Email Your Past Customers. They Miss You.
Email sequences, templates, and automation workflows that turn past customers into repeat buyers and referral sources.
I have a list of 340 past customers. People I've done work for over the last eight years.
Until last year, I never emailed them. I figured once the job was done, the relationship was over. They'd call me if they needed something.
That was stupid.
Last January, I sent a simple email to my past customer list:
Subject: "Time for Your Annual HVAC Tune-Up?"
Body: "Hi [Name], it's been a year since we installed your new AC unit. We recommend an annual tune-up to keep it running efficiently and catch small issues before they become expensive. Reply to this email or call (555) 123-4567 to schedule. $89 tune-up special for past customers."
I sent it to 340 people.
I got 47 responses.
I booked 39 tune-ups.
I upsold 8 of those into additional work (duct cleaning, filter upgrades, one full system replacement).
Total revenue from one email: $31,000.
That's when I realized: my email list is a goldmine.
This guide breaks down how to build, maintain, and profit from an email list as a contractor. I'll cover how to collect emails, what to send, how often to send it, and the exact templates I use.
Why Email Marketing Works for Contractors
Homeowners hire contractors when they have a problem. A leaky roof. A broken furnace. A kitchen they hate.
Most of the time, they don't have a problem. Which means they're not thinking about you.
Email keeps you top of mind.
When their water heater starts making weird noises, you want to be the first person they think of. If you sent them a helpful email three weeks ago, you're that person.
Email also has insane ROI. According to every marketing study ever done, email returns $36 for every $1 spent. For contractors, it's even better because your average project value is high.
One email can generate $30,000+ in revenue. Try getting that ROI from a billboard.
How to Build Your Email List
You can't email people if you don't have their email addresses. Here's how to collect them:
1. Collect emails from every customer
When you do a job, get their email address. Add it to your CRM, spreadsheet, or even a notebook.
I use a simple Google Sheet with four columns: Name, Email, Phone, Date of Last Service.
After every job, I add the customer. It takes 30 seconds.
2. Add an email signup to your website
Put a signup form on your homepage and contact page.
Offer something in exchange: "Join our email list for seasonal home maintenance tips and exclusive discounts."
I get 2-3 signups per week this way.
3. Collect emails at estimates
When you give an estimate, ask for their email. Frame it as a follow-up tool:
"I'll email you a copy of this estimate so you have it for your records. What's your email address?"
Most people will give it to you.
4. Run a simple giveaway
Once a year, I run a giveaway on social media: "Enter to win a free $500 HVAC tune-up. To enter, drop your email in the comments or DM us."
I get 50-100 new emails from one post.
Not all of them convert into customers, but a few do.
What to Send (and How Often)
Most contractors overthink this. You don't need a fancy newsletter with graphics and articles. You need simple, helpful emails that remind people you exist.
Here's what I send:
Email 1: Seasonal maintenance reminders (4 per year)
These are the bread and butter of contractor email marketing.
Spring email: "Time to Service Your AC Before Summer"
Summer email: "Is Your AC Ready for the Heat? $89 Tune-Up Special"
Fall email: "Get Your Furnace Serviced Before Winter"
Winter email: "Protect Your Pipes: Freeze Prevention Tips"
These emails generate the most revenue because they're tied to immediate needs.
Email 2: Past project check-ins (1-2 per year)
If you installed a roof, water heater, HVAC system, or any other system with ongoing maintenance needs, check in.
"Hi [Name], it's been [X months/years] since we completed your [project]. Time to schedule your [annual inspection/tune-up/warranty check]."
This works especially well for projects with warranties. People forget when their warranty expires. Remind them.
Email 3: Exclusive offers for past customers (2-3 per year)
Reward loyalty.
"As a thank-you for being a valued customer, we're offering 15% off any project booked this month."
Don't overdo these. If every email is a discount, they lose their power.
Email 4: Educational content (1 per month)
Send helpful tips that position you as an expert.
