October 7, 2025 • 26 mins
If you’re not emailing your customers, you’re leaving money on the table. In this episode of Masters of Home Service, host Adam Sylvester talks with Phil Risher, owner of Phlash Consulting, and Stephen Jobe, owner of Jobe and Sons Plumbing, to unpack the real story behind a single email that brought in $93K. They break down what made it work—from timing and subject lines to CTAs, follow-ups, and using your Jobber data to send campaigns that actually convert. New to Jobber? Masters of Home Service listeners can claim an exclusive discount for Jobber at http://bit.ly/4kAzgm0
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Episode Transcript
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(00:00):
We sent out 6.1 million emails last yearand we analyzed all those emails and we
distilled it down to aseven part framework and we implemented that seven part
framework at this 1.5 millionHVAC contractor and they generated
$253,000 using this framework.Welcome to Masters of Home Service,
the best podcast for home service proslike us. I'm your host, Adam Sylvester,
(00:22):
and I want you to crush it in business.
If you're not emailing yourclients on a regular basis,
you are losing money.
It's just like going to the ATM machineand pulling cash out of the machine.
Press the button and get money.So if you're thinking, Adam,
how do I send emails? I want to,I know it's important, I want to,
but how We're going to answer all thosequestions today and when we're done,
(00:44):
you're going to know exactlywhat to do and how to do it.
It's going to be great. Phil and Steven,
you guys are crushing it and you'redoing Stephen you're a plumber, Phil,
you run Phlash Consulting andyou guys do a lot of emailing.
You guys were emailing yourclients on a regular basis. Phil,
you sent out 6 million emailslast year or something like that.
We'll get into that. So beforewe get into that, Steven,
tell us what you do and what youdo and all that kind of stuff.
I'm the owner of Jobe and SonsPlumbing in Tucson, Arizona.
(01:04):
Been around for roughly four years andwe're just going gangbusters over here.
Bingo. Great. Glad you're here, Phil.
Yeah, owner of Phlash Consulting.
We work with home service businesses andwe help them do digital marketing and
one of those components is email marketingand it's a big driver of revenue for
a lot of companies that they miss outon and we're going to talk a lot about
that today.
They're missing out on it.
We're talking about getting noticedand people who are not emailing,
(01:27):
how much is it costing? People say,ah, email. I don't have time for that.
It's a big deal.
Absolutely.
It's a big deal. How important is it, just
start us off with how important isemail marketing to your business?
Honestly, it's something that we'veworked in on a regular basis now.
When we first started, itwas kind of like, yeah,
I would give it a shot and see if it worksand we saw a little bit of color come
(01:50):
back,
but at this point we have structures inplace where bare minimum once a month,
oftentimes several times a month,
just send it out and I think the wholepoint is that somebody calls you out for
a service call. They've seen you once,they're not going to remember a name,
just like half the peopleyou meet on the street.
You're not going to remembertheir name one time,
but if you can continue to put that nameright in front of them over and over
(02:11):
and over again in a non-aggressive way,
I think people willremember your name Totally.
A lot of business owners,
they think of marketing as new customerscoming in and it's constantly trying to
get fuel on the fire over and over againand they forget that there's all these
people sitting in your database,
prospects and customers that alreadyknow like and trust you and you can cross
sell them different services andthat's why it's a honey hole.
(02:33):
Literally we call it a honey hole thatmost people don't take advantage of and
they're just focused on newcustomer, new customer, new customer.
Yeah. I think that even if someonedoesn't even open the email,
it's very effective. A long time agoI had a client email me and say, Adam,
do you know a good landscaper?And I was like, yeah, me,
what are we talking about? And hethought I was just the mowing guy. Okay.
(02:56):
That was a messaging problem.That was a marketing problem.
That was an email marketing problembecause he should have known as soon as he
had the thought, I need a landscaper,he should have thought of me,
but he didn't. It's nothis fault, it's my fault.
Email marketing checks so many boxes.
And so what's one of the main thingsthat it accomplishes for your businesses.
Honestly is what he was talkingabout, the honeypot you already have.
(03:19):
I think right now we're sitting at2000 to 2,500 people that are in our
database,
and it allows us to just reach back inand at the very least let them know that
we're still around Because I maythink about plumbing all the time.
I may think about businessownership all the time.
They're not thinking aboutplumbing all the time. They aren't.
And so if I can keepour company top of mind,
(03:40):
even if just to say something as simpleas like, Hey, we're here to help.
They're going to be like,I need help. Literally,
we've had our customers call and go,Hey, I'm looking for a landscaper,
I'm looking for an electrician, I'mlooking for a drywall or whatever.
It's do anybody just becausewe've been there to help,
and so it creates a community wherepeople are willing to trust us.
Phil,
do you think that there's a differencebetween automated emails that are going
(04:01):
out on a regular basis versusblasting out one email as a one-off?
Is there a difference there orare they all kind of the same?
No, there's definitely a completedifference because the automated ones,
you can set them up and it's nice tonurture things and that kind of stuff.
The one-offs, they're going to be moreto the point of what's actually going on.
So what we recommend, alot of people, they say,
I don't really know what to talkabout this month or what should I say?
(04:22):
Or they say the same thing over again andthey forget that they don't talk about
all this other stuff. So the firstthing for us is let's create a content
calendar every single month of what we'regoing to talk about January, february,
March, april, may. Then when webuild the newsletter for that month,
we have something that we're going tocross-sell. Talk about those things. Now,
let's say that there's abig storm that happens,
or in plumbers Brown Fridayscoming up the day after
(04:45):
Thanksgiving and it's like, Hey, no,
we got to send out this specifictimely email for these people.
The messaging is completely differentand it also has to be timely for that.
An automated email might be targetedtowards a certain group of people. I mean,
someone comes into your companyfor the first time as a new lead,
they're going to get different emailsin the next 90 days for so to speak as
(05:07):
onboarding emails, but thensometimes if you're slow,
you just blast out an email.What should those emails say?
