---
title: AHS Training Email Performance & Issues
type: article
created: '2025-10-14'
updated: '2025-10-14'
source_docs:
- raw/2025-10-14-ahs-marketing-meeting-94083992.md
tags:
- email-marketing
- training
- lead-quality
- ahs
- list-hygiene
layer: 2
client_source: null
industry_context: null
transferable: true
---

# AHS Training Email Performance & Issues

## Overview

During the October 2025 monthly check-in, AHS (Asbestos Hazard Solutions) reported **zero sign-ups** from recent training email blasts — a stark contrast to historical performance where the same school training list generated **30–40 registrations**. The failure affected multiple training campaigns, with only 4 total sign-ups across all sessions, and those came from direct personal outreach by Gina (2 she sent herself) and 2 repeat attendees who had already registered before.

This represents a significant drop in email channel effectiveness and requires immediate investigation before upcoming training dates.

## Upcoming Training Dates at Risk

- **November 19** — Madison training
- **December 11–12** — Two-day training in the Dells

## Historical Baseline

The school training email list had previously generated **30–40 sign-ups per blast**. This was the primary driver of training registrations. The current blast produced zero organic sign-ups from the list.

> *"That normally we get, like, 30 or 40 people signed up when we use that list before. So, that list either needs to be scrubbed or, I don't know."*
> — Gina Richardson, AHS

## Likely Failure Points

The root cause is not yet confirmed, but the following areas need investigation:

### 1. List Quality / Deliverability
- The contact list may have gone stale — addresses may have changed, bounced, or been flagged as spam traps
- High bounce rates would suppress delivery and could damage sender reputation
- The list may need to be scrubbed or rebuilt

### 2. Email Metrics Not Yet Reviewed
- Bounce rate, open rate, and click-through rate from the sent blasts have not been pulled
- Chris (the sender) should have access to these stats via the email platform
- **Action:** Sebastian to obtain and share these metrics with Gina

### 3. Template / Content Issues
- The email structure and template were set up by Sebastian and sent through Chris
- If open rates are low, subject line or sender reputation may be the issue
- If open rates are acceptable but clicks/sign-ups are low, the CTA or landing page may be the problem

### 4. Registration Page UX
- A prototype training registration page is in progress but not yet live
- Current sign-up flow may be creating friction
- **Action:** Sebastian to prepare a prototype for client review before next meeting (Oct 28)

## Proposed Remediation

### Short-Term
- Pull and analyze email metrics (bounce rate, open rate, CTR) from Chris
- Investigate whether the correct list was used for the school training blast
- Look for an alternative or supplemental contact list

### Medium-Term
- Explore **mass texting** as a supplemental or replacement channel for training promotions
  - Gina suggested this directly; Sebastian mentioned familiarity with **Text180** as one option
  - Asymmetric to research what platform they recommend internally
  - SMS would allow direct registration links sent to mobile, reducing friction
- Standardize a successful outreach playbook once a working approach is identified

> *"Is there a way to mass-text that kind of information?"*
> — Gina Richardson
>
> *"Yeah... you could send them a link right there... they get them to phone."*
> — Sebastian Gant

## Key Insight (Generalizable)

**Email list decay is a silent killer for event-driven campaigns.** A list that worked well historically may degrade significantly over 1–2 years without active maintenance. When a campaign that previously drove 30–40 sign-ups produces zero, the first diagnostic step should always be deliverability metrics — not content or targeting. If bounce rates are high, no amount of copy optimization will fix the problem.

For clients running periodic training or event promotions, consider:
1. Scrubbing lists before each major campaign
2. Supplementing email with SMS for time-sensitive registrations
3. Building a dedicated registration page with conversion tracking to isolate where drop-off occurs

## Action Items

- [ ] Obtain email blast metrics (bounce rate, open rate, CTR) from Chris — **@Sebastian Gant**
- [ ] Investigate school training list quality; look for alternative lists — **@Sebastian Gant**
- [ ] Research mass texting platforms (Text180 or Asymmetric-preferred alternative) — **@Sebastian Gant**
- [ ] Prepare training registration page prototype for client review — **@Sebastian Gant**

## Related

- [[clients/ahs/_index]]
- [[meetings/2025-10-14-ahs-marketing-meeting]]
- [[knowledge/email-marketing/list-hygiene-best-practices]]
- [[knowledge/training-promotions/sms-outreach]]