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2×
Seasonal Campaigns/Year
+$3,600
First Spring Campaign Revenue
What you'll be able to do after this tutorial
- Send a spring campaign in February that fills your April/May calendar automatically
- Run a fall cleanup campaign in September that books your October without phone calls
- Welcome every new quote request with a 3-email nurture sequence that builds trust
- Re-engage lapsed clients who haven't booked in 6+ months, automatically
- Send a monthly newsletter that positions you as the neighborhood lawn expert
- Segment your list so residential and commercial clients get different messages
Step 1: Segment Your List into 4 Groups
Sending the same email to everyone on your list is the fastest way to get unsubscribes. A commercial property manager doesn't care about your residential spring cleanup special. Your lapsed clients need a different message than your active maintenance clients. In Mailchimp, use Tags to segment your list, you can tag contacts manually or via Zapier when they book a job.
🌿 Active Maintenance Clients
On a monthly or seasonal plan. Send service updates, upsell opportunities, and loyalty rewards. Keep them engaged and renewing.
🏡 One-Time Customers
Had a job done but no ongoing service. Primary target for seasonal campaigns and maintenance plan upsells.
📋 Active Leads
Submitted a quote request but haven't signed yet. Send nurture content and project inspiration while they decide.
💤 Lapsed Clients
No job in 6+ months. Re-engagement sequence runs automatically with a compelling comeback offer.
1
Build Your Monthly Newsletter Template
A monthly newsletter keeps your name in front of homeowners who aren't ready to book yet, so when spring comes and they need their lawn done, you're the first name they think of. Build the template once in Mailchimp, then swap the content monthly. Here's the 4-section structure that works for landscapers:
Monthly Newsletter Template (4 Sections)
SECTION 1: THIS MONTH'S LAWN TIP
→ 150-word practical tip about seasonal lawn care
→ Example topics: "When to fertilize in [your region]",
"Why you shouldn't cut wet grass", "Drought tips"
→ Positions you as the local expert, not just a vendor
SECTION 2: RECENT PROJECT SPOTLIGHT
→ Before & after photos from a recent job
→ 2-3 sentences about the challenge and what you did
→ "Want a transformation like this? Get a free estimate →"
SECTION 3: WHAT'S HAPPENING THIS MONTH
→ What services are in highest demand right now?
→ Example: "March = aeration and overseeding season"
→ Natural lead-in to your promotional offer below
SECTION 4: THIS MONTH'S OFFER
→ One clear offer with an expiration date
→ Example: "Free gutter cleaning with any landscape job
booked this month. Expires March 31."
→ Creates urgency, drives immediate bookings
📸 Screenshot: Mailchimp template builder showing 4-section newsletter with before/after photo block and CTA button
2
Set Up Your 2 Seasonal Campaigns
These 2 campaigns are the biggest revenue drivers of the year for landscapers. Set them up once as templates, schedule them, and they run every year, filling your calendar before the season even starts.
🌱 Spring Campaign (3 Emails)
Email 1: Last week of Feb | Email 2: Mar 10 | Email 3: Mar 25
Email 1 (Feb 25): "Spring is almost here, are you ready?" Early-bird discount for spring cleanups booked before March 15. Creates urgency, rewards loyal past clients.
Email 2 (Mar 10): "Spots are filling up fast, [First Name]." Social proof + urgency. "We've booked 23 spring cleanups this week. March slots are going fast."
Email 3 (Mar 25): "Last chance for our spring special." Final push before full-price season. Include a simple booking link.
🍂 Fall Campaign (2 Emails)
Email 1: Sep 8 | Email 2: Sep 22
Email 1 (Sep 8): "Most homeowners don't know fall is the best time to fix their lawn." Educational hook. Promotes fall overseeding, aeration, and fertilization. Includes link to book a fall assessment.
Email 2 (Sep 22): "Leaf season is coming, have you booked?" Promotes leaf removal packages + early-season winter prep services. Urgency around limited crew availability.
Spring Email 1, Full Template
Subject: Spring is almost here, is your lawn ready? 🌱
Hi [First Name],
It's almost time to start thinking about your lawn again,
and I wanted to reach out before our spring calendar
fills up completely.
Every year, we hear from homeowners in [City] who waited
too long and couldn't get a slot until May or June.
I don't want that to happen to you.
This month only, we're offering $[X] off any spring
cleanup booked before March 15.
Spring cleanups include:
✓ Full yard debris removal (leaves, branches, dead growth)
✓ Lawn edge cleanup and bed preparation
✓ First mow of the season
✓ Fertilizer application (optional add-on)
We worked on your property [last year / in [Year]] and
it was a pleasure. I'd love to get you scheduled again.
