Audience Segmentation Drives Open Rates

In this power-packed micro episode of To The Point, Chris Yano welcomes Zac Garside—President of Prolific and email marketing wizard—for a deep dive into why most home service businesses are sleeping on email marketing. Spoiler alert: it’s more powerful (and affordable) than you think.

Chris and Zac break down exactly what contractors are missing, from deliverability issues to poor open rates—and how Prolific is flipping the script with 30–50% open rates and real lead generation. If you’re not using email marketing the right way, you’re leaving low-cost, high-converting leads on the table.

Get ready to learn:

Why your emails are going to spam—and how to fix it

What open rates and conversions you should be hitting

How to turn your email list into a revenue-generating machine

Simple tactics to increase replies, book more jobs, and stay top-of-mind

Why “reply to this email” may be your strongest CTA

Plus, enjoy some classic dad jokes, behind-the-scenes insight into Zac’s career, and real success stories from top-performing contractors.

🎯 Key Takeaways:

✅ Email marketing isn’t dead—it’s just done wrong.

📈 Targeted emails = higher opens, more replies, and more jobs.

🛠 Technical setup matters: authentication, warm-up cycles, and sender domain reputation are game changers.

💬 “Reply to this email” CTAs drive 30–100 leads within days.

🔄 Open rate benchmark: 30–50%. Response rate: 1–2%.

📅 Seasonal and weather-triggered campaigns = gold.

⏱ Timecodes:

00:00 – Intro & dad jokes

06:45 – Why Zac joined Prolific

08:30 – The untapped power of email marketing

13:00 – What’s killing your deliverability

16:50 – Why segmentation matters

20:45 – Email vs. ads: ROI comparison

25:00 – Best subject lines that actually get opens

30:00 – Automation, drip campaigns, and personalization

33:45 – How to measure real ROI

36:00 – Getting out of spam folder: Setup & warm-up explained

40:00 – Plain text vs. HTML email: What works

41:00 – Chris roasts TTP’s email format 😂

42:00 – Wrapping up + where to learn more

🔗 Resources Mentioned:

Learn more about Prolific: https://prolificbranddesign.com/

Follow Chris Yano & RYNO Strategic Solutions: https://rynoss.com

Connect with Zac Garside on LinkedIn: https://www.linkedin.com/in/zacgarside/

⭐️ Thank you to our Sponsors!

Rilla: https://www.rilla.com/tothepoint

Chiirp: https://chiirp.com/

Contractor Commerce: https://www.contractorcommerce.com/ryno/

Bluon: https://www.bluon.com/get-demo?referral_code=ToThePoint

Avoca.ai: https://avoca.ai/r/tothepoint

📬 Stay Connected:

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