If it's a blast out, it's goingto be some sort of a deal,
especially when we're slow, right?We're going to try to peddle in people,
so it'll be like, Hey, here's aspecial deal. Did you know about this?
We're going to provide value.
It could be something as simple as whatwe've done in the past is we'll send out
(05:29):
which water heater should you choose,
and then people are real short blipand it's like, which one do you have?
And it just creates this conversationand we start calling people after that.
That's a good idea. Yeah,I like that. Works out.
Yeah, I really like that idea. I wouldsay when you're sending out an email,
there's two parts to it.
The first one is a really good subjectline and we use a tool called Omnis send
O-M-N-I-N d.com, and it's a freesubject line tester. You can Google it,
(05:53):
and so what you want to do is whateveryour subject line is, what you said,
it's like $500 off a new generator orget this free thing when you install this
or free inspection on this one,
it's going to give you a good sage linethat people are going to open. Now,
when you send out that one-offemail inside of that body,
you don't want it to be too long to yourpoint, get to the point of what it is,
have a call to action. What we've beendoing, and it's been working amazing,
(06:15):
is let's say you send out anemail that says $500 off X, y,
z or some type of promo, allthe people that open that email,
we recommend obviouslycalling these people,
but another thing to do is send them asecond email and the second email looks
like just a general email and it says,in your area is the subject line,
and it says, Hey,
we're going to be in your area doing aninspection or a free estimate on this
(06:36):
service. Do you want us to stopby and take care of this for you?
All you got to do is reply yes,
because you know that theyopened it because interested,
and then now you're telling themyou're going to be in their area doing
estimates, and it's a great way to tiethat together with the one-off emails.
One thing I did one time is I didn'tchange has the pre-written subject line,
so it'll say somethinglike, put your subject here.
I literally just leftit blank and then sent,
(06:57):
just reminding you about ourplumbing service and then sent it on.
On purpose?
On purpose, and people opened itlike crazy. They were like, oh,
it must be a mistake from Job and Sonsand opened it and it's like, oh yeah,
that actually works, andwe got click throughs and.
Yeah, those kinds oftricks definitely work.
Don't capitalize the first birth subjectline or make a typo and subject line.
Those kinds of thingsdefinitely capture eyeballs.
I love the follow-up idea where youonly email people who opened it.
(07:21):
Exactly.
And then of course,
obviously the next step it would be callthem if you have the resources to call
them and follow up and you don'tsay, I know you open your email.
What's that phone call?
Yeah. Well, so we had an electricalcontractor, Southern California,
$500 off generators, this exactsituation. They were slow.
They needed some estimates, so we sentout that email, 500 off generators.
(07:41):
Then we sent an email secondaryto the opens that said,
we're going to be in your area, andthey got three estimates out of it,
so potentially $60,000 of jobs just outof that. The call would sound like this.
Hey, Adam, not sure if you heard or not,
we have a promo going onfor $500 off generators.
We're going to be in your area next week.
I pulled up some of the people that weregoing to be around and want to see if I
could stop by and giveyou an estimate on that.
You don't want to be creepy andbe like, I saw you open my email.
(08:03):
Do you want to be like, Hey,
kind of tie the knot together for themwithout tying the knot fully together?
Yeah, yeah, a hundred percent.
I remember way back in the dayI sent an email that it was,
I think I've told the storybefore on the podcast,
but I'll share it again wherethey're kind of outdated now,
but thank you for opting into ournewsletter and that kind of stuff.
(08:24):
This was like 2017.
I somehow accidentally sent thatemail to everyone by accident,
and I was mortified. I'm a perfectionistand I just couldn't believe it,
and I got a couple of complaints and Igot one person who was like, yes, hey,
this is the mistake. And then thethird guy said, this was mistake,
but can you cut my grasp tomorrow?
And that's when I realized thepower of emailing your customers.
(08:45):
If a terrible email mistakeemail like that could generate
business, what might a good emaildo? Email works. It works every time,
and I think that you can do it froma logic, you can use MailChimp,
jobber has that other services.It's easy to do, right?
That's right. Yeah. We have acompany, they're a remodeling company,
and we started working withthem and they were like, well,
(09:06):
we don't email our customers.We just do one-time projects.
They're not going to get a kitchen everymonth. We need to leave them alone.
We're like, no, that's not the point.You need to cross sell your services.
So what we did was literally the firstemail we sent out was for a custom
office build. They were getting customcabinetry and other things in office,
and we're going to talkabout this in this email.
So we sent the email outand this woman, Ms. Susan,
(09:28):
she emails back and she says, Hey,
I didn't go with you for my bathroomremodel and I should have because the
company I selected was terrible and I'mremodeling my office and I want you to
do the job.
Wow.
All because we emailed the pastcustomers and we didn't just say, oh, no,
people don't care and they don'twant to be resold something.
And that was basically free.
Exactly. It.
Basically, it was free.
To your point that we think our customersdon't want to hear from us and we're
(09:52):
annoying them and oh my gosh,actually send this opt-in or whatever,
but at the end of the day, people justwant to stay top of mind, add value,
don't be pushy and annoying,
but there is value in staying topof mind cross selling services,
so that way they know, oh,you actually do this as well.
I've told people over the years who haveasked me for advice on email marketing
and stuff, they'll say, Adam, how oftendo you email your clients? And I say,
as often as you need or as often as ittakes, and they're like, oh my gosh,
(10:15):
I can't imagine. And I believe that,
and I say that story because awhile back we got really slow.
It was the first time we were reallythis slow my business, and I was no joke.
I was emailing our list almost everyday and we sure we had unsubscribed,
but you know what it wasdoing? It was keeping us busy,
and then as soon as we got busyagain, I stopped emailing them.
(10:36):
It's really just an ATM button. You justhit the ATM button when you need cash.
When you don't need cash, youdon't hit it. It's that simple,
and if people don't like it, theygot unsubscribe, and that's fine too.
But I have found that email marketingis really the quickest way to
get a fast job.
