LeadFly -Lead generation for Renovation and Trades companies
April 16, 2023
Shane McEvoy
by Shane McEvoy

How Small Businesses Can Leverage Email Marketing Automation: Best Practices

In today’s digital age, email marketing automation has emerged as a powerful tool to connect with audiences and drive meaningful engagement for commercial and home improvement specialists including gardeners, builders, electricians, plumbers and joinery professionals. 

Leveraging email marketing automation can be particularly advantageous in terms of nurturing leads, following up on proposals, and obtaining testimonials and photos post-project.

This article explores how small businesses in these industries can harness the potential of email marketing automation to streamline their operations, enhance customer relationships, and boost overall business growth.

Table of Contents

Email Marketing Automation: Best Practices

Email marketing automation offers numerous benefits for commercial and home improvement businesses in the service industry.

By automating various aspects of your email marketing campaigns, these businesses can save time, increase efficiency, and deliver personalised experiences to their customers.

Let’s delve into some practical ways small businesses can leverage email marketing automation:

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Creating Automated Sequences for Proposal Follow-ups

Following up on proposals is a crucial step in securing new projects. Email marketing automation enables small businesses to create personalised sequences that automatically follow up with potential clients.

By setting up triggers based on specific actions or time intervals, businesses can nurture leads and keep their services top of mind.

For example, a builder can create a sequence that sends a series of informative emails after submitting a proposal, highlighting their expertise, previous successful projects, and testimonials from satisfied clients.

With each email in the sequence, the content can be tailored to provide valuable information and address any questions or concerns the potential client may have.

Through follow-ups, businesses can stay engaged with prospects and increase their chances of converting them into paying customers.

Sending Project Updates and Building Anticipation

For service-based businesses like gardeners and builders, keeping clients informed about the progress of their projects is essential.

With email marketing automation, businesses can send regular updates and build anticipation throughout the project duration.

This helps maintain open lines of communication, reassure clients of the progress being made, and ultimately foster trust and satisfaction.

By incorporating images and descriptions of completed milestones or showcasing the transformation, businesses can create excitement and generate anticipation for the final outcome.

These updates not only keep clients informed but also provide them with a sense of involvement and reassurance that their project is in capable hands.

Requesting Testimonials and Photos Post-Project

Testimonials and photos from satisfied clients serve as powerful social proof for small businesses.

Automating email requests for testimonials and photos after project completion can help businesses gather valuable feedback and enhance their online reputation.

For instance, a plumber can create a post-project sequence that sends a personalised email asking clients to share their experience, leave a testimonial, and even attach photos of the completed plumbing work.

These testimonials and photos can then be used on the business’s website, social media profiles, or in future marketing campaigns.

By making the process convenient for clients and providing clear instructions, businesses can increase the likelihood of receiving testimonials and photos.

These authentic reviews and visual representations of completed projects not only help attract new customers but also build trust and credibility in the industry.

Using Email Marketing Automation In Your Business

Implementing email marketing automation requires careful planning, attention to detail, and the selection of appropriate tools.

However, the benefits of automation far outweigh the initial effort. Small businesses can save time, improve customer satisfaction, and ultimately achieve growth by leveraging the power of email marketing automation.


Q1. How can email marketing automation benefit small businesses in the trades industry?

It helps save time by automating repetitive tasks, nurtures leads by delivering personalised content, and improves customer engagement and satisfaction through targeted communication.

By leveraging automation, businesses can streamline their operations, increase efficiency, and focus on other critical aspects of their business.

Q2. Can email marketing automation help commercial and home improvement companies win more projects?

Absolutely! It allows for follow ups on proposals, provides project updates, and maintains consistent communication with clients.

By leveraging automation, businesses can stay top of mind and increase their chances of winning new projects.

Engaging and informative emails can showcase the expertise and capabilities of the business, instilling confidence in potential clients and improving the likelihood of securing new projects.

Q3. How can small businesses use email marketing automation to gather testimonials?

They can automate email sequences that ask clients for testimonials and photos after project completion.

By making the process convenient for clients and providing clear instructions, businesses can collect valuable feedback and enhance their online reputation.

Personalised emails expressing gratitude for the client’s business and requesting their feedback can be automatically sent at appropriate intervals.

This proactive approach encourages clients to share their positive experiences, leading to a collection of authentic testimonials that can be used to showcase the business’s capabilities and build trust with prospective customers.

Q4. Are there any email marketing automation tools suitable for small businesses?

Yes, several email marketing automation tools cater to the needs of small businesses. Popular options include Mailchimp, ConvertKit, and ActiveCampaign.

These tools offer user-friendly interfaces, automation capabilities, and robust analytics to track email performance. Small businesses can choose the tool that aligns with their specific requirements and budget to effectively leverage email marketing.

For more information about how we can help you grow your business using email and other strategies, or if you need specific advice, you can call us on 0800 110 5923, or you can fill out the contact form here and our support team will get in touch.

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