Overview
Use these common email campaign strategies if you're unsure where to start or to get ideas. You can use them as part of a bigger campaign or on their own. They can help you engage with customers, build relationships, and potentially generate revenue. Each strategy includes audience criteria and content ideas. For more, see Create email campaigns and Create audiences.
Who uses this feature
Marketing managers, business owners, and other marketers on your team
Primarily for Residential Service and Replacement business types
Applies to all trades
Feature configuration
Account configuration is required to use this feature. Please contact Technical Support for details.
Things to know
You can view, clone, archive, and unarchive your campaigns. For more, see Manage Marketing Pro functions.
Welcome email
Send welcome information to all new customers after they've been scheduled for their first job but before the first job has been completed.
Audience: Includes
Filter Set: Customer
Customer Type: Residential
Created On: Less Than 1 Day In The Past
Filter Set: Job
Job Scheduled Date: Greater Than 1 Day In Future
Content Ideas: Use this campaign as a welcome packet and provide homeowners with information about the following topics while thanking them for choosing you:
Memberships
Contact Information
Reschedule or Cancellation Policies
Social Media Links
Financing Information
Pre-job information
Send pre-job information to customers one day before their scheduled jobs to guide them through your company's process.
Audience: Includes
Filter Set: Customer
Customer Type: Residential
Filter Set: Job
Job Scheduled Date: Greater Than 0 Days In the Future
Content Ideas: Use this email to prepare your customers for their visit. Consider providing them with information about the following topics:
Overall job processes such as what the tech will do when they arrive, whether you take payments onsite, and review requests
Membership Information
Financing Information
Health Precautions
Post-job thank you information
Reach out to customers one day after their job has been completed to thank them for their business and provide them with your contact information in case they have any questions or concerns.
Note: If you send customers surveys through Reputation Management, you may not need this campaign.
Audience: Includes
Filter Set: Customer
Customer Type: Residential
Filter Set: Invoice
Total: Greater than $1 or above your dispatch fee
Filter Set: Job
Job Completed Date: Equal To 1 Day In the Past
Content Ideas: Use this campaign to thank customers, remind them to leave a review, and give them information on referral programs and cross-selling opportunities. You can set up this campaign to send multiple emails. For example, send a thank you email one day after the job is complete and then a review request email two days later. Consider providing them with the following information:
Review links
Contact information
Cross sales opportunities
Membership sales
Referral Program
Referral program
Send customers information about your referral program. You could create an automated email campaign for this or include this as part of a thank you or job complete email campaign.
Audience: You can use any audience for this strategy. If you want, you can use the same audience criteria for the Post-Job Thank You Information strategy.
Content Ideas: Use this email to get referrals and new business. Include information about your referral incentives and cross-sales opportunities for new memberships. Referral incentives do not have to be monetary. Instead, you could offer free tune-ups, discounts on the referrer's next membership, or free memberships.
Recent customers
Reach out to customers who used your services six months ago but haven't used them since. This is a chance to offer them other services they might be interested in, build your brand with educational content, or send them a newsletter to keep our company fresh in their minds.
Audience: Includes
Filter Set: Customer
Customer Type: Residential
Filter Set: Job
Last Completed Job Date: Between 6 and 7 Months In the Past
Content Ideas: Use this email for different touchpoints depending on what you want to focus on, including:
Cross-selling other trades or services
Review reminders
Educational content
Newsletter or announcements
Membership offers
Unsold estimates follow-up
Reach out to your customers with open estimates. Encourage them to book the work and leave no opportunity behind.
Note: You can also create SMS campaigns for Unsold Estimates. For more, see Create an Unsold Estimates Campaign using SMS.
Audience: Includes:
Filter Set: Customer
Customer Type: Residential
Filter Set: Estimate
Estimate Status: Open
Estimate Created On Date: Select the date range for the open estimates you want to follow up on
Content Ideas: Use this campaign to remind customers with open estimates to schedule the work. Keep the message friendly, highlighting the advantages of regular maintenance for home comfort equipment. Don't forget to mention any membership perks that could help them save money.
