Your HVAC company likely uses a variety of digital marketing strategies related to your website, social media, and ads to engage prospects and existing customers, drive conversions, and keep your brand top of mind among your target audience. One of the most effective digital marketing strategies for achieving all of these things is email marketing.
Whether you’re new to HVAC email marketing or looking for ways to improve upon your current strategy, continue reading to learn how to build an HVAC email marketing strategy and review examples.
How Can HVAC Techs Use Email Marketing
Email marketing is a form of HVAC marketing that makes it possible to engage and reengage prospects and clients, cross-sell and upsell, and promote your services.
These campaigns enable your HVAC business to share relevant education, service information, special offers, thought leadership content (e.g., how-to videos or blogs), and more with your target audience.
Since your HVAC business needs access to a target audience member’s contact info (e.g., their name and email address) to send a message, your email recipient list typically includes individuals who have shown interest in your business in some way. For example, maybe they were added to your email recipient list after one of your HVAC techs serviced their home, converted on your newsletter sign-up page, or clicked on one of your company’s Facebook Ads.
Best Practices for HVAC Email Marketing
A successful HVAC email marketing campaign doesn’t just depend on sending messages—it relies on sending the right messages, at the right time, to the right people. Here are the key best practices to ensure your emails drive engagement and generate more booked jobs.
Craft Attention-Grabbing Subject Lines
The subject line is your first (and sometimes only) chance to grab attention. If it doesn’t spark interest, your email won’t get opened.
Keep it short and clear – Aim for 6-10 words or 50 characters max.
Make it personal – Use the recipient’s first name when possible.
Use action-oriented language – Phrases like “Schedule Your AC Tune-Up Today” create urgency.
Avoid spam triggers – Words like “FREE” or excessive punctuation (!!!) can send your email to the junk folder.
Example subject lines: “Is Your AC Ready for Summer? Get a $25 Discount Now” and “John, Your Furnace Maintenance is Due – Book Today”
Write Clear and Engaging Email Content
Once your email is opened, keep it concise, informative, and engaging.
Personalize it – Address customers by name and reference their past interactions.
Focus on one key message – Avoid overwhelming your audience with too much information.
Use bullet points – Makes content easy to scan.
End with a strong call-to-action (CTA) – Guide the reader to schedule an appointment, request a quote, or take another action.
Example CTA: “Click below to book your heating system check-up and ensure a cozy winter!” [Schedule Now]
Make Emails Mobile-Friendly
Over 60% of emails are opened on mobile devices. If your emails aren’t optimized for mobile, you’re losing potential customers.
Use a responsive design – Ensure emails look great on phones and tablets.
Keep subject lines and headlines short – Mobile screens cut off longer text.
Make CTA buttons large and clickable – A clear, easy-to-tap button works better than a text link.
HVAC Email Marketing Strategy
An HVAC email marketing strategy is how you’ll plan, deploy, and understand the success of your HVAC email marketing campaigns. Here are some steps you’ll want to take.
1. Choose an HVAC Email Marketing Tool
There are several email marketing tools that your HVAC service may consider using to efficiently manage campaigns. These tools make it easy to set up audience groups and triggers for automated email sends and use integrated reporting features to understand HVAC email marketing success.
For example, Scorpion has an email marketing tool that provides access to pre-built templates and scheduling so you can easily create and send email campaigns to your audience at the right time. This increases opens, clicks, appointments, repeat business, and more. Scorpion tracks full-funnel performance from the moment you send an email to the moment you close an HVAC service sale.
2. Align Your Email Strategy With Other HVAC Marketing Strategies
The most effective email marketing plan is one that aligns with your other digital marketing efforts and overall HVAC marketing plan. For example, if you are running a marketing campaign related to spring-time HVAC service, plan for a complementary email marketing campaign that’s sent to past customers.
Here are some more examples of ways you can tie HVAC email marketing to your team’s other marketing efforts:
Search engine optimize your HVAC content: Incorporate HVAC SEO and local SEO best practices across your content and website, including the creation of a Google Business Profile (previously called Google My Business). By optimizing your content and ranking in the search engine results for “local HVAC business”, you’ll improve brand awareness and drive organic traffic to your website. More visitors will see your contact pages and content resulting in a longer list of qualified HVAC prospects who you can email.
Use HVAC advertising: Similar to how your email marketing strategy benefits from search-engine optimized content, ads — including direct mail, Google Ads, Google Local Service Ads, and other paid ads (e.g., social media ads like Facebook Ads) — drive traffic to your website, content, and contact information. This increases conversions so you can add more prospects to your email lists.
Incorporate video marketing in your email: Video is a great way to engage your HVAC audience. So why not use this form of content marketing across as many marketing channels as you can? Place your HVAC videos (e.g., tutorials, customer testimonials, and social proof) in your emails.
