Terminix Email testing
Terminix was looking to increase its 2018 new customer sales, click-to-conversion, and overall conversion rates. They looked to our team to provide a range of creative for lead-nurturing emails. We tested different combinations of messaging and content types for three main lead groups: hot, warm and chilly.
Role: Concept, Design and Collaboration with UX/Developers
Agency: Publicis Hawkeye
Agency: Publicis Hawkeye
Creative Direction: Steve Stevenson
Writing: Kevin Treaccar
UX/Development: Bryan Russell
Account Services: Andrea LeFevre and Christina Pappas
HOT LEAD Testing
These emails focused on leads who requested a quote from Terminix and were likely to make a purchase within the first couple of days. Three primary themes were tested: the basics of Terminix service; one-time vs. on-going service; reasons not to do-it-yourself (DIY).
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/cc4a3fb2eed1f2b8b0d181906fb31766/b35df904-dd83-4142-9df4-a6af2582bfdb_rw_1920.gif?h=ce17e8749f2ac0da1d35a2893fd4915e)
WARM LEAD Testing
These emails focused on leads who requested a quote and continued to open emails without making a purchase. They may have shopped around or opted to try a DIY approach. These emails focus on technician imagery and tested three main themes: the quality of Terminix service; how the services make it easy on the customer; the top reasons to get a pest control plan.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/cc4a3fb2eed1f2b8b0d181906fb31766/abcedcb4-cf58-4637-af76-78085dd20388_rw_1920.gif?h=a96bb9de8d6ad538158e0219d63b44e8)
CHILLY lead testing
Leads in this testing had contacted Terminix, but had not engaged with follow-up emails or calls within seven days. They may have opted to go with a low-cost, local competitor for service. Two emails were tested that featured banner animations and focused on the benefits of Terminix service over local options.
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/cc4a3fb2eed1f2b8b0d181906fb31766/960da123-2f07-47a6-8197-a03a7cb0a0ae_rw_1920.gif?h=33d707bd0934cc2964ad1f8a49ecf1e7)