---
title: AHS Training Promotion Email Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-11-ahs-marketing-meeting-100842454.md
tags:
- email-marketing
- training-promotion
- lead-magnet
- list-growth
- client-ahs
layer: 2
client_source: null
industry_context: null
transferable: true
---

# AHS Training Promotion Email Strategy

Email campaign performance and list growth strategy for AHS school asbestos training courses (Dells and Madison). The core challenge: a small email list limits the ability to consistently fill training sessions to capacity, despite strong engagement metrics.

## Campaign Performance Benchmarks

The first two rounds of training promotion emails performed well on engagement, indicating content and messaging are not the bottleneck — list size is.

| Metric | Result | Assessment |
|---|---|---|
| Open rate | 30–40% | Strong |
| Clicks to form | ~52 | Good |
| Form conversion rate | ~50% (~25 registrations) | Strong |
| Soft bounce rate | 2.6% | Acceptable |
| Hard bounce rate | 3.4% | Acceptable |
| Unsubscribe rate | ~1.9% per 2,000 emails | Acceptable |

**Rule of thumb:** Expect approximately 13–14 sign-ups per 1,000 emails sent to this audience.

## Current Registration Status

As of November 2025:

- **Dells course** (Kalahari Resort): 15 registrants / 50 capacity
- **Madison course**: 13 registrants / 25 capacity

The Madison course is a refresh for existing certified personnel and is not a growth target. The Dells course is the primary growth focus, with Bob's long-term goal of 100 attendees (currently capped at 50 by room size).

## Email Optimization Recommendations

Even with strong metrics, incremental improvements to the email itself:

- **Move CTA above the fold** — the registration button should be visible without scrolling
- **Add urgency messaging** — include specific upcoming dates and deadline language
- **Bold key compliance questions** — e.g., "Is your school asbestos compliant?" as a visual anchor
- **Send frequency** — weekly cadence as training dates approach, adjusting subject lines for urgency

## List Growth Strategy

Since the list size is the constraint, a multi-channel approach is needed:

### 1. Direct Outreach to Past Attendees
Gina to personally text/call past training attendees who have not yet re-registered. Annual re-certification is required, making these warm contacts with a clear reason to return.

### 2. Facebook Ads
Two audience segments with separate budgets:

- **School administrators/principals (higher budget):** Compliance-focused messaging — "Is your school asbestos compliant?" Targets the decision-maker who controls whether staff attend.
- **Parents (lower budget):** Informational/awareness content. Indirect path to action (parent pressure on school administration), harder to measure but low cost.

See [[wiki/clients/ahs/projects/facebook-ads]] for campaign setup.

### 3. Lead Magnet + Landing Page
Create a dedicated page targeting school asbestos compliance keywords organically and via paid traffic. Offer a free downloadable asset in exchange for an email address.

**Lead magnet options (pending Bob approval):**
- Compliance checklist (simplest to produce, highest perceived utility)
- Requirements guide PDF (2–3 pages, more depth)
- Record-keeping template (Google Sheet format)
- Annual reminder email series ("We'll remind you each year")

The page itself serves dual purpose: SEO ranking for terms like "school asbestos compliance Wisconsin" and email capture. The lead magnet CTA should appear prominently at the top of the page.

> **Note:** Bob must approve all content on this page. Messaging must make clear that AHS offers scheduled annual courses (not on-demand training), so the page should direct visitors to sign up for the next available session rather than implying custom scheduling.

### 4. Internal Contact List Research
Sebastian to consult the internal sales outreach coordinator about tools that can surface school administrator contacts. Also check internal CRMs (HubSpot, etc.) for school-related contacts from past clients.

### 5. Public Event Attendee Lists
Monitor for public school-related events that publish attendee or participant lists. Scraping tools can extract emails from publicly available lists.

### 6. Government Records Request
Explore a records request (potentially via DPH or equivalent Wisconsin agency) to obtain a list of designated school asbestos contacts statewide. This could provide a significant one-time list expansion.

## Audience Constraints

The school training audience is inherently limited:

- Typically one or two designated persons per school in Wisconsin
- Audience skews male, janitorial/facilities staff — less likely to be on Facebook
- Principals and administrators are the better Facebook target
- Many long-tenured attendees are retiring; their replacements need the full two-day Dells course first before qualifying for the Madison refresher

This means list growth is a long-term effort with a finite ceiling, but the ceiling (all Wisconsin schools) is large enough to justify sustained investment.

## Related

- [[wiki/clients/ahs/projects/facebook-ads]]
- [[wiki/clients/ahs/projects/school-training-lead-magnet]]
- [[wiki/clients/ahs/_index]]
- [[wiki/knowledge/ppc/ahs-ppc-campaign-notes]]