Pre-partnership, South Mini Splits had four basic flows generating some revenue but leaving massive gaps in the customer journey. We rebuilt the entire flow architecture with six new optimized flows built from scratch in the first month:

AM | Pre Purchase Welcome Series (launched May 23)

• $224,759 in revenue from 89 conversions
  
• Email 1 alone: $146,342 from 67 conversions, $126.92 RPR
  
• This single flow generated 26.5% of all email revenue during the partnership
  
• Became the foundation of the entire program
  

AM | Abandoned Checkout (launched May 23)

• $128,815 in revenue from 26 conversions
  
• Highest RPR message: $323.39 (recovering high-ticket cart abandons)
  
• Critical for $3,000 average order products where abandonment is common
  

AM | Pre-Arrival | Post Purchase (launched May 23)


• $32,952 in revenue from 17 conversions
  
• $189.47 RPR
  
• Drives cross-sells and repeat purchases
  

AM | Added to Cart (Shopify) (launched June 26)


• $32,876 in first 2 months
  
• $86.23 RPR
  
• Captures early-stage abandonment before checkout
  

AM | Browse Abandonment (launched June 30)


• $21,326 in revenue from 8 conversions
  
• Captures research-phase customers
  

AM | Site Abandonment (launched May 23)


• $7,414 in revenue, $375.34 RPR (highest per-recipient revenue)
  
• Recovers early exits
  

Total flow revenue during partnership: $556,779—representing 65.8% of all email revenue. The automated flows did the majority of the work, running 24/7 without manual intervention.

HVAC contractors and homeowners are not the same customer. Contractors are technically knowledgeable, price-aware, buying in volume for client projects. Homeowners are researching, learning, often intimidated by technical specs, doing DIY installations. Sending the same message to both is inefficient.

We built separate segments:

• Contractors: Targeted with bulk pricing, project efficiency content, callback prevention tips, contractor loyalty messaging
  
• Homeowners: Targeted with BTU calculators, pre-installation checklists, "Know Before You Install" guides, DIY system recommendations
  

Campaign examples:

• "Contractor Loyalty: Bulk Savings on Your Next Project" → contractors only
  
• "BTU Made Easy: Find Your Perfect System Size" → homeowners only
  
• "Heatwave Survival Guide for HVAC Pros" → contractors only
  
• "DIY Systems On Sale: Install Yourself and Save" → homeowners only
  

By differentiating messaging, we increased relevance, reduced list fatigue, and improved conversion for both groups.

HVAC equipment has clear demand spikes: summer cooling season (June-August), pre-summer prep (May), fall heating prep (September). We built multi-email series around every major sales opportunity instead of single blasts.

July 4th series (3 emails):

• July 4th Announcement
  
• July 4th Reminder: $26,841 revenue, 3 conversions
  
• Last Call: July 4th Sale
  

Prime Day series (4 emails):

• Prime Day 1st Promotion: $41,507 revenue, 4 conversions (highest single campaign)
  
• Summer Sale continuation: $18,382 revenue
  
• Last Call: Prime Day Sale: $9,507 revenue
  
• Prime Day Final: $9,108 revenue
  

HVAC Day series (3 emails):

• June 22: What is HVAC Tech Day?
  
• Final Call: $21,773 revenue, 8 conversions
  

Labor Day series (3 emails):

• Labor Day Sale announcement
  
• Labor Day Sale Ending: $10,254 revenue
  

The multi-touch approach meant customers saw the offer multiple times, creating urgency and maximizing conversion during high-intent periods.

We built retargeting segments based on purchase history from the previous year:

• July 4th 2024 purchasers → July 4th 2025 campaigns
  
• Labor Day 2024 purchasers → Labor Day 2025 campaigns
  
• BFCM 2024 purchasers → BFCM 2025 campaigns (even though HVAC isn't peak season)
  

If someone bought a mini split during July 4th sales last year, there's a reasonable probability they're working on another project or know someone who needs equipment this year. Retargeting proven buyers during the same promotional window increases conversion likelihood.

Pre-partnership, every campaign was a product announcement. We diversified into six content types:

1. Holiday/Seasonal Promos: July 4th, Prime Day, Memorial Day, Labor Day, HVAC Day

1. Educational/Value: BTU Made Easy, Know Before You Install, Pre-Install Playbook, Heat Pumps Explained
   
2. Urgency/Price Alerts: Price Increases Coming, R410A stock alerts (regulatory phase-out)
   
3. Social Proof/Trust: Why Pros Choose SMS, Customer Stories, Contractor Feedback
   
4. Product Launches: Thermostat Launch, Bravo Back in Stock
   
5. Contractor-Specific: Contractor Loyalty, Heatwave Survival Guide, Bulk Savings
   

Educational campaigns like "BTU Made Easy" (40.2% open rate, $12,232 revenue) and "Cool Jobs Done Right" (38.5% open rate, $16,392 revenue) outperformed many promotional sends—proving that value-driven content builds trust and drives sales.

We implemented 8+ suppression segments to protect deliverability:

• Bot detection (AM | Bots / AM | NOT Bots)
  
• Marked as Spam 3+ Times
  
• Hard Bounced
  
• False Emails
  
• Invalid Emails
  
• Does Not Accept Email Marketing
  
• Deadweight Removal (30+ emails, never engaged)
  
• Recent Purchaser Exclusion (prevent campaign fatigue)
  

The result: bounce rate dropped from ~1.0% to 0.44% (-56%), delivery rate improved from ~99.0% to 99.5%, and spam complaints stayed controlled at ~0.5 per campaign average.

Flows created: 6 new automated flows Segments created: 24+ including:

• Engagement tiers (30, 60, 90, 120, 150 days)
  
• Persona segments (Contractors, Homeowners)
  
• Purchase behavior (Buyers all-time, Last 3 months, Predicted next order)
  
• Holiday retargeting (July 4th 2024, Labor Day 2024, BFCM 2024)

Suppression segments: 8+ for deliverability protection Content types: 6 diversified formats (vs product-only before)

South Mini Splits proves that email attribution isn't fixed—it's a function of infrastructure, segmentation, and strategy.

10% email attribution for a high-ticket HVAC brand isn't acceptable when the program lacks basic infrastructure. No segmentation means contractors and homeowners get identical messages. No suppression means deliverability degrades. No educational content means missed trust-building opportunities. Four template flows means gaps in the customer journey go unfilled.

The transformation wasn't about "sending more emails." Campaign frequency did increase 150%, but that's not what tripled attribution. What tripled attribution was building what didn't exist:

Six automated flows that capture every stage of the customer journey, running 24/7, generating $556,779 (65.8% of all email revenue). A welcome series that generates $224,759 with Email 1 alone producing $146,342. Contractor vs. homeowner segmentation that treats different customers differently. Multi-email holiday series instead of single blasts. Educational content that builds trust with DIY homeowners researching installations. Eight suppression segments that protect deliverability.

In four months, email went from 10% to 30% of total revenue. $846,754 generated. Peak month (July) hit $164,352 in campaign revenue alone, with a single Prime Day campaign generating $41,507.

When email attribution is stuck at 10%, the program isn't maxed out—it's under-built. Build the infrastructure, and the attribution follows.