Results at a Glance
48%
avg email open rate
0.20%
avg email unsubscribe rate
8
existing customer upsells from emails
1,700+
leads in first 8 months of website launch
About Solid Green Lawn & Landscape
Founded by Russell Skipper in 2011, Solid Green Lawn & Landscape is a family-owned and locally operated lawn care company serving homeowners, businesses, and HOAs throughout Northeast Georgia.
The company focuses on long-term lawn health through personalized treatment programs, clear communication, and hands-on service. Its offerings include lawn care, tree and shrub care, and pest control, with programs designed around the specific needs of each property.
The Challenge
Solid Green Lawn & Landscape already had an established customer base, giving the company an audience that was familiar with its services and already trusted the brand.
The challenge was finding ways to stay connected with those customers and introduce them to additional services without turning every email into a sales pitch.
Because the email list consists exclusively of Solid Green’s clients, the strategy didn’t need the traditional lead-generation email marketing. These weren’t cold prospects. They were existing customers who might already use one service but not know about another.
Fusebox set out to make email a consistent part of Solid Green’s customer communication strategy, using it to share helpful information, provide seasonal reminders, increase awareness of available services, and create opportunities for customers to add services to their existing programs.
The Fusebox Strategy
Email marketing became an ongoing process of testing, education, and strategic upselling rather than a set-it-and-forget-it newsletter.
Because the audience already knows Solid Green, the focus is on relevance and timing: giving customers useful information while introducing services that make sense for the season or their property’s needs.
Testing Headlines & Subject Lines
Getting an existing customer to open an email still begins with giving them a reason to pay attention.
Fusebox tests different headlines and subject-line approaches to understand which message resonates with Solid Green’s audience. That ongoing testing shapes future campaigns.
Finding the Right Length
Not every message needs the same amount of information.
Some emails are short and focused on a specific service or promotion. Others provide more detailed information, tips, or context. Testing different formats helps determine how much information is appropriate for different types of messages.
Building Credibility
Trust is important even when marketing to an existing customer.
Fusebox incorporates customer reviews and other credibility elements into campaigns to reinforce why customers can feel confident adding another Solid Green service to their existing lawn care program.
Providing Value Beyond the Sale
Not every email is designed to generate an upsell. Campaigns provide watering tips, seasonal lawn care information, and important updates that help customers care for their properties.
That balance matters.
The objective isn’t to send more emails; it’s to make the existing customer relationship more valuable.
Email Marketing With a Purpose
The strategy is about staying useful and relevant so Solid Green remains top-of-mind when customers need another service.
A seasonal campaign might educate customers about an issue they’re likely to encounter. Another email might highlight a service they aren’t currently using, such as a mosquito or pest control program.
For some customers, the timing is right to add that service. For others, it isn’t.
That makes the 8 customer upsells attributed to email marketing meaningful in context. These are new leads coming from existing Solid Green customers who saw an email about an additional service and chose to add it.
The real value of email marketing: You don’t always need to find a new customer. Sometimes, you need to create another opportunity with someone who already knows you.
The Engagement Behind the Strategy
The response to the email strategy shows that customers are paying attention.
Solid Green’s email campaigns average a 48% open rate, indicating strong engagement from an audience that already has a relationship with the company.
Just as notable is the 0.20% unsubscribe rate.
For a customer-only email list, keeping unsubscribe rates low is important. It suggests the campaigns are providing enough value and relevance that customers generally want to continue receiving them.
Those engagement numbers help put the 8 upsells into perspective. Email isn’t being measured solely by how many people immediately buy something. It’s also serving as a consistent communication channel that keeps Solid Green connected with its existing customers.
Part of a Larger Lead-Generation Strategy
Email is just one piece of Solid Green’s broader marketing strategy. Since the website launched in February 2026, Fusebox has helped generate more than 1,700 leads across multiple channels.
151
Google Ads
leads
128
Organic Search
leads
49
Meta Ads
leads
8
Upsells from
emails
Email is just one piece of Solid Green’s broader marketing strategy. Since the website launched in February 2026, Fusebox has helped generate more than 1,700 leads across multiple channels.
Each channel serves a different purpose.
SEO builds long-term visibility. Paid advertising captures active demand. Social media keeps the brand visible and engaged. Email marketing creates another opportunity to communicate directly with people who already have a relationship with the business.
Together, these channels create a more complete digital marketing strategy—one that can help Solid Green attract new customers while continuing to create value from the customers it already has.
The Results
More Value From Existing Customer Relationship
For Solid Green, the value of email marketing isn’t simply measured by the number of new leads it generates.
The audience is already made up of Solid Green customers. The goal is to keep those customers informed, engaged, and aware of services that could benefit them.
To date, 8 customers have added services after receiving email campaigns, turning email into a measurable upselling channel.
At the same time, the campaigns maintain strong engagement, with a 48% average open rate and just a 0.20% unsubscribe rate.
That combination matters: customers are opening the emails, very few are opting out, and some are taking the next step by adding services to their existing programs.
And because customers may already have the service being promoted in a given month, not every email should be expected to produce an upsell. The strategy is about consistent awareness and being in front of customers when the right service and the right customer need intersect.
You don’t always need to find a new customer. Sometimes, you need to help an existing customer discover another way you can serve them.
Why This Worked
Solid Green’s email strategy works because it treats the customer list as a relationship to nurture, not a list to market at.
- An audience of existing customers means emails reach people who already know and trust Solid Green
- Seasonal timing helps put relevant services in front of customers when they are most likely to need them
- Ongoing testing of headlines, messaging, and email length helps refine what resonates
- Useful content gives customers reasons to engage beyond promotional offers
- Credibility elements reinforce trust when introducing additional services
- Consistent communication keeps Solid Green top of mind between service visits
- Strong engagement is reflected in a 48% average open rate and just a 0.20% unsubscribe rate
The result is an email strategy that helps Solid Green stay connected with the customers it already serves while creating additional opportunities to grow those relationships.
Your Customer List Could Be Worth More Than You Think
You don’t always need a bigger audience to grow your business. Sometimes, there’s untapped value in the customers you already have.
The right email strategy can help you provide useful information, stay connected throughout the year, introduce customers to additional services, and create upsell opportunities when the timing is right.