Turning existing customers into repeat revenue
Email Marketing Case Study: A&R Roof & Hard Surface
Industry:
Business Type:
Home Improvement & Property Care
Customer Retention • Repeat Revenue • Referrals
Focus:
Service-Based
A&R Roof & Hard Surface Ltd. already had something incredibly valuable: an established base of customers who had experienced their services first-hand. The challenge was making the most of those existing customer relationships.
In this email marketing case study, we explore how AGenta transformed A&R's email marketing from basic and inconsistent communication into a strategic customer retention channel — using targeted campaigns, automated customer journeys and a stronger database strategy to create more opportunities for repeat business.
Email marketing results
Building consistency. Increasing engagement. Creating opportunities for repeat business.
+51%
Increase in email engagement
144
Campaigns delivered
+62%
Repeat customer activity
7
Automated customer journeys
Inconsistent communication
Very few emails were being sent, meaning customers could easily forget about A&R once their initial service was complete.
Limited promotion of services
There was little strategic promotion of A&R's wider service offering, meaning existing customers weren't consistently being made aware of other services available to them.
An inconsistent brand experience
Existing email designs didn't effectively reflect A&R's branding or the quality of their services.
No automated customer journeys
There were no structured flows to welcome new customers, encourage repeat business or follow upwith customers after their initial service.
The challenge
Before AGenta came on board, A&R's email marketing had several gaps.
Missed opportunities within the CRM
There wasn't a consistent process for adding new subscribers to the CRM, meaning both new and existing customers could miss out on future communications.
Automated customer journeys
One of the biggest opportunities was introducing automation.
Instead of relying entirely on manual campaigns, we created automated journeys that could continue working in the background. In addition to the two main flows below, we made sure to set up follow up flows for each service.
Welcome flow
New customer → Thank you → Review request → Additional services → Exclusive offer → Ongoing campaigns
The welcome journey was designed to thank customers for choosing A&R while immediately beginning the relationship beyond their first service.
Customers are introduced to A&R's wider services and encouraged to return with an exclusive offer.
Maintenance Follow-Up Flow
Service completed → Customer relationship continues → 6-month follow-up → Maintenance reminder → Repeat booking opportunity
The maintenance follow-up flow was created to reconnect with customers at a relevant point after their initial service.
Rather than waiting for the customer to remember that further treatment may be required, A&R can proactively remind them and create another opportunity to book.
Campaign
strategy
We then introduced a consistent campaign strategy designed specifically around A&R's existing customer base.
Rather than sending generic emails, campaigns were planned around relevant customer needs, seasonal opportunities, individual services and reasons for customers to take action.
Campaigns were designed to:
Educate
Show customers the importance and benefits of property maintenance.
Promote
Highlight A&R's wider range of services.
Create Urgency
Use seasonal conditions, weather and relevant occasions to encourage customers to act.
Build trust
Showcase completed work, testimonials and transformations.
Drive repeat business
Remind previous customers when additional services may be relevant to them.
Turning the database into an asset
A key part of the strategy was ensuring the customer database became an active marketing asset rather than simply a list of previous customers.
We introduced a more structured approach to organising contacts and communicating with them based on their relationship with A&R.
This allows campaigns and automated communications to become more relevant while creating opportunities to promote the right services to the right customers.
Brand & template refresh
We started by creating a completely new suite of email templates designed to mirror A&R's existing brand.
The goal was to create a consistent visual identity across every communication while giving their emailsa more professional and polished appearance.
We focused on...
-
Brand consistency
-
Clear visual hierarchy
-
Mobile-friendly layouts
-
Strong calls to action
-
Service-led imagery
-
Consistent promotional messaging
The impact
Email is now part of the customer journey - not an after thought.
What began as an underused email database has become a consistent customer retention channel for A&R.
The biggest change wasn't simply sending more emails.
It was creating a system.
A system that communicates with customers consistently, promotes the full range of A&R's services, follows up automatically and creates more opportunities for customers to return.
And because the strategy is built around existing customers, every campaign has the potential to generate additional value from relationships A&R has already invested in creating.