"5 Signs Your Water Heater is Failing"
"How to Prevent Frozen Pipes This Winter"
"Why Your Energy Bill Spiked (and How to Fix It)"
These emails don't generate immediate revenue, but they build trust. When the reader does need a contractor, they'll think of you first.
Email 5: Referral requests (1-2 per year)
Ask happy customers to refer you.
"We're looking to help more homeowners in [City]. If you know anyone who needs [service], we'd appreciate the referral. As a thank-you, we'll give you $50 off your next service."
Simple. Direct. Effective.
The Email Templates I Use
Here are my exact templates. Steal them.
Template 1: Spring AC Tune-Up
Subject: Time to Service Your AC Before Summer (Special Offer Inside)
Body:
Hi [First Name],
Spring is here, which means summer heat is right around the corner.
Last year, we saw a 40% increase in emergency AC calls in June and July. Most of those could have been prevented with a simple tune-up.
We're offering a $89 AC tune-up special for past customers (regularly $129). We'll inspect your system, clean the coils, check refrigerant levels, and catch any small issues before they turn into expensive repairs.
To schedule, reply to this email or call us at (555) 123-4567.
Thanks, [Your Name] [Company Name]
Template 2: Post-Project Check-In
Subject: How's Your New [Kitchen/Bathroom/Roof]?
Body:
Hi [First Name],
It's been [6 months/1 year] since we completed your [project]. We wanted to check in and make sure everything is still working great.
If you've noticed any issues or have questions, don't hesitate to reach out. We're here to help.
Also, if you're happy with the work we did, we'd love a review on Google. It helps other homeowners find us. Here's the link: [Google Review Link]
Thanks again for trusting us with your home.
[Your Name] [Company Name]
Template 3: Educational Tip
Subject: 5 Signs Your Water Heater Is About to Fail
Body:
Hi [First Name],
Most water heaters last 8-12 years. If yours is getting old, here are five warning signs it's about to fail:
- Rusty or discolored water
- Strange noises (popping, rumbling)
- Leaks around the base
- Inconsistent hot water
- Age (if it's over 10 years old, it's living on borrowed time)
If you're seeing any of these signs, it's time to replace it before it floods your house.
We offer free water heater inspections. Call (555) 123-4567 to schedule.
[Your Name] [Company Name]
Template 4: Referral Request
Subject: Know Anyone Who Needs [Service]?
Body:
Hi [First Name],
We're looking to help more homeowners in [City], and we'd love your help.
If you know anyone who needs [plumbing/HVAC/remodeling/etc.], we'd appreciate the referral.
As a thank-you, we'll give you $50 off your next service.
Just have them mention your name when they call (555) 123-4567.
Thanks for your support, [Your Name] [Company Name]
Template 5: Exclusive Past Customer Offer
Subject: 15% Off Any Project This Month (Past Customers Only)
Body:
Hi [First Name],
As a thank-you for being a valued customer, we're offering 15% off any project booked and completed this month.
Whether you've been thinking about that bathroom remodel, need a new roof, or want to upgrade your HVAC system, now's the time.
To take advantage of this offer, call (555) 123-4567 and mention this email.
Offer expires [Date].
Thanks, [Your Name] [Company Name]
How to Send the Emails
You don't need expensive email marketing software. Here are your options:
Option 1: BCC from your regular email (free, works for small lists under 50)
Just compose an email, add all recipients in the BCC field, and send.
Downside: No open tracking, no unsubscribe option, looks unprofessional at scale.
Option 2: Mailchimp (free up to 500 contacts)
Easy to use. Drag-and-drop email builder. Tracks opens and clicks. Handles unsubscribes automatically.
This is what I use.
Option 3: Constant Contact ($12/month)
Similar to Mailchimp, slightly better customer support.
Option 4: Your CRM
If you use a CRM like Jobber, Housecall Pro, or ServiceTitan, they have built-in email marketing features. Use those.
When to Send
Timing matters.