Unsold estimates from 9 to 18 months ago
Contact customers who received estimates for work 9 to 18 months ago but haven't scheduled it yet. Encourage them to book the work, reminding them of the benefits like a more comfortable home and saving money in the future.
Audience: Includes:
Filter Set: Customer
Customer Type: Residential
Filter Set: Estimate
Estimate Status: Open
Estimate Created On Date: Between 9 and 18 Months In the Past
Content Ideas: Use this email to encourage your customer to stop delaying their service and book the job. Keep it friendly and passive, reminding them of the benefits of regular home comfort equipment maintenance. You could also offer a discount or waive the new trip fee if another visit is necessary for this estimate. Don't forget to mention any membership perks that could help them save money.
Note: You can adjust the time frame for this strategy to reach out to customers sooner or later. You can also add additional Job or Estimates filters to target a more specific audience.
Past due invoice balance reminder
Remind customers with balances older than 30 days that they must pay within 60 days, or their account might be sent to collections.
Audience: Includes
Filter Set: Invoice
Balance: Greater than $1 or the amount you think needs a reminder
Job Completed Date: Between 30 and 60 Days In the Past
Note: Adjust the Job Completed Date criteria based on your payment terms.
You can adjust the audience filters to make it more specific. For example, filter for specific business units (BUs) or job types or increase the required balance to target only the customers you want to. You can also exclude customers with another job scheduled if they're not due to pay until all jobs are complete. To do this, add an exclusion to your audience of "Scheduled Job Date is greater than 0 days in the future."
Content Ideas: Create a campaign with three to four reminder emails. Begin with a friendly tone and gradually become more serious. If you use the Customer Portal or online payments, include a link that lets them pay online. Let them know they can call your business if they have any questions. If you send delinquent customers to collections, wait until the last email to mention this, and do so with empathy. It's important not to damage your relationship with customers.
Idle accounts
Reach out to customers who haven't had any work done or been called in the past year. You can change the date range to target slower months or send service reminders to boost revenue. The audience automatically updates daily to include new customers who meet the criteria.
Note: You can repurpose this strategy for seasonal slow periods, tune-up reminders, and incentive offers.
Audience: Includes
Filter Set: Customer
Customer Type: Residential
Filter Set: Job
Last Completed Job Date: Between 12 and 13 Months in the Past
Filter Set: Call
Last Outbound Call Date: Greater than 12 Months In the Past
Content Ideas: Use this campaign to catch your customers' attention and draw in those who haven't used your services lately. You can use marketing tactics to spark curiosity and then customize the message for:
Seasonal or holiday-targeted service reminders
Annual job follow-up reminders
For example, you might create a "We Miss You" campaign with an adorable dog in the header image and a catchy subject line.
Tip: Add a Job Type filter to your audience criteria to send a specific reminder for a tune-up, service, or follow-up selling point.
Member recurring service reminders
Remind members that their Recurring Service is approaching. If your membership maintenance visits are labeled by jobs, such as Spring and Fall tune-ups, you can use the Job Type filter instead of the Recurring Service filter.
Audience: Includes
Filter Set: Memberships
Membership Name: Select specific memberships if applicable
Membership Status: Active
Recurring Service: Select the recurring service
Recurring Service Event Date: Less than 4 Weeks In the Future or when you'd like to reach out to customers before a recurring service
Optionally, you can include the following audience exclusion criteria:
Audience: Excludes
Filter Set: Memberships
Recurring Service: Select the recurring service
Recurring Service Event Date: Less than 30 Days In the Past if you want to make sure this customer didn't already have their visit
Recurring Service Status: Job Scheduled, Job In Progress, Job Hold, Job Completed, Job Canceled
If you're using the Job Type filter instead of the Recurring Service filter, use the following audience criteria:
Audience: Includes
Filter Set: Job
Last Completed Job Date: Less than 30 Days In the Past if you want to ensure this customer didn't already have their visit
Scheduled Job Date: Greater than 0 Days In the Future if you want to ensure this customer doesn't have their visit scheduled
Content Ideas: Use this email to explain how customers can schedule their recurring service or when you'll be visiting their home.