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.
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.
As of November 2025:
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).
Even with strong metrics, incremental improvements to the email itself:
Since the list size is the constraint, a multi-channel approach is needed:
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.
Two audience segments with separate budgets:
See [1] for campaign setup.
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.
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.
Monitor for public school-related events that publish attendee or participant lists. Scraping tools can extract emails from publicly available lists.
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.
The school training audience is inherently limited:
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.