Best days to send: Tuesday, Wednesday, Thursday
Best times to send: 6-8 AM or 5-7 PM (before work or after work, when people check email)
Worst days to send: Monday (inbox overload), Friday (people are checked out), weekends (low open rates)
I send all my emails on Wednesday at 7 AM. It's consistent, and people expect it.
How Often to Send
Don't spam your list. But don't go silent for six months either.
I send one email per month, plus seasonal reminders (4 per year).
That's 16 emails per year. Enough to stay top of mind without annoying people.
How to Avoid the Spam Folder
If your emails land in spam, no one sees them. Here's how to stay out of spam:
1. Use a real "from" name
From: "John Smith, ABC Plumbing" beats From: "noreply@abcplumbing.com"
2. Avoid spam trigger words
Words like "FREE," "ACT NOW," "LIMITED TIME," and excessive exclamation points trip spam filters.
3. Include an unsubscribe link
Legally required. Mailchimp and Constant Contact add this automatically.
4. Don't buy email lists
Sending emails to people who didn't opt in is a fast track to spam complaints and getting blacklisted.
5. Send consistently
If you email once a year, spam filters don't recognize you. If you email monthly, they do.
Measuring Success
Track these metrics:
Open rate: What percentage of people opened your email? (Industry average: 20-25%)
Click-through rate: What percentage clicked a link? (Industry average: 2-5%)
Response rate: How many people replied, called, or booked?
Revenue per email: How much revenue did the email generate?
My stats:
- Open rate: 32%
- Click-through rate: 6%
- Response rate: 8%
- Average revenue per email: $8,000-$12,000 (for seasonal maintenance emails)
Even a bad email (15% open rate, 1 response) can generate $5,000+ if that one response turns into a job.
Advanced Tactic: Segmentation
Not all customers need the same emails. Segment your list.
Segment 1: Recent customers (within 6 months)
Send check-in emails, referral requests.
Segment 2: Past customers (6 months to 3 years)
Send seasonal reminders, educational content.
Segment 3: Old customers (3+ years)
Send re-engagement emails: "It's been a while. How can we help?"
Segment 4: Leads who didn't book
Send follow-up emails offering a discount or new information.
Mailchimp makes segmentation easy. You can create tags ("Recent Customer," "Past Customer," "Estimate Only") and send targeted emails.
Automate It
I don't manually send every email. I've set up automated sequences:
Automation 1: Post-project follow-up
- Day 7 after project completion: "How did we do? Leave us a review."
- Day 180 after project completion: "Time for your 6-month check-in."
- Day 365 after project completion: "Annual maintenance reminder."
Automation 2: Seasonal reminders
- March 1: Spring AC tune-up email
- June 1: Summer AC check email
- September 1: Fall furnace tune-up email
- November 1: Winter freeze prevention email
These run on autopilot. I set them up once, and they generate leads year-round.
The One-Email-a-Month Rule
If you do nothing else, send one email a month to your past customer list.
That's it. One email. 12 per year.
Alternate between:
- Seasonal reminder
- Educational tip
- Exclusive offer
- Referral request
That one email per month will generate more revenue than any other marketing channel. Guaranteed.
Why Most Contractors Don't Do This
I talk to contractors all the time. Most don't email their past customers.
Why?
Excuse 1: "I don't have time."
It takes 15 minutes to write and send an email. You have time.
Excuse 2: "I don't want to bother them."
If you provide value (helpful tips, exclusive offers, maintenance reminders), you're not bothering them. You're helping them.
Excuse 3: "I don't know what to say."
Use my templates. Customize them. Send them.
Excuse 4: "Email doesn't work for contractors."
I generate $50,000-$80,000 per year from email. It works.
Final Thoughts
Your past customers miss you.
They hired you once. They trust you. They'd hire you again, but they forgot about you.
Email reminds them.
One email per month. Simple, helpful, consistent.
Build the list. Send the emails. Watch the revenue roll in.
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