Email Marketing for Plumbers: Turn One-Time Customers Into Repeat Business

Go to mailchimp.com, click "Sign Up Free" and choose "Email Marketing" as your goal. Enter your business name as "[Your Name] Plumbing" and create your first "Audience", this is your email list.

Set your "From Name" and "Reply-To Email" so customers know who they're hearing from. This should be your name or business name.

Method A, Import Existing Contacts: Export customer names and emails from your invoicing software (FreshBooks, QuickBooks). In Mailchimp, go to Audience > Import Contacts.

Method B, Add After Every Job: Keep a notepad or phone note. After completing a job, text yourself: "Name Email". Import weekly.

Method C, Add to Invoices: If you use FreshBooks, connect it to Mailchimp so new customers auto-join your list.

This is the single most valuable email you can send. It goes out 24–48 hours after a job, keeping you fresh in the customer's mind.

In Mailchimp, go to Automations > Customer Journey. Set the trigger to "Contacts added to audience" (when you add a new customer) and wait 1 day before sending.

Email subject: "Thanks for choosing [Name] Plumbing, one quick thing"

Email body: "Hi [FirstName], great meeting you yesterday. Your [repair type] is all fixed. If you ever have a question or need anything, just reply to this email. One favor: if we did a good job, a quick Google review means everything to a small local business like ours. [Google Review Link], Takes 60 seconds. Thanks, [Your Name]"

The #1 money-maker for plumbers. Schedule these twice a year, one in fall, one in spring.

Fall Campaign (send in October):

Subject: "Is your plumbing ready for winter, [FirstName]?"

Body: "Hi [FirstName], winter is coming and frozen pipes are no fun. A quick water heater inspection and pipe insulation check can save you a big headache (and big repair bills) in January. We have a few slots left in October and November. Reply to this email or click here to book: [Booking Link]"

Spring Campaign (send in March): Same pattern but focused on checking for winter pipe damage, water pressure issues, and outdoor faucets.

How to schedule: Mailchimp > Campaigns > Schedule. Set recurring annual campaigns.

Your happiest customers will send you referrals, but only if you ask. Send this 2 weeks after the post-job email, but only to customers who opened it.

In Mailchimp, set up a second step in your Customer Journey: Wait 14 days → send if "Email was opened".

Email subject: "Know anyone who needs a plumber?"

Email body: "Hi [FirstName], I wanted to reach out because word-of-mouth means everything to a local business like mine. If you know a neighbor, friend, or family member who needs a plumber, I'd love to be their go-to guy. When you refer someone, I'll give you both $25 off your next service as a thank-you. Just have them mention your name when they call."