You fixed their busted pipe two years ago. You did a great job, the customer was happy… but that was last year. And now they’ve forgotten your name, lost your card, and hired someone else.
That’s not because you’re forgettable, it’s because they haven’t heard from you since.
Most plumbers are great at showing up when something breaks. But what about maintaining visibility after the job is done? That’s where email comes in, not the spammy kind, but real, helpful, friendly updates that keep you in front of the people who already trust you.
Email marketing delivers an average ROI of $36 for every $1 spent. That’s better than almost any other marketing channel. Plus, over 75% of consumers prefer email over any other communication from businesses.
So if you’re not using email to stay connected with past customers and keep new leads warm, you’re missing out, plain and simple.
In this guide, I’m breaking down email marketing for plumbers—what it is, how it works, and how to use it to bring in more jobs without being annoying, salesy, or complicated.
Email Marketing for Plumbers: 3 Things to Get Right Before You Hit Send
Before you start sending emails, take a minute. What’s the point? What do you want from it? Without a proper goal, you’ll end up sending emails that just take up space in someone’s inbox.
Here are three things you need to sort out before you send your first email:
Know What You Want to Achieve: Don’t send emails just to check a box. Ask yourself: What’s the goal?
Maybe you want to:
- Get more service bookings during slow weeks
- Reconnect with past customers and earn repeat jobs
- Stay in touch so you’re the first plumber they think of when something breaks
- Build trust and get more referrals
You don’t need a dozen goals. Just one or two that align with your business right now.
Set Measurable Goals: Vague goals like “get more leads” don’t help. Instead, aim for goals you can track.
For example:
- “I want 100 new people to join my email list this quarter”
- “I want my emails to get opened at least 30% of the time”
- “I want 10 people to click and request a quote this month”
Keep your goals realistic. A few solid numbers you can monitor are way better than guessing what’s working.
Focus on What Makes a Difference: If you’re just starting out, focus on building your list. If you already have a good customer base, then focus on follow-ups and retention. If you’re running seasonal offers, your goal might be driving bookings during specific months.
You’ll get better results than trying to do it all.
Email Marketing for Plumbers: The Straightforward Guide to More Leads
Before I get into the email strategy itself, let’s get one thing straight. Email marketing isn’t something you throw in just because everyone says you should. It only works when it’s part of something bigger.
If people can’t find you, check you out, or even know you exist, then email won’t do much. You need the basics in place first: a simple website, a social profile, your business listed on Google, maybe even a few solid reviews.
Email works best when people already know who you are. So, before you worry about subject lines or sending offers, make sure your online presence gives people a reason to stay connected.
Alright, now let’s get into the detailed strategy for email marketing for plumbers:
I. Define Your Target Audience
One of the biggest mistakes I see in email marketing for plumbers is sending the same message to everyone on the list. It feels easier, but it’s not effective, and it often leads to your emails being ignored, marked as spam, or unsubscribed from altogether.
Instead of treating every contact the same, take a few minutes to narrow your audience. Think about who you’re talking to. When was their last job with you? Have they used your service once or more than once? Are they due for a seasonal check-in? Is their previous invoice still unpaid?
The more relevant your email is to the person receiving it, the more likely it is to get opened and acted on.
Here’s how to narrow your audience in a simple, practical way:
- Group customers by service history – Separate one-time customers from repeat clients. If someone hasn’t booked with you in over a year, that’s a great group to target with a re-engagement email.
- Filter by location – If you serve multiple ZIP codes, target specific areas with location-based updates or promotions.
- Segment by service type – Someone who called you for a drain cleaning last month shouldn’t get the same message as someone who installed a water heater two years ago.
- Sort by timing – You can even create a list of customers who haven’t heard from you in a while, or those who got a quote but never booked. That gives you a chance to follow up while staying relevant.
This kind of filtering and segmentation doesn’t need to be complicated. Most email platforms let you sort your list based on basic details. Even if you’re working from a spreadsheet, you can organize contacts by last service date, type of job, or location.