Drive email sign-ups through your social media marketing strategy: Use your HVAC company’s presence on various social media platforms to share content that is valuable to your audience. Consider adding links on your profiles with your contact information, including your email or a link to your email newsletter sign-up page.
3. Segment Your Audience and Automate Your Emails to Those Groups
Next, segment your email recipients. By grouping your audience, you’ll be able to send them the right content at the right time.
For example, when website visitors complete and submit your contact form to get in touch, segment them into a qualified leads email list. Then, make that sign-up a trigger in your email marketing tool so it automatically sends a message to leads saying, “Thank you for your interest in our HVAC services! One of our HVAC techs will reach out to you in the next 24 hours to discuss your needs.”
Here are some other ways to segment your HVAC email list.
By Location:
If you serve multiple cities, create separate email lists so customers see localized promotions.
Example: “Exclusive Offer for [City] Homeowners – Save on HVAC Maintenance!”
By Service History:
Segment customers based on whether they booked a service recently, haven’t scheduled in a while, or are brand new leads.
Example: Send a “We Miss You” email to customers who haven’t booked in over a year.
By Equipment Type or System Age:
If a customer has an older AC or heating system, target them with upgrade offers or maintenance reminders.
Example: “Your Furnace Is Over 10 Years Old – Is It Time for a Replacement?”
By Engagement Level:
Separate customers who frequently open emails from those who never engage, then adjust messaging accordingly.
Example: Offer a special discount to re-engage inactive contacts.
Segmentation improves open and click-through rates and ensures customers receive timely, relevant messages. Plus, it helps reduce unsubscribes and spam complaints. By segmenting your HVAC email list, you increase the likelihood of customer engagement—which leads to more booked appointments and repeat business. The best way to ensure you don’t forget to send an email once your lists are segmented is to automate your campaigns.
Automation Techniques: Streamline Your HVAC Email Marketing
Manually sending emails to every customer is time-consuming and inefficient. With email automation, you can keep in touch with customers without lifting a finger. Automated email workflows send the right message at the right time, increasing engagement while saving you time.
How Automation Helps HVAC Businesses:
Saves time and effort – Set up emails once and let them run automatically.
Increases engagement – Sends timely, relevant messages to customers based on actions they take.
Improves response rates – Automated reminders and follow-ups encourage more bookings.
Automated Email Campaign Examples for HVAC Businesses
Welcome Series for New Customers
This campaign is triggered when a new lead signs up for your email list or books a service. The email introduces your business, explains your services, and offers an exclusive discount. For example: “Welcome to [HVAC Business Name]! Enjoy $25 off your first tune-up.”
Seasonal Maintenance Reminders
These emails are sent automatically before summer and winter to encourage customers to schedule tune-ups. It helps prevent emergency repairs and keeps customers’ HVAC systems running smoothly. For example: “Winter is Coming! Don’t Forget Your Furnace Check-Up—Book Today.”
Service Follow-Ups and Review Requests
Send this email after a job is completed to ensure customer satisfaction and encourage customers to leave reviews on Google and Facebook. Use this example: “Thanks for Choosing Us! How Was Your Service? Leave a Review Here.”
Lapsed Customer Re-Engagement
A lapsed customer re-engagement email targets customers who haven’t booked in a year or more and includes a special offer or reminder to check their system. You can say: “It’s Been a While—Book Now and Get 15% Off Your Next Service!”
Exclusive Customer Loyalty Emails
Send this email to reward returning customers with VIP offers, referral discounts, or loyalty perks. Example: “Thanks for Being a Valued Customer—Enjoy Priority Booking & Special Discounts.”
Use automation tools like Mailchimp, Constant Contact, or Scorpion’s Email Marketing Services to schedule and manage email workflows effortlessly.
4. Create Templates
Email templates are pre-built email outlines that may already include text, images, and other types of content. Use them to expedite the process of creating and sending emails — rather than manually building an email from scratch every time you have to send one, use templates to make the process more efficient. Email templates are also a great way to ensure your email communications and appearance are on brand and consistent, no matter who sends them.
Before you get ready to send your emails, make sure you are aware of email compliance best practices.
Compliance Best Practices: Stay Legal Build Trust
Email marketing is a powerful tool, but it must be done ethically and legally. Failure to follow email regulations can lead to spam complaints, legal fines, and lost customer trust. Here’s how to stay compliant while maximizing engagement.
Key Compliance Rules for HVAC Email Marketing
Get Permission (Opt-In Emails)
Make sure to only send emails to customers who have opted in. Use double opt-in (confirmation email) for extra protection. To help build your list, ask customers when they book a service, “Would you like to receive seasonal offers and reminders?”
Include an Unsubscribe Option
Every email you send must have an easy way for customers to opt out, so make sure to add a clear “Unsubscribe” link in the footer.
