Email marketing is a powerful tool that allows tradespeople to build and nurture relationships with their customers, helping to keep your services top-of-mind while driving repeat business. For trades professionals, where maintaining long-term customer relationships can mean the difference between scattered projects and a steady stream of work, email marketing provides the perfect solution.
This guide will cover the essentials of email marketing for tradespeople, including how to build an email list, the types of email campaigns that work best for different trades, and real-world examples to help you get started. With just a few straightforward steps, email marketing can become a valuable addition to your toolkit for long-term business growth.
Why Email Marketing?
One of the standout advantages of email marketing is its impressive return on investment (ROI). According to the Data & Marketing Association (DMA), email marketing can yield an average ROI of £38 for every £1 spent. For tradespeople with a busy schedule, this means that even a modest effort in email marketing can lead to substantial business growth without a large upfront cost.
For trades businesses such as plumbers, builders, and landscapers, email marketing supports multiple objectives:
Customer Retention: Stay connected with past clients, reminding them of seasonal services, maintenance tips, or new offerings.
Increased Bookings: Regular emails encourage customers to book upcoming services and special offers, leading to a more predictable pipeline.
Customer Relationships: By sharing helpful content, project updates, and personalised messages, you build trust and reinforce your reputation as a reliable, skilled professional.
Building an Email List
The foundation of any successful email marketing strategy is a quality email list. For tradespeople, building this list means capturing the interest of both new customers and past clients who may need your services again. Here are some simple, effective techniques for collecting email addresses and growing your list.
1. Website Signup Forms
Adding signup forms to your website is one of the easiest ways to grow your email list. By placing these forms on high-traffic pages, such as your homepage, service pages, and blog, you make it easy for visitors to join your mailing list.
Best Practice: Keep your signup forms short and simple, asking only for an email address and, optionally, a name to personalise future emails.
Offer an Incentive: Encourage signups by offering a small discount or benefit. For example, “Get 10% off your next service when you join our newsletter” or “Sign up to receive exclusive seasonal tips and offers.”
2. In-Person Collection
In-person interactions with customers provide a valuable opportunity to grow your email list. During or after a job, politely ask customers if they would like to receive updates, special offers, or tips via email.
When to Ask: This can be done as part of your closing process after a job or when sending a final invoice or receipt.
Value Proposition: Let customers know the benefits of joining your email list, such as exclusive promotions, reminders about seasonal maintenance, or helpful DIY tips. For example, you could say, “Would you like to receive occasional updates and offers by email? We send out helpful reminders for seasonal maintenance and service discounts.”
3. Social Media Promotion
Your social media profiles are great channels to promote your email list, particularly when you already have followers who are interested in your services. Use posts and ads to encourage followers to sign up, directing them to a signup form on your website.
What to Post: Share the benefits of joining your email list, like exclusive discounts or expert advice. For instance, “Get the latest home improvement tips and seasonal offers straight to your inbox. Sign up now!”
Run a Promotion: Consider a short campaign offering a small incentive for those who join, such as a discount code or entry into a draw for a free service.
This strategy is beneficial for engaging customers who may not be ready to book a service but want to stay connected.
4. Trade-Specific Example Signup Forms
To make your signup forms more appealing, tailor them to the unique needs and interests of your trade.
Landscapers: Use a form titled “Seasonal Gardening Tips & Discounts” to attract gardening enthusiasts who want timely advice and offers, increasing the likelihood they’ll open and engage with your emails.
Builders: A form titled “Project Updates & Special Offers” works well for builders, particularly for keeping clients informed about new projects, techniques, or services.
Plumbers: Use a signup prompt like “Home Maintenance Tips & Plumbing Discounts” to appeal to homeowners looking for practical advice on keeping their plumbing systems in good shape.
Different Types of Email Campaigns
When it comes to email marketing, there are a range of different routes to go down. Here are the main types of email campaigns, each with specific benefits and applications depending on your trade.
Newsletters
A regular newsletter is an effective way to keep clients engaged with a mix of useful content, including project highlights, tips, and industry news. This helps maintain a strong relationship with your customers, even when they don’t currently need your services.
Example: A builder could share recent project milestones or highlight completed work, including photos and short descriptions of each project.
Promotions & Special Offers
Promotional emails help drive bookings by encouraging customers to take advantage of limited-time deals or seasonal discounts. This approach can be highly effective in boosting business during quieter periods or ahead of peak seasons.
Example: A plumber could send a “Winter Ready” email campaign offering a discount on boiler inspections and plumbing checks, addressing common winter concerns and helping clients prepare for the colder months.
Follow-Ups
Follow-up emails show customers that you’re committed to service quality even after the job is done. A simple follow-up can thank clients for their business, request feedback, and remind them of any necessary ongoing maintenance.
Example: After completing a garden installation, a landscaper could send a follow-up email with care tips for the new plants, along with a gentle reminder to book seasonal maintenance services when needed.
Seasonal Campaigns
Seasonal email campaigns are an excellent way to engage customers with timely, relevant content. By addressing seasonal needs, you remind clients to prepare their homes or gardens ahead of time, which can help drive business during specific times of the year.
Example: Landscapers might send a spring email promoting planting services and garden preparation, while plumbers could send a winter email on frozen pipe prevention and heating maintenance.
Crafting Effective Email Content
Creating engaging and relevant email content is crucial for building trust with your subscribers and encouraging them to take action. Here are some key tips to ensure your emails capture your audience’s interest and drive engagement.
Personalisation: Personalising your emails can significantly increase engagement. By addressing the recipient by name and referencing any previous interactions or services they’ve booked, you make the email feel more personal and relevant.
Subject Lines: The subject line is the first thing your recipients see, so it’s essential to make it attention-grabbing. A strong subject line encourages the recipient to open the email, which is the first step in driving engagement.
Call-to-Action (CTA): Each email should have a specific purpose, guiding recipients toward a particular action, such as booking a service, visiting your website, or contacting you for more information. A clear CTA encourages readers to take the next step, helping to turn interest into actual bookings or enquiries.
Visuals: Visual elements can make your emails more engaging and help convey your message more effectively. For tradespeople, visuals such as before-and-after images, project photos, and graphics related to your services add interest and give potential customers a better idea of your work quality.
By applying these strategies, your emails will resonate more with your subscribers, prompting them to act and strengthening their connection to your business. Well-crafted emails help ensure that each message you send is both valuable and memorable, turning subscribers into loyal customers over time.
Join Our Marketing for Trades Series
Take your business to the next level with our Marketing for Trades Series. Specifically crafted for trades professionals, this series delivers practical, step-by-step strategies to help you grow your customer base and build lasting client relationships. Whether you’re a builder, plumber, or landscaper, you’ll find expert tips and actionable insights tailored to your trade. Subscribe to our email list to receive each new article directly in your inbox, along with exclusive tips and resources to keep you ahead of the competition.