Ravinia Plumbing

Ravinia Plumbing, Sewer, Heating & Electric is a home services company serving Chicago's North Shore and northwestern suburbs. Over a multi-year engagement, we've provided inbound marketing services including a comprehensive email strategy built around newsletters, cross-selling, and their standout program: the Home Care Club.

Ravinia's email marketing runs on three tracks: monthly newsletters sent mid-month, cross-selling promotions targeting existing customers, and Home Care Club membership campaigns. The contact list has grown to over 20,000 contacts, with new subscribers feeding in automatically through Unbounce landing pages and website form submissions connected to Mailchimp. That pipeline of new contacts ensures the email list grows continuously without manual effort.

But it's the Home Care Club that dominates the results.

The Home Care Club is Ravinia's annual HVAC maintenance membership program. Twice a year — spring and fall — a single email goes out to members prompting them to schedule their seasonal tune-up. The content is deliberately simple: a clear reminder, a strong discount offer for members, and an obvious call to action to book the appointment.

No elaborate design. No multi-part sequences. Just a relevant message at the right time to the right people.

Between 2021 and 2023, the biannual Home Care Club campaign generated 56% of all email marketing revenue — from just two sends per year. Those same emails produced 53% of all email leads over the three-year period, with an overall close rate of 51%.

The pattern is consistent and predictable: every April and September, Ravinia sees a significant spike in leads and revenue that corresponds directly to the Home Care Club emails. Lead counts in the two months *following* each email also remain several times higher than in the two months before — evidence that the email doesn't just create an immediate response but sustains momentum well beyond the send date.

Ravinia's email success challenges the assumption that more sends equals more results. Their best-performing campaign runs twice a year. What makes it work isn't frequency — it's relevance. A membership base that already trusts the company, a clear offer tied to a seasonal need, and a frictionless path from email to scheduled appointment.

For service companies with a membership or maintenance program, this is the template: build the list, keep the message simple, time it to when customers actually need you, and make it easy to say yes.