Follow CAN-SPAM & GDPR Rules
CAN-SPAM (U.S.) requires sender details, opt-out options, and no misleading subject lines. GDPR (EU Customers) requires explicit consent before sending marketing emails.
Compliance is important because it helps you avoid being flagged as spam, which lowers email deliverability. It also builds trust with customers by respecting their preferences and keeps your business legally protected from fines and penalties.
By following these best practices, you can maintain a positive sender reputation, keep customers engaged, and stay compliant. Now you’re ready to send your campaigns and track your results.
5. Track Metrics To Understand Success
Test, learn, and iterate — this should be your HVAC company’s mantra when it comes to email marketing.
Test different email communications across audience segments. Review and analyze your resulting data to learn what’s working well and what isn’t. From there, adjust your HVAC email marketing strategy to improve conversions and communications via email.
This analysis will also allow you to identify actionable ways to stand out among your competitors in the HVAC industry and adjust emails to improve the effectiveness of your overall HVAC digital marketing strategy.
With Scorpion, this process is made easy since you can track performance from the moment you send an email to the moment you close an HVAC service sale. The tool also brings together all data related to your HVAC marketing plan so you can maintain one source of truth when it comes to your results.
HVAC Email Marketing Examples
Next, let's take a look at some inspiration — here are a few examples of what your HVAC emails may look like.
1. HVAC Email Marketing Example: Spring Checklist
This HVAC email is an example of how you might share thought leadership and educational content with your audience. By sending your audience valuable DIY tips and education, you show them that you’re a trusted HVAC partner. As a result, you’ll increase customer loyalty and lower your number of email unsubscribes.
2. HVAC Email Marketing Example: Estimates
Use email to send estimates and close deals on upcoming HVAC services. Clients may not always be able to pick up the phone in the middle of the workday to call you. Instead, communicate through the channels that work best for them — send them the information they’re looking for via email so they can take as much time as they need to review and accept your service estimates.
3. HVAC Email Marketing Example: Latest Blog
Do you maintain an HVAC blog where you write and publish relevant HVAC blog content for your customers and target audience? If so, consider establishing a newsletter through which you highlight your latest blog articles. This is an example of how to feature your latest blog in your email and drive clickthrough to your website.
HVAC Email Marketing Templates
As mentioned above, it’s important to focus on sending the right message in your HVAC emails at the right time to increase conversions. Templates can help with this — they improve efficiency since they have a pre-defined layout/format, and, sometimes, text and imagery. Your job is to essentially “fill in the blanks” with personalized details about the individual you’re speaking with.
Here are three customizable email templates for different HVAC business needs.
Template 1: Seasonal Maintenance Reminder
Subject: "Is Your AC Ready for Summer? Schedule Your Tune-Up Today!"
Email Body:
Hi [First Name],
As temperatures rise, your AC works harder to keep your home comfortable. A quick tune-up now can prevent costly breakdowns later!
Book your maintenance check before [date] and get $20 off!
Ensures peak performance all summer
Extends the life of your system
Saves on energy bills
Click below to schedule your service today!
[Schedule My AC Tune-Up]
Your comfort is our priority!
[Your HVAC Company Name]
Template 2: “We Miss You” – Re-Engagement Email
Subject: "It’s Been a While – Here’s 15% Off Your Next Service!"
Email Body:
Hi [First Name],
We haven’t seen you in a while, and we’d love to help with any HVAC needs you have. To welcome you back, we’re offering 15% off your next service!
Heating and AC Repairs
System Tune-Ups
Air Quality Solutions
This offer expires on [date]—don’t miss out!
[Claim My 15% Discount]
Looking forward to serving you again!
[Your HVAC Company Name]
Template 3: Customer Review Request
Subject: "Tell Us How We Did – Leave a Quick Review!"
Email Body:
Hi [First Name],
Thank you for choosing [Your HVAC Company Name]! We’d love to hear about your experience. Your feedback helps us improve and lets others know they can trust us.
Can you take a minute to leave a quick review?
[Google Review Link]
[Facebook Review Link]
We appreciate your time and look forward to serving you again!
Best,
[Your HVAC Company Name]
Maximize Your Email Marketing With Scorpion
Scorpion gives your HVAC business access to pre-built and customizable HVAC email templates. For example, imagine you need to send an email to a customer who wants to have their A/C unit serviced. This type of service is very common for HVAC contractors and techs like yourself to send emails about. So instead of constantly writing emails about this service from scratch, simply pull up a pre-built template in Scorpion, plug in any additional information that you need to include (e.g., available dates of service), and hit “send.”
Create your Email Marketing Strategy
Establish an HVAC email marketing strategy to deliver value to your target audience, drive revenue, and retain more customers. Don’t forget to use an email marketing tool to automate the processes of sending emails, utilizing templates, and measuring email success.
Interested in learning more about how Scorpion’s email marketing tool can help your HVAC business convert and retain more customers? Book your free consultation today.
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