The Sperry Tree Care Club email campaign has now completed 12 batch deployments across 9,232 total sends since launch on February 4, 2026. The campaign has converted 1,038 email subscribers into Club members — an 11.2% overall conversion rate that is well above industry benchmarks for service-based email campaigns.

Engagement remains exceptionally strong. The 48.41% open rate (last 90 days) is nearly triple the field-services industry average of ~18%. The 4.91% click rate reflects active interest in the Club offer. The 2.00% unsubscribe rate over 37,100 sends is within acceptable range but worth monitoring across future batches.

SMS opt-in stands at 322 members (31.0% of Club members), creating a high-value direct-text channel for seasonal promotions and service reminders. The program is generating measurable proof of concept ahead of the full retainer phase.

Note on batch counts: Batch tag sizes reflect the current subscriber count with each tag applied at import. These match the Kit import records exactly. Batch 4 and Batch 4.1 were separate imports of ~390 contacts each across Feb 10–11. Batch 8–10 was a combined import of 2,398 contacts on March 3. No further batch imports have occurred since March 10 — the full existing customer list has been deployed.

The campaign has achieved an 11.2% member conversion rate against total sends — strong performance for an email-only campaign in the residential tree care segment. Among those who joined, 31% also opted into SMS, indicating strong intent and willingness to engage via mobile. The "Tree Club LP Visitor" count of 1,243 shows meaningful traffic to the sign-up landing page, suggesting some prospects are researching before converting.

Based on 2020–2025 revenue history (10,799 records cross-referenced against 1,045 Club members) plus Jobber billing actuals (Sep 2025–Apr 2026). Active Baseline = SUM(Total_Revenue ÷ Years_Active) for 508 Active/High-Value members = $966,858/year. Dormant avg = $1,553/year (313 dormant members with data).

Jobber validation: 163 of the 1,045 Club members were positively identified in Jobber billing (Sep 2025–Apr 2026, 7 months), invoiced at $287,643 total. Annualized, that's $493K/year from just this subset. For the 109-member overlap with the historical baseline group, Jobber spend annualizes to $307,903 vs. their historical rate of $194,224 — a 58% increase, consistent with the Club's upsell and engagement effect. This validates the conservative scenario and supports the upside cases.

Methodology: Active Baseline = SUM(total_revenue ÷ years_active) for Active/High-Value Club members with revenue history (2020–2025 XLSX). Profit = Gain × 17%. ROI = Profit ÷ $8,346 total project cost. Exit Value = Profit × 2.5–4.0× multiple. Dormant reactivation uses $1,553 avg annual spend (313 members). 55 Club members with no revenue history excluded. Jobber billing (Sep 2025–Apr 2026) cross-referenced via name matching; 435 of 598 Jobber clients matched, 163 confirmed as Club members ($287,643 invoiced). Unmatched Jobber clients (112 records, $210,799) may include additional Club members — full email matching requires Jobber OAuth integration.

List health addendum (XLSX): The companion spreadsheet contains a Summary tab and placeholder tabs for Bounced, Complained, and Unsubscribed contact detail. Individual subscriber detail for these categories requires a Kit subscriber export with status filters — the current Kit connector and Chrome UI do not surface these contact-level lists. Flag for next run or run a manual Kit export filtered by status = bounced/complained/unsubscribed.

1. Full list deployed — campaign enters engagement phase. All 9,232 known customer records have been emailed. No new batch deployments since March 10. The campaign now enters a maintenance/nurture phase. Consider a re-engagement sequence for the ~7,884 subscribers who are active but haven't converted to Club members yet (8,924 active − 1,040 members).

2. 48% open rate is a leading indicator of trust, not just interest. Sperry's existing customer base has a strong relationship with the brand. This open rate will decay over time — the window to convert remaining subscribers into members is narrowing. A time-limited "founding member" push to the unconverted list could capture additional conversions before the honeymoon period ends.

3. SMS opt-in at 31% is the real prize. 322 members have given direct mobile access — a channel that typically outperforms email 5:1 for service reminders and seasonal promotions. This list should be activated for spring tree services immediately.

4. Zapier sync gap confirmed — 29 Kit members missing from Jobber. Email-level reconciliation shows 1,011 matched (97.2%), 29 in Kit only (all March 11–15 signups, not yet in Jobber), and 5 in Jobber only (likely phone-only signups). The 29-member Kit-only gap is entirely within the launch window, pointing to a broken or delayed Zapier Kit→Jobber sync. Check the zap and add manually if needed. Full record lists in the XLSX addendum.

5. Revenue/LTV projections: Deferred to next report. Requires a Kit subscriber export with total_revenue and years_active custom fields. All other data confirmed live and reconciled.