The 10x Playbook: Why One Home Services Company Calls Every Email Opener

One of our customers uses a simple follow-up system: send an email, then have their CSR team call customers the moment they open it.

The tactic sounds basic. But the data explains why it works.

Warm Calls vs. Cold Calls: What the Research Shows

When you call someone who opened your email, you're making a warm call, not a cold call. The conversion difference is significant.

According to Cleverly, a B2B sales agency that analyzed over 1 million cold calls, cold calls convert at approximately 2-3% into qualified opportunities. By contrast, their research on warm calling shows warm calls convert at roughly 20%, about 10x higher than cold outreach.

Superhuman Prospecting, an outsourced SDR firm, reports similar findings: warm calls with strong prior engagement convert at 10-20% into qualified stages, compared to low single digits for cold outreach.

The email open is the signal. It indicates the recipient saw your company name, read your subject line, and chose to engage. That prior touchpoint changes the nature of the call.

Speed Matters: The 5-Minute Window

Here's where it gets interesting. ZoomInfo's research shows that following up with leads within 5 minutes makes you 9x more likely to engage with them.

Think about it: when someone opens your email, they're thinking about you right now. They might be sitting at their kitchen table, wondering if it's time to finally get that AC checked. Five minutes later, they've moved on. An hour later, they've forgotten.

The data on persistence reinforces this:

• 80% of successful sales require five or more follow-up touches (Source)
• 93% of leads that eventually convert are contacted on the sixth attempt or later (Source)
• Yet 44% of sales representatives stop trying after just one unsuccessful attempt (Source)

For home services specifically, phone calls remain a high-value channel. A 2025 Call Conversion Industry Benchmarks Report analyzing over 60 million calls found that 37% of phone leads in home services convert during the call itself. (Source)

The Problem: Doing This Manually Is Nearly Impossible

The math doesn't work. To call someone within 5 minutes of an email open, you'd need to:

1. Send your campaign through an email platform with open tracking
2. Monitor your dashboard continuously for new opens
3. Cross-reference each open against ServiceTitan to pull the customer's phone number and history
4. Hand that info to a CSR who's available to call immediately

Even with a dedicated person watching the screen, you're looking at 10-15 minutes minimum per lead. By then, the window has closed.

Most teams give up and batch their calls weekly or monthly instead. It's practical, but you lose the speed advantage that makes warm calling so effective.

How Arch Makes This Seamless

Arch was built to close that gap.

When you send a campaign through Arch, the platform tracks opens in real-time and automatically notifies your CSR team the moment a customer engages. Notifications go wherever your team already works: email, text message, or directly inside ServiceTitan.

Your CSR gets a ping with the customer's name, phone number, service history, and equipment details. Everything they need to make a warm call in under 30 seconds.

No dashboard monitoring. No manual lookups. No delays.

Your marketing team sends the campaign. Your CSRs get instant alerts. Calls happen while customers are still thinking about you.

Learn how Arch integrates with ServiceTitan →

Key Takeaways

Metric	Data Point	Source
Cold call conversion rate	2-3%	Cleverly
Warm call conversion rate	10-20%	Superhuman Prospecting
Leads contacted within 5 min	9x more likely to engage	ZoomInfo
Deals requiring 5+ touches	80%	HubSpot via FreJun
Home services phone lead conversion	37%	Invoca

Frequently Asked Questions

What is warm calling in home services?
Warm calling means contacting a customer who has already engaged with your business, such as opening an email or requesting an estimate. These calls convert at significantly higher rates than cold outreach because the customer already recognizes your company.

How soon should I call after someone opens my email?
Research shows following up within 5 minutes makes you 9x more likely to engage. The challenge is operationalizing that speed, which typically requires automation.

Why do warm calls convert better than cold calls?
When a customer opens your email, they've already seen your company name and chosen to engage. That prior touchpoint builds familiarity, making them more receptive when you call.

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Arch helps home services companies identify retention gaps, automate follow-up workflows, and discover high-intent customers. The platform integrates directly with ServiceTitan.