Click here to book your free estimate:
[Calendly/Booking Link]
Or reply to this email and I'll reach out to schedule.
Talk soon,
[Your Name]
[Business Name] | [Phone]
3
Create a 3-Email New Lead Welcome Sequence
When someone submits a quote request, they're evaluating multiple landscapers. These 3 emails run automatically between their inquiry and their site visit, building trust, showcasing your work, and pre-answering their questions. Landscapers who use this sequence see 2× higher consultation-to-booking conversion rates.
Email 1, Immediate (After Quote Request)
Subject: ✅ We received your request, what happens next
Hi [First Name],
We've received your quote request and we're excited
to take a look at your property!
What to expect:
→ One of our team will reach out within 2 business hours
→ We'll schedule a free site visit at your convenience
→ You'll have a detailed written estimate within 24 hours
While you're waiting, here are a few recent projects
in your neighborhood: [Portfolio Link]
Want to skip the wait? Book your site visit directly:
[Calendly Link]
[Your Name]
Email 2, Day 2 (Social Proof + FAQ)
Subject: What [City] homeowners say about working with us
Hi [First Name],
Before your site visit, I wanted to share a few
things that might be helpful:
"[Business Name] transformed our backyard in 2 days.
Professional, on-time, and the results exceeded our
expectations.", [Neighbor Name], [Street Name] area
"They found a drainage issue we didn't even know about
and fixed it before it became a problem. Great service."
— [Another Review]
We have [X] reviews on Google averaging [X] stars.
Also, our most common FAQ:
Q: "Will you charge me to provide an estimate?"
A: Never. Site visits and estimates are always free.
See you at the site visit!
[Your Name]
4
Build a Lapsed Client Re-Engagement Sequence
Any client who hasn't had a job done in 6+ months gets tagged as "Lapsed" in Mailchimp. This 3-email sequence runs automatically when that tag is applied. The goal: remind them you exist and give them a compelling reason to come back. Most landscapers recover 15–25% of lapsed clients with this sequence.
Lapsed Client Re-Engagement, Email 1
Subject: We miss you, [First Name], we haven't spoken in a while
Hi [First Name],
I noticed it's been a while since we've worked on your
property, and I just wanted to check in.
We've been busy since then, here's what's new:
→ We expanded our team and added [new service]
→ We now offer [seasonal service] as an add-on
→ We're fully booked most weeks, but I'm holding a
spot for [month] for past clients
If there's anything your lawn or garden needs this
season, I'd love to help.
As a welcome-back offer, I'll take $[X] off your
next job. Just mention this email.
Ready to reconnect? [Booking Link]
[Your Name]
Real Business Result
Precision Grounds, Columbus, OH
Tony had 180 past customers on a list he'd never emailed. He decided to try one spring campaign before investing in anything else. Results from his first February spring email campaign:
$4,800
Revenue from first spring campaign
41%
Email open rate on first campaign
14
New bookings from 180-person list
"I sent one email to 180 people. 14 of them booked, and 3 signed up for monthly maintenance plans. That's $4,800 upfront plus $780/month in new recurring revenue from a single email. I had no idea my list was worth that much. Now I email every month."
Frequently Asked Questions
How do I build an email list if I don't have one?
Start with your existing customers, export your invoicing or job management software (Jobber, QuickBooks, FreshBooks) and import those emails into Mailchimp. Add an email field to any estimate or contact form. Most landscaping businesses discover they have 100–400 customer emails they've never used for marketing.
How often should I email my landscaping clients?
Monthly is the minimum to stay top of mind. During seasonal ramp-up periods (February for spring, early September for fall), you can send 2–3 emails over a 3-week period without it feeling spammy. Your clients are homeowners, they're thinking about their lawn at the same time you're thinking about your schedule.
Should I email commercial and residential clients differently?
Yes, absolutely. Commercial clients want professional language, ROI framing, and formal invoices, not "spring cleanup specials." Use Mailchimp's segmentation to create separate campaigns for residential and commercial contacts. A tag applied via Zapier when a job is created is the cleanest way to keep this organized automatically.
What's a good open rate for a landscaping email?
Industry average for home services is about 22–28%. Landscapers who email their own past client list (people who already trust you) typically see 35–50% open rates. The spring campaign template above routinely gets 40%+ because it's sent to warm, relevant contacts at the perfect time of year.
Ready to Fill Your Schedule Before the Season Starts?
Start with Mailchimp free, import your existing customer list and send your first seasonal campaign using the templates above. You could have bookings coming in by this time next week.
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