As a plumber, standing out among the constant stream of ads, social media posts, and billboards can feel impossible. But what if you could connect directly with your most engaged customers? That’s where email marketing comes in.
Email marketing offers one of the highest returns on investment (ROI) in marketing—up to $44 for every dollar spent. Yet, almost a quarter of small businesses still don't take advantage of it. This leaves a big opportunity for you to get ahead of the competition.
When used effectively, plumbing email marketing isn’t just about the numbers. It’s also about building trust with your audience and forming lasting relationships that keep customers coming back.
In this article, we’ll break down how plumbing businesses can use email marketing, with examples and templates to help you get started.
How Can Plumbers Use Email Marketing?
Every plumbing business needs to generate leads. You need to keep your plumbers’ schedules full, both by attracting new customers and encouraging repeat business from existing ones.
Email marketing lets you engage directly with your customers in ways other strategies can’t. About 99% of email users check their inbox daily, with many checking multiple times throughout the day. This constant interaction can translate into sales, as more than half of people buy from marketing emails at least once a month.
The best part? If someone has signed up for your email list, they’re likely already interested in your services. This makes it more likely they’ll choose you when plumbing problems arise.
Plumbing Email Marketing Strategy
The key to effective plumbing email marketing is engaging your customers at the right time and in the right way. Your goal is to stay top-of-mind without bombarding them with sales pitches. Whether you’re offering a discount, promoting services, or educating your audience, balance is essential.
5 Strategies to Develop a Strong Plumber Email Marketing Plan
1. Segment Your Audience
By breaking your customer list into smaller segments, you can send tailored messages that resonate more. You can segment your audience by age, zip code, last service date, or homeownership status, among others.
2. Create a Range of Content
Keep your email campaigns fresh and engaging by offering more than just newsletters.
Consider sending:
- Seasonal promotions
- Special discounts
- Event invitations
- Informational emails
- Maintenance tips
These variations will keep your content valuable and engaging.
At Scorpion, we know the kinds of content and messaging that work best, from subject lines to call-to-actions. We'll help you craft the right content for every campaign that gets you more clicks and more revenue.
3. Write a Compelling Subject Line
Your subject line is the first thing customers see. If it doesn’t grab their attention, they might delete the email before reading further. Make sure it sparks curiosity or promises value, like: “10 Ways to Prevent Plumbing Emergencies” or “Save 10% on Your Next Service.”
4. Set Up Email Automation
Automated emails allow you to follow up on quotes, send thank-you notes, or remind customers about seasonal offers—without having to stress or even think about it. This ensures you never miss an opportunity to connect with your clients.
5. Make the Perfect Schedule
While there are some general statistics you can draw from — like Mondays having higher open rates on average — tracking your own audience’s behavior is key. Use analytics to determine the best times to send emails based on when your customers open them most.
Email Marketing for Plumbers: Examples & Templates
To get your email campaigns off the ground, here are a few examples to consider. Scorpion's email marketing software includes built-in home services templates that make sending professional emails even easier.
Campaign #1: The Welcome Email
As soon as someone subscribes to your email list, send a friendly welcome email. This is your chance to introduce your plumbing business and explain how you can help them.
For example:
Hi [Customer Name],
Thank you for joining us at [Plumbing Company]. We’re so excited to have you on board. As promised, here is your [Free Resource or Discount] to get you started.
At [Plumbing Company], we pride ourselves on providing reliable plumbing services in [Service Area]. When you need us most, we’ll be there to get the job done:
- (Service #1)
- (Service #2)
- (...)
Over the next few weeks, expect helpful tips, plumbing advice, and special offers from us.
If you have any questions, don’t hesitate to reach out— we’re here to help!
Campaign #2: The Seasonal Promotion
Tie your promotions to relevant seasonal events, like the busy holiday season or other times when plumbing services are in high demand.
For example:
Hi [Customer Name],
Brown Friday is coming up — are your drains ready? After Thanksgiving, overworked sinks and drains can lead to serious plumbing issues.
Check out our latest blog for helpful tips to avoid plumbing problems this holiday season.
And if you experience a plumbing emergency, we’ve got you covered. Take 15% of all services during Brown Friday weekend!
Campaign #3: Educational Content
Building brand awareness through educational emails is just as important as sales-focused emails. Help your customers by sharing valuable information on plumbing maintenance and common issues.
For example:
Did you know that nearly 20% of homeowners regularly deal with a clogged toilet?
While some clogs are easy to fix, others might signal a bigger problem. Find out how to identify when it’s time to call a professional—and learn some DIY tips in our latest post.
Make Sure Your Plumbing Business Stays Top of Mind
Email marketing is one of the most effective ways for plumbers to connect with their audience, build lasting relationships, and grow their business. By crafting valuable content, segmenting your audience, and using strategic email campaigns, you can stand out.
Start using these strategies today and watch as your email list becomes a powerful tool for driving both trust and sales.