Well,
I think to the person who's watching thisand they're afraid of the unsubscribe,
(10:56):
that person was probably never going tobe someone who you'd get through email
anyway. You know what I mean?
They're going to be morecontacted by maybe a phone caller.
You know what I'm saying?
Yeah.
They're already ready and just hit it.
Right. Steven, do you crosssell through your emails?
Do you use emails to cross sellfor? Okay, how? Give us an example.
Yeah, I'll give you some, severalscenarios. So for example,
we own a coffee company.
(11:18):
We also have a YouTubechannel and Facebook and Instagram. It's all integrated.
I'll give you an example in, I thinkit was this last year in December,
I sent out this thing,
and I think the tagline was somethingalong the lines of save big dollar sign,
dollar sign, dollar sign on X, Y, and Z,
whatever it was.When they get into the email,
then there's a picture of thething I'm actually talking about,
(11:40):
and every single word inthat email was embedded.
So regardless of where they click,they get taken to the next location,
which was our booking website at thevery bottom. Then we start saying like,
okay, hey, you should go tocheck out our YouTube channel.
So we leave a link there.Then in the YouTube channel,
we have a link to our Facebook and ourGoogle, but it's all pointing back.
We also have a blog that'scalled the Clog Blog,
(12:01):
so that gets LinkedIn. So it's almostlike a big giant spider web where
you start with one place,
but the whole point is to driveeverything right back down to the main hub
because if I can get you to the website,
it's one click and you're on thephone with me. Know what I mean?
So it just makes sales.
You mentioned one thing about the ATM,the button. As a marketing company,
(12:24):
people ask us all the time,
how long it's going to take tosee a return on my marketing,
and when we tell them tomorrow you canemail all of your customers with an
offer that you've never done before.
There's no way that you're notgoing to make money from this,
and it's the quickest way that you cando marketing if you have prospects or
customers sitting inyour database. For sure.
Yeah, I think between the three of us,we've sent out a lot of emails, a lot.
(12:48):
What do you guys thinkare the most effective?
We talked about subject linea little bit, the tester,
but do they need lots ofphotos? Is it a newsletter?
Is it need to be long, shortfrom the owner, from the CSR?
Let's talk about the specifics.
What should go in the emailif we want to promote?
If you're a longer company andthe season to start from mowing,
we're going to start a mowing campaign.
(13:10):
What should go with that email? So wesent out 6.1 million emails last year,
and we analyzed all those emails andwe distilled it down to a seven part
framework, and we implemented that sevenpart framework at this 1.5 million HVAC
contractor, and they generated$253,000 using this framework.
So the first step is a good subject line,
so you can use that subject line tester,
(13:31):
but usually you want four tosix words in your subject line,
maybe a couple uppercase,
maybe some dollar signs or somethingthat's going to bring attention to it.
Emojis.
I'm not a big fan of emojis because italmost looks too salesy to people when
they get it in their inbox. They're like,
this doesn't look too legit. The secondone is when they go to your email,
you want to have your logoand then two call to actions,
(13:53):
a call now button and a schedule serviceor get an SM button right at the top.
What this does is one, it anchors theemail, so as people are scrolling through,
they know they can goback and take an action,
but also when they read your subjectline, if they're ready to roll,
it hits them right there.
The third thing is having sometype of an educational piece.
This is where you could includea gif pictures, blog posts,
and the content calendar is soimportant because to your point,
(14:16):
let's say it's a long carecompany, they're talking about their spring cleanups.
Then here it's like, here are fivereasons why you need a spring cleanup,
and you're just educating themthrough this process. Now,
here's where it gets fun after this.The fourth one is your customer's like,
okay, I should probably get a springcleanup. I understand what it is,
but they're asking one question and that'sthe question that you need to answer
right there. It's a frequentlyasked question, and it's like,
(14:38):
how much does this spring cleanup cost?
How often should I get a spring cleanupdone? Whatever question that is,
you've got to answer it in a graphicor something that's a frequently asked
question.
Step five is having a direct callto action you agitate call to,
so you don't want your house to be the,
I swear of the community when everyonehas brand new mulch and looks beautiful,
get a spring cleanup. Step six onthat is now they're saying, okay,
(15:01):
I definitely need to get this, butare they going to do a good job?
This is where you include acustomer testimonial about the spring cleanup seven,
have those anchors call nowschedule service or get an estimate.
That's a framework that we use as acompany because it works and it walks them
through this decision tree andit gets action on your emails.
And I've seen your emails. They'renot the most beautiful emails,
but they're the most effective.
(15:23):
Yes.
And that's all that matters. Yeah,we want results, not beauty. Exactly.
I mean, we're a digital marketing company.
We can make anything look beautifuland whatever. At the end of the day,
this is the thing I don't care aboutmaking it look beautiful. Clicks,
opens impressions. I want revenue andleads, and that's what it comes down to.
So if you have something that'sproducing that, then just do that.
Guys, I love talking about email.
(15:44):
I think we're going topause the conversation for a minute though to talk about
how jobber specifically canhelp our listeners send emails
to their clients. Phil, how can.
Jobber do that? A lot of peopleare asking, well, where do I go?
How do I do this? And the problemis trying to connect the dots with,
I have these emails overhere, this over there,
and the thing that I like about Jobberis that they have this campaign section
(16:05):
and you can go in there, create anemail, send it to your customers,
literally in probably 10 minutes.
So they make it super easyto just connect all the dots,
send an email out and then keep moving.
I used to use that one monkey one,and ever since we started using it,
it just click rates go up and it alsosays integration buttons that I can't get
enough of.
And one of the main reasons I lovejobber is that they actually listen to
(16:26):
feedback. So we've actually givenfeedback and said, Hey, can you add this?
And they actually have added it.Bingo. And so things like that.
I can't call up the monkey and tellhim like, Hey, this is what's up,
but Jobber actually listens to it.
I was a MailChimp junkie for a long timeand I canceled my subscription because
Jobber was that good. It's really,
really easy to send an emailto your clients in Jobber,
(16:47):
so if you aren't emailing yourclients on a regular basis,
you're losing money and you need toget jobber. Jobber makes it super,
super easy.
