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Your email marketing is talking to customers every month, but do you actually know what it’s saying in the data? We sit down with Jocelyn from the Mailchimp Academy team to decode the metrics that separate a “we sent it” newsletter from an email program that steadily builds brand awareness, website traffic, and revenue for contractors and home service companies.

We dig into open rate (OR) and what really drives it: subject lines, timing, relevance, localization, and even the new reality of inbox AI summaries that can preview your message before anyone clicks. Then we move to click-through rate (CTR) and why it’s often the missing link. If your email has nothing compelling to click, your CTR will tell on you. We share practical CTA ideas that speak to real homeowner problems, plus simple A/B testing strategies to improve results without changing everything at once.

Finally, we talk ROI and attribution, because the customer journey is rarely clean. A customer might click from an email to your website, read an article, and call later, so your team has to connect those dots to understand what’s actually working. We also cover list growth rate, segmentation, personalization, and using send time optimization so your cadence stays calm, consistent, and intentional.

If you want better email marketing performance without wasting budget, listen now, share this with a contractor friend, and subscribe. After you listen, will you commit to tracking OR, CTR, and ROI for your next send and tell us which one you’re fixing first?

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