Done right, email marketing for plumbers leads to higher open rates, more bookings, and fewer unsubscribes.
II. What to Include in Your Email Campaigns
You don’t need to write essays. And you don’t need to be a copywriter. The best email marketing for plumbers is simple, clear, and consistent. The goal is to stay valuable.
Here are a few types of content that work, along with real-world ideas you can start using right away:
Job Highlights: Did you wrap up a job that you’re proud of? Then share it. Post a before-and-after photo, explain the issue, and walk through how you solved it. It’s a straightforward way to show potential clients what you do and how well you do it.
Example: Just replaced an old water heater for a family in [Neighborhood]. Their hot water is running strong again—just in time for winter. Check out the before-and-after here [link].
Service Reminders: Seasonal maintenance, yearly checkups, or warranty follow-ups, your customers won’t remember unless you remind them. This is one of the most valuable uses of email marketing for plumbers: getting repeat work from people who already trust you.
Example: Reminder: It’s a good time to schedule your annual water heater check. A quick inspection now can save you from surprise breakdowns later. Book your spot here [link].
In-Progress Updates: You don’t have to wait for the job to be finished. Share a behind-the-scenes look while you’re mid-project. A simple photo from the job site and a line or two about what you’re doing makes your work feel real and relatable.
Example: Midway through a full pipe replacement in [City]. There’s a lot of corrosion, but we’re getting this house back into shape. Here’s a look at the process so far [photo].
Quick Plumbing Tips: Share valuable info that helps customers between jobs. This builds trust and positions you as someone who knows your stuff, not just when something breaks, but all year round.
Example: Got low water pressure? It might be as simple as a clogged aerator. Here’s how to check (and fix it) in under 5 minutes. [link to blog or short how-to video]
Resources & How-Tos: If you’ve written a helpful guide, created a checklist, or answered common customer questions, email is a great way to share them. It shows you’re not just there to sell, but to help.
Example: What to ask when hiring a plumber? We made a quick checklist to help. [Download your copy here]
Occasional Announcements: Did your team recently bring on a new plumber? Was your business mentioned in a local news article or recognized with an award? Share that news. A short, honest update shows that your business is active, growing, and trusted, without coming across as if you’re trying too hard.
Example: Big thanks to [Local Magazine] for featuring us in their “Top Home Services” roundup. Always grateful for the support from the [City] community!
Mix it up. Keep it helpful. And keep it short. The goal of email marketing for plumbers is to stay visible, stay relevant, and stay booked.
III. Automate Your Email Marketing
You don’t have hours every week to sit down and send emails one by one, and you shouldn’t have to. That’s where automation comes in. It’s one of the easiest ways to keep in touch with customers consistently, without adding more to your plate.
Email marketing for plumbers becomes way more manageable (and practical) when you set it up once and let it run in the background.
Here’s what automation helps you do:
- Send the right message at the right time – Whether it’s a reminder to book a seasonal checkup or a follow-up on an unsold estimate, automation ensures the timing is spot-on, even when you’re busy on the job.
- Personalize without doing it manually – You can set up emails that automatically pull in each customer’s name, job history, or service location. That way, they’re getting something that feels relevant to them.
- Follow up without forgetting – If a customer hasn’t booked in a while or got an estimate but never called back, you can automatically send a gentle reminder without lifting a finger.
- Segment your audience easily – Automation tools let you sort your list based on things like ZIP code, last job, or service type. So, someone with a ten-year-old water heater isn’t getting the same email as someone who just had one installed.
- Keep your emails out of the spam folder – Good email tools track how your messages are performing. If something’s not landing right—or getting marked as spam—you’ll know and can adjust quickly.
Think of it like this: automation handles the follow-up work you don’t have time to do. You set the rules (like “Send this email if a customer hasn’t booked in 6 months”), and the system takes care of the rest.