So go to jobber.com/podcast dealan exclusive discount and start
emailing your clients today.Steven,
I think there's a element to all thisthat you want to have value in the email
and not just a call to actionall the time every single day.
(17:09):
So what kind of things do you put in therethat is actually somewhat valuable to
the client?
Yeah, I think that's something alot of people don't think about.
It's just maintenance. So in the past,and actually kind of on a regular basis,
we'll pick one item in your house.Let's call it a water heater,
and we'll just say, Hey,
here are the four things that you needto do with your water heater per year,
and maybe we send that email out,
we'll just copy and paste and justrepeat that email a couple of times.
(17:31):
It could be something as simple,
did you know that you're supposed todrain your water heater once a year?
Do you know how to do it? Check outthis video back to cross section, right?
You kick 'em back over or you can atthat point, to your point, you add in,
schedule your call now and you say,we actually do that. This is the cost.
Go for it. When you start doing that,people don't just look at it and go,
oh my God, they just wantmy money. It's like, no,
(17:52):
they actually care and they'retaking care of my stuff.
And subconsciously they're thinking,I don't want to do all that!
Right?Yeah, exactly. I would say with value,
there's a part to educatingthe customer as well.
There's also just a part to sharingthings that's going on in your local
community that's good. Hey,
here's five things to doin this city in the spring.
It has nothing to do with anything asidefrom just something that's local and
(18:14):
makes sense.
And I think that this kind of hits atyou don't want to just be bashing them
over the head with offers andpromos every single month.
You want to really be a pillar of thecommunity and educating them on what's
going on in the community. Andyeah, we could help you or not,
but at the end of the day, hope weget some value out of this email.
Yeah. Steven,
you sent an email that got like $93,000of revenue or something like that.
Tell us.
About that. So in this email, I wantedreally two things to be done. One,
(18:38):
we needed cashflow, sowe needed to bring it in,
but I also wanted to communicatethat were real people.
You can send a picture of megoing like that all day long,
but it just looks like a caricature.
So what I did is I took a pictureof me standing in my kids' room.
I've got a backwardshat on total dad vibes.
I have a coffee cupwith Mickey Mouse on it,
and in the email it was something like,did you know that we're real people?
(19:01):
And then I just gave a real quickpitch, we would love to serve you.
We live in a house just likeyou live in a house, we use.
Pipes just like you guys.
Exactly. Just makingconnection we're real.
And I think it was a littlebit of a timing game as well.
It was right in the beginning of December,and for us, that's cash cow season,
they're all day long. We just sent itout and partially because of the timing,
(19:24):
we're already busy. Pipes getfrozen, things need to be dealt with,
but right at the bottomof that email I put, Hey,
we're having a water heater special,
and it was discounted off like$200 off the normal price.
Not only communicated that we're real,
we've communicated thatthere's a value there,
and then we also gavethem the actual price.
There's no need for them to getan estimate. It was a short deal.
(19:45):
Interesting.
We're kind of putting it out there.
This is the price regardlessof what it looks like.
Unless there's something crazy,we're going to take care of it.
And people just called andcalled and called and called.
I love that people are wondering if youcan answer that question before they ask
it.
And.
You're ahead of the game.
And of course there'sobviously a risk there.
We can get into something way out of line,
but that just is ourresponsibility to say, Hey,
(20:06):
this is a little outside of thenormal. This is what the price will be,
but it's still going to bediscounted off of our normal.
But that risk is what keeps us from doingthe thing that works 90% of the time.
Don't disregard everything else justbecause it won't work for some people.
I love when people are like, well, Ican't give you an estimate of the phone.
You might be unique, but give you anidea. I'm not going to hold you to it.
We all know it's a ballpark, so I lovethat you put the price at the bottom.
(20:28):
That's really great. Any other uniquethings about that? You had authenticity,
the price call to action at the bottom?
Call to action at the bottom.
What is your call to action? Reply tothis email, click this button, call now?
What it looks like is I'll saysomething like, if you're interested,
call this number or click on thebutton below to schedule now.
And I'll usually do it in a term ofschedule right into our calendar,
(20:50):
because we book online.
So the way that it dries for us is theyclick into our website and then they
click book online, and then anoption opens up where it says,
are you an existingcustomer or a new customer?
And then it takes 'emon their own path. And.
One of my favorite callto actions is reply. Yes.
Yeah, that's good.
And I make Yes capitalized.
And that way all they have todo is type three letters. Well,
(21:13):
they had to click reply andthen type YES send five steps,
and I use a button two, but I usuallywill put that somewhere in the email.
Just reply Yes. I'm like, yeah,yeah, I'm ready. I'm interested.
And then our CSR takes itfrom there and gets 'em in,
but I'm a fan of giving peoplemean them where they're at.
Some people like to click a buttonand some people like to reply.
Yeah,
I think that's actually something thatI've been playing with the idea of doing,
(21:37):
because I see a lot of businessleadership development,
these companies that want to help yougrow your business, pay me $99 a month,
and they do that. Theyactually will say, Hey,
reply yes to this email to get info.
And of course I've done it becauseI'm interested, right? Yeah, it works.
I'm the guy. It works. And thenyou get a phone call and stuff.
That's just lead acquisition atits finest. It's genius. Well.
93 Grand on one email is prettysweet. It was very helpful.
(22:00):
One thing you mentioned timing.Timing does matter. It does.
And we can't predicttiming. It's very important.
This is the same thing with yardsigns. People put a yard sign out,
somebody dries by it. I don't needgutter cleaning. Two weeks later,
it rains really hard. Theysee the same yard sign,
and last night their gutters wereoverflowing and now they're like,
I'm so glad the yard sign's stillthere. The timing's different.
(22:20):
Everything else is the same.
And sometimes you just got to hopethat you just have to send out a lot of
emails,
put out a lot of yards on to make surethat you're always there at the right
time.
