Increasing Engagement Rates with Hatch AI: Webinar Recap

In our recent webinar, we explored how Hatch AI can improve lead management and boost engagement rates. Kristen introduced Jim Geffgen, who brings a unique perspective as a marketing lead at Bath Solutions Etc, a family-owned remodeling company. 

“You don’t need to be a data analyst to gain key insights and make improvements. It’s about identifying metrics that matter and creating a strategy that works for your business,” said Jim.

The TLDR recap

1. More leads don’t always mean more revenue. In Bath Solutions’ case, it was the inverse.
2. Third-party lead sources aren’t necessarily low-quality, but they are lower intent and need extra speed and nurturing.
3. With Hatch, Bath Solutions Etc. has reduced response times, enhanced the customer experience, and alleviated call center burdens.  
4. Short, conversational messages work best to increase engagement.
5. V1 of Hatch voice is in testing! You’ll soon be able to add a call step to campaigns.

Get the recording here

Jim’s journey: Challenges in lead management

Jim shared his experience transitioning from large-scale advertising to home service marketing. Early in 2024, Bath Solutions saw a 60% increase in purchased leads, but conversions didn’t follow suit. This led to critical insights about balancing lead volume with quality and engagement.

“We learned that just buying more leads doesn’t guarantee more sales—or even more appointments. Instead, it can inflate marketing costs without delivering results,” Jim noted.

By analyzing the data, Jim discovered:

• Set rates declined despite increased lead volume.
• Cost of marketing grew by 200% without proportional returns.

This prompted Bath Solutions to focus on improving lead engagement rather than just increasing volume.

Optimizing Hatch for better engagement

Jim described the steps taken to optimize their use of Hatch before integrating AI:

1. Shortened messages: Streamlined texts to be conversational and direct.
2. Expanded campaigns: Added touchpoints for leads that hadn’t converted within 30-45 days.
3. Improved messaging: Shifted focus from transactional communication to relationship building.
4. Balanced frequency: Reduced over-communication to avoid overwhelming leads.

“We found that bombarding customers with 29 messages in six days hurt our brand more than it helped. Striking the right balance made all the difference,” Jim shared.

Introducing Hatch AI: The power of automation

Jim introduced Rachel, Bath Solutions’ AI-powered agent, who handles initial customer interactions, gathers essential details, and escalates qualified leads to human representatives.

Key benefits of Hatch AI:

• Speed to lead: Immediate engagement with new leads, reducing response times.
• Efficient sorting: AI disqualifies unqualified leads, saving human reps’ time.
• Enhanced CSR productivity: Freed up call center staff to focus on high-priority tasks.

“Rachel’s ability to manage initial interactions seamlessly has been a game-changer. She’s so agile that some customers don’t even realize they’re talking to a bot,” Jim added.

Results achieved

Since implementing Hatch AI in August 2024, Bath Solutions has seen significant improvements:

• Set rate increase: Jumped from 9.4% to 27.3% in four months.
• Customer engagement: Conversations initiated by AI rose from 13% to 46%.
• Call Center impact: Staff had more time to focus on closing sales rather than handling repetitive tasks.

“This isn’t just about automation; it’s about creating a better experience for customers and enabling our team to focus on what they do best,” Jim emphasized.

Tackling challenges: Cancellations and rehash campaigns

Jim acknowledged ongoing challenges, particularly cancellations. Currently, only 32% of set appointments result in demos, indicating room for improvement.

Strategies under consideration:

• Enhanced appointment reminders: Leveraging Hatch for pre-appointment follow-ups.
• Rehash campaigns: Automating follow-ups with customers who didn’t convert.

“Rehash campaigns might not deliver the highest volume, but collectively, they add significant value,” Jim stated.

Hatch voice: A sneak peek

The webinar concluded with a demo of Hatch Voice by Product Manager Charlie Lasswell. This new feature allows users to integrate voice calls into campaign cadences seamlessly.

Key features:

• Call steps: Add phone calls as part of automated campaigns.
• Dispositions: Log outcomes such as “answered” or “did not answer.”
• CRM integration: Dispositions sync directly with CRMs for better tracking.

“This feature bridges the gap between calls, texts, and emails, ensuring a cohesive customer journey,” Charlie explained.

 “AI isn’t about replacing humans—it’s about empowering teams to do more with less and delivering exceptional customer experiences,” Kristen concluded.

Get the recording here

Interested in learning more?

Hatch customers, reach out to your Account Manager here with any questions you have. Non Hatch customers, you can book a demo with us here.