Email marketing is a powerful tool that is just as relevant today as ever. It continues to deliver one of the highest returns on investment (ROI) in digital marketing, which is why so many home service businesses use it to connect with customers and grow their brands.
If you’re thinking about starting email marketing for your business but aren’t sure where to begin, don’t worry—we’ve got you covered! In this article, we’ll explain why email marketing is an essential tool for promoting home services and share five examples to inspire your next email marketing campaign.
Does Your Home Service Business Need Email Marketing?
While there are many ways to promote your home service business, it’s smart to make email marketing a key component of your strategy. Why? Because it provides direct access to your leads and potential customers, helping you build lasting relationships, book more appointments, and drive sales—all while delivering impressive returns on investment (ROI).
Here’s a deeper look at why email marketing works so well.
Direct Access to Your Target Market
Once you have someone’s email address, you have direct access to them—no algorithms or social media noise in the way. You can keep people informed about new services, limited-time promotions, or changes to your service area. With an email list, you can stay top of mind for your customers, building valuable relationships with your audience and encouraging repeat business.
More Booked Appointments & Sales
Building relationships with your audience through email typically leads to more booked appointments and sales. When the choice is between hiring a stranger or the company that’s been sending helpful tips and special offers for months, most people will choose the second option because they already feel a connection with that business.
By using email to nurture relationships with potential customers, you’ll see an increase in conversions, as people are more likely to trust a brand they’ve interacted with over time.
Amazing Returns on Investment (ROI)
Here’s where it gets really exciting: Email marketing delivers a massive return on investment (ROI). Studies show that for every $1 spent on email marketing, businesses can expect an average return of $44. Keep in mind, though, that’s only true if you’re sending emails people actually want to read.
Creating Engaging Marketing Emails for Home Service Businesses
Email marketing is highly effective when done right. Here, we’ve brought together five examples that show just how powerful home services email marketing can be. Use these examples as a jumping-off point to inspire your next campaign.
Example 1: Terminix
Email Source: Really Good Emails
About the Company: Terminix is a popular pest control company with more than 300 locations nationwide. The company serves about 50,000 homes a day with their custom pest control and management solutions.
What We Love About This Email: This is a really great email from Terminix, and it all starts with the attention-grabbing subject line, "Termite swarms are now in your area." This is a prime example of using urgency to increase open rates (the number of people who actually click and open the email). Once someone opens the email, the content reinforces the sense of urgency by discussing the potential damage termites can cause, along with the need for immediate action.
Key Takeaway: Terminix does an excellent job of making it easy for subscribers to take action. The CTA (call-to-action) button, “Schedule FREE Inspection,” stands out and makes it simple for recipients to book an appointment right away.
Example 2: Portland Plumbing
Email Source: Constant Contact
About the Company: Portland Plumbing is a family-owned business serving the greater Portland, Oregon, area for more than 35 years.
What We Love About This Email: This email is both visually appealing and well-structured. It uses a “funnel” design that naturally directs the reader’s eye toward the CTA (call-to-action) button, which offers a 15% discount on plumbing services.
Key Takeaway: Portland Plumbing does a great job building trust with their email subscribers by showcasing real employees in the image and mentioning their long-standing service to the community. This helps foster a personal connection with recipients.
Example 3: Heaven's Best
Email Source: Housecall Pro
About the Company: The Heaven's Best Carpet Cleaning franchise in El Cajon, California, has been in business for more than 28 years.
What We Love About This Email: This email doesn’t rely on flashy graphics. Instead, it features a heartfelt message from the owner, reflecting on challenges and inviting subscribers to connect on Facebook, followed by a clear call-to-action (CTA). It’s simple but effective in building a personal relationship and encouraging engagement.
Key Takeaway: The simple design, combined with the text's sincerity, makes this message a real winner. It also proves that, above all else, email marketing is about building relationships.
Example 4: Handy
Email Source: Really Good Emails
About the Company: Handy is an online marketplace that connects homeowners with professional cleaners, landscapers, contractors, and other home service professionals.
What We Love About This Email: This Handy email does a lot of things right. It's well-designed, includes eye-catching imagery, and nails its call-to-action (CTA). But there's one thing, in particular, we want to talk about: the way Handy uses gamification techniques to make this email super engaging.
The email invites recipients to vote for their "most hated household chore," with the chance to win a discount on their next service. This is an especially inviting way to encourage clicks.
Key Takeaway: Interactive content, like surveys or polls, boosts engagement. Handy uses gamification to make the email more fun and compelling, which greatly encourages recipient participation.
Example 5: Angi (Formerly Angie’s List)
Email Source: Really Good Emails
About the Company: Angi, formerly Angie's List, is a popular platform that helps homeowners find trusted service professionals.
What We Love About This Email: There’s a lot to love about this email, starting with its personalized subject line: "Congrats, Smiles Davis! Let's find the service you need". A personalized subject line immediately captures the recipient’s attention, and the email’s clear, well-designed body emphasizes the value of using Angi. Clear calls-to-action (CTAs) further drive engagement.
Key Takeaway: Personalization is a game-changer in home services email marketing. Adding a subscriber’s name to the subject line or body of the email can significantly increase open rates and engagement. Email marketing software makes it easy to personalize all your emails at once, saving you time.
Key Home Service Email Marketing Trends to Keep in Mind
As you start to get inspired and plan your email marketing strategy, here are a few things to keep in mind:
- Mobile Optimization: More than half of emails are opened on mobile devices. Make sure your emails are designed to look great and function well on smartphones. This means using responsive design, clear CTAs, and easy-to-read fonts.
- Segmentation and Personalization: One-size-fits-all emails aren’t as effective anymore. Segment your list based on customer behavior or location and personalize your content to make it more relevant. This approach increases engagement and conversion rates.
- Interactive Content: Gamification, surveys, and polls are gaining popularity in email marketing. They encourage more interaction and can lead to higher engagement rates.
Supercharge Your Email Marketing Efforts
Email marketing is a powerful tool, but only if you do it right. As you look at these examples and consider the trends, you can start refining your own strategy to make your emails stand out.
Need help with your home services email marketing campaign?
If you’re short on time or expertise, partnering with an email marketing expert can help you skip the learning curve and start crafting effective email marketing from the jump. At Scorpion, we specialize in creating email marketing strategies that drive results. We’re here to help you craft emails that convert.
Let’s get started.
Schedule a consultation today and let's talk about how we can supercharge your email marketing efforts.
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