Yeah, I think being availableis key, right? For us,
we already know that we're going to beslow between early June to middle of
July, so as we come up intothat, we increase emails,
we start offering a littlebit better deals. You don't.
(22:42):
Wait until July. You do it in May.
Well, even in somecases we do it in April.
Because.
We want to load in. I think usingyour timeframe, using your knowledge,
using your last year's history, walkthrough that, where are your slow seasons,
and then actually start marketing atthat point often. and then base your
schedule.
Off those slow.
Seasons. There's a part tosegmenting your database too,
because let's say you were to go backthrough and look at all your estimates
(23:04):
that didn't close, and then inthis slow period you said, Hey,
we have 10% off promo going on forthis estimate that we already gave you.
Now you're using your actual data tomake decisions and also email those
customers to then retarget them. Youalready know that they got an estimate,
and this is a whole part ofemail marketing and using your database to actually
(23:24):
help you grow your business. Yeah, that's.
Good. I think the last hack that Ihave on this is the email blast. Say,
you're slow.
The call to action or the incentive forthe client doesn't have to be a sale.
It can be we can cometomorrow. It could be price,
it could be a sale, but it could be, Hey,
we're giving away for every new jobthat we get in April, our slow month,
(23:47):
we're going to donate $10 to localcharity. It doesn't have to be a 10% sale.
It doesn't have to be a$500 off a hot water heater.
One of my buddies does Zoom estimates.He does an estimate on Zoom,
and so they'll walk around and look atyour pipes and look at your electoral,
and he will give you a prettygood price over the phone.
And so that can be anothercall to action. Hey,
you're too busy to meet with us at yourhouse. Great. Just schedule a zoom call.
(24:08):
There's more than one way to skin the cat.
I just wanted people to be thinkingcreatively on what that call to action can
be, because some people mightvalue convenience more than price.
In this particular scenario.
We've actually done that where at no cost,
we will just send an email out and say,we'll just be honest about it and say,
Hey, we're a little slow right now,
and we would love to give you the chanceto have us in your house to do a free
inspection. And it's upfront. It's likeI'm coming in to give you an estimate,
(24:32):
but people are, oh, cool, I'lltake that. It's free. I don't care.
Especially if they've already used us.
And the conversion will be,conversion rate will be less,
but you still get business. Bingo.
Yeah.
I'm going to boil it down to three thingsthat our listeners can do today right
now to get started, because that's whatwe promised at beginning of this show.
So number one is you needto email your old clients,
(24:53):
people who either have done work withyou before or people who got a quote and
never approve. You got to emailthem today, email them right now.
Number two is send that second email topeople who opened your email and if you
can call them,
but at least send that second email andreinforce that you'll get a lot more
business from that. Andnumber three, be data-driven.
(25:14):
Use a software like Jobber to lookat trends in your business and
pinpoint the slow months.October slow. Great. So in July,
start planning your campaign sothat you're not slow in July.
And you can even use acalendar like they'll say where each month is a different
message and a different email campaign.
And it doesn't matter if you'resending emails if no one opens them.
(25:35):
So make sure you use a tool like Omnis.
Send O-M-N-I-S-E-N d.com andthey do subject line testing.
I have no affiliation withthem. They just do a good job.
But you could also just chat to BT itand get some good subject lines as well.
But make sure you actuallytest the subject lines.
Don't just go with whatever you think.
Yes, great. Guys, this is great.You guys are crushing it, Steve,
and you're crushing and plumbingfeel. You're crushing and consulting.
Keep doing it. Keep rocking it out.How do people find out more about you,
(25:58):
Steven?
Yeah, yeah. Go to Job andsons plumbing.com. We're on YouTube, Facebook, TikTok,
Instagram at Job and Sons Plumbing.
I also own a coffee companycalled Plumbers Crack Coffee.
You can go find us at PlumbersCrack Coffee on Instagram. Facebook.
For me, flash Consulting,P-H-L-A-S-H consulting.com.
You can click Discuss Your Business.
We do free marketing audits wherewe go through your business,
(26:19):
give you the recipe, sell the cooking,
and hopefully help you grow your business.
Great. Well, thanks for being here.
I really appreciate it.And thank you for listening.
I hope that you heard something todaythat will help you send your first email,
because it's going to make youmoney. Go do it today. I'm your host,
Adam Sylvester. You can find meat adamsylvester.com. Remember,
your team and your clients andyour family deserve your very best,
(26:40):
so go give it to 'em.
We sent out 6.1 million emails last yearand we analyzed all those emails and we
distilled it down to aseven part framework and we implemented that seven part
framework at this 1.5 millionHVAC contractor and they generated
$253,000 using this framework.Welcome to Masters of Home Service,
the best podcast for home service proslike us. I'm your host, Adam Sylvester,
(00:22):
and I want you to crush it in business.
If you're not emailing yourclients on a regular basis,
you are losing money.
It's just like going to the ATM machineand pulling cash out of the machine.
Press the button and get money.So if you're thinking, Adam,
how do I send emails? I want to,I know it's important, I want to,
but how We're going to answer all thosequestions today and when we're done,
(00:44):
you're going to know exactlywhat to do and how to do it.
It's going to be great. Phil and Steven,
you guys are crushing it and you'redoing Stephen you're a plumber, Phil,
you run Phlash Consulting andyou guys do a lot of emailing.
You guys were emailing yourclients on a regular basis. Phil,
you sent out 6 million emailslast year or something like that.
We'll get into that. So beforewe get into that, Steven,
tell us what you do and what youdo and all that kind of stuff.
I'm the owner of Jobe and SonsPlumbing in Tucson, Arizona.
(01:04):
Been around for roughly four years andwe're just going gangbusters over here.
Bingo. Great. Glad you're here, Phil.
Yeah, owner of Phlash Consulting.
We work with home service businesses andwe help them do digital marketing and
one of those components is email marketingand it's a big driver of revenue for
a lot of companies that they miss outon and we're going to talk a lot about
that today.
They're missing out on it.
