Your past customers are your warmest audience. A simple email strategy keeps you top of mind for repeat work.
Most service businesses completely ignore their past customer database. Every customer you've ever served is a potential repeat customer and referral source, but without staying in touch, they'll forget about you and call whoever appears first on Google next time they need help.
Start with automated service reminders. If you've installed a boiler, send an annual reminder about servicing. If you've done a garden makeover, send a seasonal maintenance reminder. These emails generate repeat bookings almost automatically and position you as a business that genuinely cares about ongoing customer care.
Send a quarterly newsletter with useful tips, seasonal advice, and a special offer for existing customers. Keep it short - 3-4 paragraphs maximum. Include a 'refer a friend' link in every email to turn your customer database into a referral engine. A 10% discount for the referrer and the new customer is a win-win-win.
Build your email list consistently by collecting email addresses (with consent) from every enquiry and completed job. Even if they didn't book with you initially, staying in their inbox means you're top of mind when they need a tradesman in the future. The cost of email marketing is pennies compared to PPC, making it one of the highest-ROI marketing channels available.