Some simple automation ideas for plumbers:
- A follow-up email 3 days after an estimate is sent
- A reminder 11 months after a water heater install
- A seasonal tip email (e.g., frozen pipe prevention before winter)
- A check-in to see if a customer hasn’t booked in over a year
IV. How Often Should You Send Emails?
When it comes to email marketing for plumbers, it’s not about how often you send; it’s about showing up consistently without becoming a nuisance.
A good starting point is once a month. That’s often enough to stay on your customers’ radar, share something useful, and remind them you’re still around, without crowding their inbox.
If that still feels like a lot, aim for every 6 to 8 weeks. Just don’t let too much time pass. If someone hears from you once, then nothing for six months, your next email might feel out of the blue, or worse, get deleted without a glance.
Here’s the deal: people won’t mind hearing from you if what you’re sending helps them. Be it a quick tip, a seasonal reminder, or a simple update, useful emails build trust over time.
A few extra pointers:
- Don’t send just to send. Each email should have an apparent reason behind it.
- Keep it short. One helpful email every month is better than four that say nothing.
- Don’t go dark for months, then hit them with a massive info dump. It’s better to stay lightly engaged than disappear entirely.
Email marketing for plumbers works best when you treat it like a conversation, not a blast. Keep it steady, helpful, and low-pressure.
V. Write Better Subject Lines
You could write the most helpful, well-timed email in the world, but if your subject line doesn’t catch someone’s attention, they’ll never open it.
A good subject line is straightforward, honest, and sounds like it’s coming from a real person, not a brand trying to sell something. It should give people a reason to stop scrolling and click.
When it comes to email marketing for plumbers, the subject line is your first impression. And in a crowded inbox, it might be your only shot.
Here are a few things to keep in mind:
- Skip the hype. No one likes feeling tricked. Avoid salesy phrases like “LIMITED TIME OFFER!!!” or “You won’t believe this!”
- Be real. Think about what you’d open if it landed in your inbox. That’s your test.
- Get to the point. Let people know what’s inside—don’t make them guess.
Here are a few subject line examples that work for plumbing emails:
- “Here’s how to avoid frozen pipes this winter”
- “Quick check-in: Is your water heater doing okay?”
- “We just finished a job in [City]—take a look”
- “A simple plumbing tip that saves money”
- “Seen this before? We fixed it last week”
Notice how each one is direct, sounds like it was written by a person, and gives a reason to open the email.
VI. Keep Your Emails Mobile-Friendly
Most people read emails on their phones while standing in line, between jobs, or while checking five other things. So if your email’s hard to read on a small screen, it’s getting swiped away in seconds.
Email marketing for plumbers only works if the person on the other end can easily scan it and take action.
Here’s how to make sure your emails don’t get buried:
- Use short subject lines. Stick to 25–30 characters so your message doesn’t get cut off on mobile devices.
- Break up your text. Long blocks of writing are hard to read on small screens. Keep paragraphs short. Use headers and bullet points to help people scan.
- Put the important stuff up top. Say what you need to say early on. Don’t make people scroll to figure out what the email is about or what you want them to do.
- Make your CTA big enough to tap. Your “Schedule Now” or “Book a Checkup” button should be easy to see and click with your thumb. Don’t make it a tiny link buried in a paragraph.
- Test before you send. Pull up your email on your phone and give it a quick review. If it’s hard to read or tap, it’ll be even harder for your customers.
Simple, clean, and easy to read is what works. The more mobile-friendly your emails are, the more likely they are to get read and acted on.
VII. Use AI to Brainstorm and Build Better Emails
No tool can replace your experience, your reputation, or the trust you’ve built with your customers. But when it comes to writing emails, AI can help take some of the weight off.
If you’ve ever stared at a blank screen wondering what to say or how to say it, AI tools like ChatGPT, Google’s Gemini, or Meta AI can give you a solid starting point. Brainstorming, writing, or just trying to get unstuck, they’re like a helper in the background.