We're talking about getting noticedand people who are not emailing,
(01:27):
how much is it costing? People say,ah, email. I don't have time for that.
It's a big deal.
Absolutely.
It's a big deal. How important is it, just
start us off with how important isemail marketing to your business?
Honestly, it's something that we'veworked in on a regular basis now.
When we first started, itwas kind of like, yeah,
I would give it a shot and see if it worksand we saw a little bit of color come
(01:50):
back,
but at this point we have structures inplace where bare minimum once a month,
oftentimes several times a month,
just send it out and I think the wholepoint is that somebody calls you out for
a service call. They've seen you once,they're not going to remember a name,
just like half the peopleyou meet on the street.
You're not going to remembertheir name one time,
but if you can continue to put that nameright in front of them over and over
(02:11):
and over again in a non-aggressive way,
I think people willremember your name Totally.
A lot of business owners,
they think of marketing as new customerscoming in and it's constantly trying to
get fuel on the fire over and over againand they forget that there's all these
people sitting in your database,
prospects and customers that alreadyknow like and trust you and you can cross
sell them different services andthat's why it's a honey hole.
(02:33):
Literally we call it a honey hole thatmost people don't take advantage of and
they're just focused on newcustomer, new customer, new customer.
Yeah. I think that even if someonedoesn't even open the email,
it's very effective. A long time agoI had a client email me and say, Adam,
do you know a good landscaper?And I was like, yeah, me,
what are we talking about? And hethought I was just the mowing guy. Okay.
(02:56):
That was a messaging problem.That was a marketing problem.
That was an email marketing problembecause he should have known as soon as he
had the thought, I need a landscaper,he should have thought of me,
but he didn't. It's nothis fault, it's my fault.
Email marketing checks so many boxes.
And so what's one of the main thingsthat it accomplishes for your businesses.
Honestly is what he was talkingabout, the honeypot you already have.
(03:19):
I think right now we're sitting at2000 to 2,500 people that are in our
database,
and it allows us to just reach back inand at the very least let them know that
we're still around Because I maythink about plumbing all the time.
I may think about businessownership all the time.
They're not thinking aboutplumbing all the time. They aren't.
And so if I can keepour company top of mind,
(03:40):
even if just to say something as simpleas like, Hey, we're here to help.
They're going to be like,I need help. Literally,
we've had our customers call and go,Hey, I'm looking for a landscaper,
I'm looking for an electrician, I'mlooking for a drywall or whatever.
It's do anybody just becausewe've been there to help,
and so it creates a community wherepeople are willing to trust us.
Phil,
do you think that there's a differencebetween automated emails that are going
(04:01):
out on a regular basis versusblasting out one email as a one-off?
Is there a difference there orare they all kind of the same?
No, there's definitely a completedifference because the automated ones,
you can set them up and it's nice tonurture things and that kind of stuff.
The one-offs, they're going to be moreto the point of what's actually going on.
So what we recommend, alot of people, they say,
I don't really know what to talkabout this month or what should I say?
(04:22):
Or they say the same thing over again andthey forget that they don't talk about
all this other stuff. So the firstthing for us is let's create a content
calendar every single month of what we'regoing to talk about January, february,
March, april, may. Then when webuild the newsletter for that month,
we have something that we're going tocross-sell. Talk about those things. Now,
let's say that there's abig storm that happens,
or in plumbers Brown Fridayscoming up the day after
(04:45):
Thanksgiving and it's like, Hey, no,
we got to send out this specifictimely email for these people.
The messaging is completely differentand it also has to be timely for that.
An automated email might be targetedtowards a certain group of people. I mean,
someone comes into your companyfor the first time as a new lead,
they're going to get different emailsin the next 90 days for so to speak as
(05:07):
onboarding emails, but thensometimes if you're slow,
you just blast out an email.What should those emails say?
If it's a blast out, it's goingto be some sort of a deal,
especially when we're slow, right?We're going to try to peddle in people,
so it'll be like, Hey, here's aspecial deal. Did you know about this?
We're going to provide value.
It could be something as simple as whatwe've done in the past is we'll send out
(05:29):
which water heater should you choose,
and then people are real short blipand it's like, which one do you have?
And it just creates this conversationand we start calling people after that.
That's a good idea. Yeah,I like that. Works out.
Yeah, I really like that idea. I wouldsay when you're sending out an email,
there's two parts to it.
The first one is a really good subjectline and we use a tool called Omnis send
O-M-N-I-N d.com, and it's a freesubject line tester. You can Google it,
(05:53):
and so what you want to do is whateveryour subject line is, what you said,
it's like $500 off a new generator orget this free thing when you install this
or free inspection on this one,
it's going to give you a good sage linethat people are going to open. Now,
when you send out that one-offemail inside of that body,
you don't want it to be too long to yourpoint, get to the point of what it is,
have a call to action. What we've beendoing, and it's been working amazing,
(06:15):
is let's say you send out anemail that says $500 off X, y,
z or some type of promo, allthe people that open that email,
we recommend obviouslycalling these people,
but another thing to do is send them asecond email and the second email looks
like just a general email and it says,in your area is the subject line,
and it says, Hey,
we're going to be in your area doing aninspection or a free estimate on this
(06:36):
service. Do you want us to stopby and take care of this for you?
All you got to do is reply yes,
because you know that theyopened it because interested,
and then now you're telling themyou're going to be in their area doing
estimates, and it's a great way to tiethat together with the one-off emails.
One thing I did one time is I didn'tchange has the pre-written subject line,
so it'll say somethinglike, put your subject here.
I literally just leftit blank and then sent,
(06:57):
just reminding you about ourplumbing service and then sent it on.
On purpose?
On purpose, and people opened itlike crazy. They were like, oh,
it must be a mistake from Job and Sonsand opened it and it's like, oh yeah,
that actually works, andwe got click throughs and.
Yeah, those kinds oftricks definitely work.
Don't capitalize the first birth subjectline or make a typo and subject line.
Those kinds of thingsdefinitely capture eyeballs.
