How we used Active Campaign automation to reduce customer churn
Project results
Increase in repeat customers
More Cleanings Per Month
Project overview
Dulinagi Cleaning, a Boston commercial cleaning service, had a problem: they were good at getting new clients but struggled to keep them. By putting a smart email marketing plan in place with ActiveCampaign, they built stronger client relationships, cut down on churn, and opened up a new way to get leads. In just one year, they reduced customer churn by 22%, saw a 15% jump in repeat business from seasonal emails, and grew their marketing list by 30%.
The Challenge: Good Service, Weak Relationships
Dulinagi Cleaning provides top-notch service for businesses all over Boston. The problem wasn't the quality of their work; it was the silence between cleanings. Communication was mostly just about invoices and booking times. Once a job was done, there was little to no follow-up. This meant clients would often drift away after one or two services, forcing Dulinagi to constantly chase new business instead of building on the base they already had. They were reacting to customer needs, not proactively building loyalty.
The Solution: Staying Top-of-Mind with ActiveCampaign
To fix the churn problem, Dulinagi Cleaning set up an email automation strategy with ActiveCampaign. The plan was simple: talk to clients regularly and give them something useful. This wasn't about spamming them with sales pitches. It was about building a real relationship.
Here's how they did it:
1. Bi-Weekly Newsletters That Weren't Just Ads:
They started sending out a newsletter every two weeks. Instead of just pushing their services, the content was actually helpful—cleaning tips for the office, advice on keeping high-traffic areas presentable, and updates about the company. This positioned Dulinagi as an expert in maintaining professional spaces, not just another cleaning crew. It kept them on their clients' radar in a positive way.
2. Smart Seasonal Reminders and Offers:
You know how busy things get before the holidays or during a big spring clean. Dulinagi used ActiveCampaign to get ahead of that rush.
- Seasonal Prompts: Automated emails went out to remind clients about booking "Pre-Holiday Cleanups" or "Spring Cleaning" services for their offices.
- Event-Based Discounts: They created special offers around events like Black Friday or Halloween, like a "Spooktacularly Clean" discount in October. These emails were targeted and timed perfectly, making it easy for clients to book another service.
3. Using Free Content to Get New Leads:
Dulinagi also used ActiveCampaign to attract new clients. They offered free, valuable resources like a "10-Point Spring Cleaning Checklist" on their website. To get the checklist, a potential client just had to enter their email. ActiveCampaign then automatically sent the PDF and added that person to a follow-up email sequence that introduced Dulinagi's services and offered a new-customer discount.
The Results: Less Churn, More Business
The numbers don't lie. This straightforward email strategy delivered real results within 12 months.
- 22% Drop in Customer Churn: By staying in touch with useful content, Dulinagi built loyalty and stopped clients from disappearing after one job.
- 15% Boost in Repeat Bookings: The seasonal and holiday emails worked. Clients started booking ahead of busy periods, leading to more predictable schedules and revenue.
- 30% Email List Growth: The free checklists were a hit, bringing in a steady stream of qualified leads from local Boston businesses.
"Before this, it felt like a constant grind for new customers. ActiveCampaign let us actually build relationships with the clients we already had. The seasonal reminders are a game-changer—our clients now book ahead, and our schedule is steadier than ever." - Founder, Dulinagi Cleaning