Here’s how AI fits into email marketing for plumbers:
Brainstorm Ideas
If you are not sure what to send this month, then AI can help you come up with topics like:
- Plumbing tips for the season
- Common issues to watch out for
- Recent jobs worth highlighting
- Simple checklists for homeowners
You don’t have to use everything it offers, but it will suggest ideas and save you time.
Draft Emails Faster
You know what you want to say, but writing it takes time. AI can help shape your message, and then you can tweak the tone, add personal touches, and hit send. It’s a timesaver, not a shortcut.
Test Subject Lines
If you’re trying to figure out which subject line will get opened, let AI generate a few versions and pick the one that sounds right for your audience. You still make the call; it just gives you more to work with.
Tweak Content for Different Groups
Do you need a version of your email for first-time customers and another for repeat clients? AI can help you rewrite the same message with a slightly different tone or focus, so every reader gets something that feels relevant to them.
VIII. Follow Email Marketing Best Practices
Even a great message won’t land well if it’s not delivered the right way. Email marketing for plumbers isn’t just about what you send—it’s also about how you send it. Following a few simple best practices can make the difference between getting opened or getting ignored.
Here’s what matters:
Personalize It: Start with the subject line. Something as small as using a customer’s first name can increase your open rates. Personalization tells people this message wasn’t just blasted to a list, it’s meant for them.
Go further than the name:
- Mention the last service you did for them
- Ask how things are going post-repair
- Reference a past quote or recent issue they mentioned
Even better? Set up simple follow-ups:
- A check-in a few days after the service
- A birthday or “1 year since your last visit” note
- A friendly reminder when it’s time for annual maintenance
Use Real Language in Subject Lines: Skip the hype. Keep your subject lines direct, human, and relevant. Some simple examples that work:
- “Need a quick drain check?”
- “We fixed this in [City]—could you use the same?”
- “Is your water heater ready for winter?”
- “Thanks for booking—how did everything go?”
You can also test phrases that prompt curiosity:
- “Are your faucets clean?”
- “Why your water pressure’s been dropping—and what to do about it”
Send the Right Message at the Right Time: Don’t send everything to everyone. Segment your audience based on past service, location, or behavior. Then match your message to what they care about.
- First-time customers: A “What to expect” or welcome email
- Long-time customers: Loyalty discounts or seasonal reminders
- Inactive customers: A quick check-in with a service offer
Keep It Human: Avoid robotic language. Write like you’d speak to a real person, not a mailing list. You don’t need fancy marketing copy. Just be clear, honest, and helpful.
Top Email Marketing Platforms for Plumbers
Below are some of the most popular email marketing platforms that can save you hours and help you stay connected and relevant with your customers, without the extra hassle.
1. HubSpot
A strong all-in-one platform that combines email marketing with CRM features, HubSpot is perfect for managing customer information and email campaigns in one place. It’s perfect for automated follow-ups, email personalization, and tracking customer interactions. It also has a free plan, which is great if you’re starting.
2. Mailchimp
Mailchimp is a favorite for small businesses. It’s user-friendly, affordable, and offers great templates for plumbers who want to send out service reminders, seasonal offers, or company updates without getting bogged down in setup.
3. Constant Contact
If you’re looking for something straightforward with great support, Constant Contact is a solid choice. It offers ready-made email templates, automation features, and helpful contact list tools. Suitable for local service businesses that want something quick and reliable.
4. ActiveCampaign
Ideal if you want to go a step further with automations. ActiveCampaign helps you build email workflows based on behavior, such as booking history or last interaction, which is extremely useful for re-engagement campaigns or service follow-ups.
5. MailerLite
Simple, clean, and very budget-friendly. MailerLite is great for plumbers who want just the essentials: creating emails, setting up automated sequences, and tracking results. It’s easy to learn and gets the job done without unnecessary features.
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