I love the follow-up idea where youonly email people who opened it.
(07:21):
Exactly.
And then of course,
obviously the next step it would be callthem if you have the resources to call
them and follow up and you don'tsay, I know you open your email.
What's that phone call?
Yeah. Well, so we had an electricalcontractor, Southern California,
$500 off generators, this exactsituation. They were slow.
They needed some estimates, so we sentout that email, 500 off generators.
(07:41):
Then we sent an email secondaryto the opens that said,
we're going to be in your area, andthey got three estimates out of it,
so potentially $60,000 of jobs just outof that. The call would sound like this.
Hey, Adam, not sure if you heard or not,
we have a promo going onfor $500 off generators.
We're going to be in your area next week.
I pulled up some of the people that weregoing to be around and want to see if I
could stop by and giveyou an estimate on that.
You don't want to be creepy andbe like, I saw you open my email.
(08:03):
Do you want to be like, Hey,
kind of tie the knot together for themwithout tying the knot fully together?
Yeah, yeah, a hundred percent.
I remember way back in the dayI sent an email that it was,
I think I've told the storybefore on the podcast,
but I'll share it again wherethey're kind of outdated now,
but thank you for opting into ournewsletter and that kind of stuff.
(08:24):
This was like 2017.
I somehow accidentally sent thatemail to everyone by accident,
and I was mortified. I'm a perfectionistand I just couldn't believe it,
and I got a couple of complaints and Igot one person who was like, yes, hey,
this is the mistake. And then thethird guy said, this was mistake,
but can you cut my grasp tomorrow?
And that's when I realized thepower of emailing your customers.
(08:45):
If a terrible email mistakeemail like that could generate
business, what might a good emaildo? Email works. It works every time,
and I think that you can do it froma logic, you can use MailChimp,
jobber has that other services.It's easy to do, right?
That's right. Yeah. We have acompany, they're a remodeling company,
and we started working withthem and they were like, well,
(09:06):
we don't email our customers.We just do one-time projects.
They're not going to get a kitchen everymonth. We need to leave them alone.
We're like, no, that's not the point.You need to cross sell your services.
So what we did was literally the firstemail we sent out was for a custom
office build. They were getting customcabinetry and other things in office,
and we're going to talkabout this in this email.
So we sent the email outand this woman, Ms. Susan,
(09:28):
she emails back and she says, Hey,
I didn't go with you for my bathroomremodel and I should have because the
company I selected was terrible and I'mremodeling my office and I want you to
do the job.
Wow.
All because we emailed the pastcustomers and we didn't just say, oh, no,
people don't care and they don'twant to be resold something.
And that was basically free.
Exactly. It.
Basically, it was free.
To your point that we think our customersdon't want to hear from us and we're
(09:52):
annoying them and oh my gosh,actually send this opt-in or whatever,
but at the end of the day, people justwant to stay top of mind, add value,
don't be pushy and annoying,
but there is value in staying topof mind cross selling services,
so that way they know, oh,you actually do this as well.
I've told people over the years who haveasked me for advice on email marketing
and stuff, they'll say, Adam, how oftendo you email your clients? And I say,
as often as you need or as often as ittakes, and they're like, oh my gosh,
(10:15):
I can't imagine. And I believe that,
and I say that story because awhile back we got really slow.
It was the first time we were reallythis slow my business, and I was no joke.
I was emailing our list almost everyday and we sure we had unsubscribed,
but you know what it wasdoing? It was keeping us busy,
and then as soon as we got busyagain, I stopped emailing them.
(10:36):
It's really just an ATM button. You justhit the ATM button when you need cash.
When you don't need cash, youdon't hit it. It's that simple,
and if people don't like it, theygot unsubscribe, and that's fine too.
But I have found that email marketingis really the quickest way to
get a fast job.
Well,
I think to the person who's watching thisand they're afraid of the unsubscribe,
(10:56):
that person was probably never going tobe someone who you'd get through email
anyway. You know what I mean?
They're going to be morecontacted by maybe a phone caller.
You know what I'm saying?
Yeah.
They're already ready and just hit it.
Right. Steven, do you crosssell through your emails?
Do you use emails to cross sellfor? Okay, how? Give us an example.
Yeah, I'll give you some, severalscenarios. So for example,
we own a coffee company.
(11:18):
We also have a YouTubechannel and Facebook and Instagram. It's all integrated.
I'll give you an example in, I thinkit was this last year in December,
I sent out this thing,
and I think the tagline was somethingalong the lines of save big dollar sign,
dollar sign, dollar sign on X, Y, and Z,
whatever it was.When they get into the email,
then there's a picture of thething I'm actually talking about,
(11:40):
and every single word inthat email was embedded.
So regardless of where they click,they get taken to the next location,
which was our booking website at thevery bottom. Then we start saying like,
okay, hey, you should go tocheck out our YouTube channel.
So we leave a link there.Then in the YouTube channel,
we have a link to our Facebook and ourGoogle, but it's all pointing back.
We also have a blog that'scalled the Clog Blog,
(12:01):
so that gets LinkedIn. So it's almostlike a big giant spider web where
you start with one place,
but the whole point is to driveeverything right back down to the main hub
because if I can get you to the website,
it's one click and you're on thephone with me. Know what I mean?
So it just makes sales.
You mentioned one thing about the ATM,the button. As a marketing company,
(12:24):
people ask us all the time,
how long it's going to take tosee a return on my marketing,
and when we tell them tomorrow you canemail all of your customers with an
offer that you've never done before.
There's no way that you're notgoing to make money from this,
and it's the quickest way that you cando marketing if you have prospects or
customers sitting inyour database. For sure.
Yeah, I think between the three of us,we've sent out a lot of emails, a lot.
(12:48):
What do you guys thinkare the most effective?
We talked about subject linea little bit, the tester,
but do they need lots ofphotos? Is it a newsletter?
Is it need to be long, shortfrom the owner, from the CSR?
Let's talk about the specifics.
