You Back!'
What to measure:
Conversion rate from case studies and testimonials
Engagement metrics on videos related to installation processes
Download rate for the checklist offered to potential customers
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
HVAC system installation cost breakdown
Best HVAC contractors near me
Benefits of switching to a new HVAC unit
Upgrading HVAC system financing options
Avoid HVAC contractor scams
Emergency HVAC service features
Energy savings from new HVAC installation
Peak season for HVAC installations
Evaluating HVAC installer reviews
Warranty information for HVAC systems
What to measure:
Leads generated from high-intent keyword searches
SEO ranking for targeted bottom-funnel keywords
Click-through rate on landing pages optimized for conversions
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Prospecting] Facebook/Meta Ads: Target homeowners in need of energy-efficient HVAC installations who recently searched for 'new HVAC systems'.
[Remarketing] Google Ads: Retarget visitors who viewed specific HVAC service pages but did not complete a contact form.
[Prospecting] YouTube Ads: Showcase customer testimonial videos focused on satisfaction and cost savings after installations.
[Remarketing] Facebook/Meta Ads: Focus on users who clicked on content regarding financing options without converting.
[Prospecting] Google Ads: Target 'best HVAC installation services' queries with a compelling ad copy emphasizing customer satisfaction.
What to measure:
Cost per acquisition (CPA)
Return on advertising spend (ROAS)
Conversion rate from remarketing campaigns
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Post success stories on social media showing real-life energy savings after HVAC upgrades.
Create FAQs addressing common concerns about costs and installation processes.
Host live sessions answering questions directly related to choosing HVAC services or installations.
Share before-and-after photos of installations to illustrate quality and impact.
Monitor and reply to any brand mentions regarding HVAC services to build trust and resolve doubts.
What to measure:
Engagement on testimonial posts
Inquiries generated from direct interactions on live sessions
Social shares of success stories showcasing customer satisfaction
📧
Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Follow-up campaign offering additional resources post-inquiry for HVAC services.
Dedicated email on financing plans highlighting affordability and flexibility.
Email sequence addressing common fears around the HVAC installation process.
Promotional email featuring limited-time discounts for immediate sign-ups.
Survey email for recent customers asking for feedback and offering referral incentives.
What to measure:
Email response rates for follow-up inquiries
Conversion rates from emails promoting financing offers
Referral rates from post-service surveys
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test CTA buttons on service pages that promote contacting us for estimates.
Run split tests between long-form testimonials and short video snippets for impact.
Test different messaging on remarketing ads aimed at users who have shown interest.
Analyze user paths from landing pages to final conversion for bottleneck identification.
Experiment with limited-time offer placements on the homepage to capture attention.
What to measure:
Conversion rates on A/B tested CTAs
Time on page for testimonial content
Drop-off rates at different stages of the conversion funnel

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value
Churn rate
Referral rates
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly newsletter featuring energy-saving tips tailored for customers who upgraded their HVAC system.
Follow-up video series on maintenance best practices that ensure optimal HVAC performance for existing customers.
Blog post: 'Why Regular HVAC Maintenance is Key to Longevity and Savings' to provide ongoing value.
Case study review: 'How Our HVAC Services Made a Difference for Homeowner Hank and Business Owner Betty' showcasing long-term benefits.
Exclusive webinar for existing customers: 'Ask the Experts: HVAC Care and Fuel Efficiency Tips'.
Personalized thank-you emails including discount offers for early renewals or referrals.
What to measure:
Open rates for retention-focused email campaigns
Engagement on maintenance and tips content
Number of case study views
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
Seasonal HVAC maintenance checklists
Guide on troubleshooting common HVAC issues at home or in business
Energy efficiency tips for existing HVAC systems
Benefits of renewing your HVAC service agreement
Frequently asked questions about HVAC care post-installation
Upkeep guides for specific HVAC systems in use
What to measure:
Organic traffic to retention content
Average session duration on maintenance and care-related pages
Pageviews on SEO content specific to existing customers
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook/Meta Ads: Target previous customers with promotions for regular maintenance plans.
[Remarketing] Google Ads: Retarget customers who have completed an installation with services that cater to upkeep.
[Prospecting] YouTube Ads: Offer value-added content targeting existing HVAC users to encourage sign-ups for updated services.
[Remarketing] Instagram Ads: Highlight referral discounts for satisfied customers who share testimonials.
[Prospecting] Google Ads: Promote energy savings consultations aimed at current customers in a seasonal context.
What to measure:
Click-through rate (CTR) on retention-focused ads
Customer engagement with remarketing campaigns
Conversion rates from advertisements on maintenance
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Create social media campaign highlighting customer stories, showcasing how HVAC upgrades made a difference.
Share DIY maintenance tips on Instagram stories alongside before-and-after comparisons.
Host live Q&A sessions on platforms addressing customer concerns related to HVAC maintenance.
Monitor mentions and respond promptly to customer inquiries while encouraging feedback.
Run contests that encourage customers to post about their positive experiences with HVAC services.
What to measure:
Engagement rates on customer success posts
Growth in followers engaging with maintenance tips
Number of user-generated content shared
📧
Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Monthly performance report email summarizing the benefits customers are experiencing since the upgrade.
Thank-you email series with tips for maintaining HVAC systems effectively.
Announcement email for exclusive customer events or webinars focused on HVAC optimization.
Feedback request email encouraging recent customers to share their experiences and offer referral bonuses.
Promotional email offering loyalty discounts for long-term customers.
What to measure:
Email open rates on retention campaigns
Response rates from feedback requests
Conversion metrics on promotional emails
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test segmented emails to determine the most effective promotion methods for retention.
Run split tests on landing pages that promote maintenance services with varying levels of customer testimonials.
Experiment with sending personalized follow-up emails based on user activity post-installation.
Test different messaging types for retention ads targeting users who have used services previously.
Optimize landing page layouts for ease of navigation related to maintenance services.
What to measure:
Engagement levels on A/B tested email campaigns
Conversion rates on optimized retention landing pages
User feedback on funnel optimizations

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