What should go in the emailif we want to promote?
If you're a longer company andthe season to start from mowing,
we're going to start a mowing campaign.
(13:10):
What should go with that email? So wesent out 6.1 million emails last year,
and we analyzed all those emails andwe distilled it down to a seven part
framework, and we implemented that sevenpart framework at this 1.5 million HVAC
contractor, and they generated$253,000 using this framework.
So the first step is a good subject line,
so you can use that subject line tester,
(13:31):
but usually you want four tosix words in your subject line,
maybe a couple uppercase,
maybe some dollar signs or somethingthat's going to bring attention to it.
Emojis.
I'm not a big fan of emojis because italmost looks too salesy to people when
they get it in their inbox. They're like,
this doesn't look too legit. The secondone is when they go to your email,
you want to have your logoand then two call to actions,
(13:53):
a call now button and a schedule serviceor get an SM button right at the top.
What this does is one, it anchors theemail, so as people are scrolling through,
they know they can goback and take an action,
but also when they read your subjectline, if they're ready to roll,
it hits them right there.
The third thing is having sometype of an educational piece.
This is where you could includea gif pictures, blog posts,
and the content calendar is soimportant because to your point,
(14:16):
let's say it's a long carecompany, they're talking about their spring cleanups.
Then here it's like, here are fivereasons why you need a spring cleanup,
and you're just educating themthrough this process. Now,
here's where it gets fun after this.The fourth one is your customer's like,
okay, I should probably get a springcleanup. I understand what it is,
but they're asking one question and that'sthe question that you need to answer
right there. It's a frequentlyasked question, and it's like,
(14:38):
how much does this spring cleanup cost?
How often should I get a spring cleanupdone? Whatever question that is,
you've got to answer it in a graphicor something that's a frequently asked
question.
Step five is having a direct callto action you agitate call to,
so you don't want your house to be the,
I swear of the community when everyonehas brand new mulch and looks beautiful,
get a spring cleanup. Step six onthat is now they're saying, okay,
(15:01):
I definitely need to get this, butare they going to do a good job?
This is where you include acustomer testimonial about the spring cleanup seven,
have those anchors call nowschedule service or get an estimate.
That's a framework that we use as acompany because it works and it walks them
through this decision tree andit gets action on your emails.
And I've seen your emails. They'renot the most beautiful emails,
but they're the most effective.
(15:23):
Yes.
And that's all that matters. Yeah,we want results, not beauty. Exactly.
I mean, we're a digital marketing company.
We can make anything look beautifuland whatever. At the end of the day,
this is the thing I don't care aboutmaking it look beautiful. Clicks,
opens impressions. I want revenue andleads, and that's what it comes down to.
So if you have something that'sproducing that, then just do that.
Guys, I love talking about email.
(15:44):
I think we're going topause the conversation for a minute though to talk about
how jobber specifically canhelp our listeners send emails
to their clients. Phil, how can.
Jobber do that? A lot of peopleare asking, well, where do I go?
How do I do this? And the problemis trying to connect the dots with,
I have these emails overhere, this over there,
and the thing that I like about Jobberis that they have this campaign section
(16:05):
and you can go in there, create anemail, send it to your customers,
literally in probably 10 minutes.
So they make it super easyto just connect all the dots,
send an email out and then keep moving.
I used to use that one monkey one,and ever since we started using it,
it just click rates go up and it alsosays integration buttons that I can't get
enough of.
And one of the main reasons I lovejobber is that they actually listen to
(16:26):
feedback. So we've actually givenfeedback and said, Hey, can you add this?
And they actually have added it.Bingo. And so things like that.
I can't call up the monkey and tellhim like, Hey, this is what's up,
but Jobber actually listens to it.
I was a MailChimp junkie for a long timeand I canceled my subscription because
Jobber was that good. It's really,
really easy to send an emailto your clients in Jobber,
(16:47):
so if you aren't emailing yourclients on a regular basis,
you're losing money and you need toget jobber. Jobber makes it super,
super easy.
So go to jobber.com/podcast dealan exclusive discount and start
emailing your clients today.Steven,
I think there's a element to all thisthat you want to have value in the email
and not just a call to actionall the time every single day.
(17:09):
So what kind of things do you put in therethat is actually somewhat valuable to
the client?
Yeah, I think that's something alot of people don't think about.
It's just maintenance. So in the past,and actually kind of on a regular basis,
we'll pick one item in your house.Let's call it a water heater,
and we'll just say, Hey,
here are the four things that you needto do with your water heater per year,
and maybe we send that email out,
we'll just copy and paste and justrepeat that email a couple of times.
(17:31):
It could be something as simple,
did you know that you're supposed todrain your water heater once a year?
Do you know how to do it? Check outthis video back to cross section, right?
You kick 'em back over or you can atthat point, to your point, you add in,
schedule your call now and you say,we actually do that. This is the cost.
Go for it. When you start doing that,people don't just look at it and go,
oh my God, they just wantmy money. It's like, no,
(17:52):
they actually care and they'retaking care of my stuff.
And subconsciously they're thinking,I don't want to do all that!
Right?Yeah, exactly. I would say with value,
there's a part to educatingthe customer as well.
There's also just a part to sharingthings that's going on in your local
community that's good. Hey,
here's five things to doin this city in the spring.
It has nothing to do with anything asidefrom just something that's local and
(18:14):
makes sense.
And I think that this kind of hits atyou don't want to just be bashing them
over the head with offers andpromos every single month.
You want to really be a pillar of thecommunity and educating them on what's
going on in the community. Andyeah, we could help you or not,
but at the end of the day, hope weget some value out of this email.
Yeah. Steven,
you sent an email that got like $93,000of revenue or something like that.
Tell us.
About that. So in this email, I wantedreally two things to be done. One,
(18:38):
we needed cashflow, sowe needed to bring it in,
but I also wanted to communicatethat were real people.
You can send a picture of megoing like that all day long,
but it just looks like a caricature.
So what I did is I took a pictureof me standing in my kids' room.
I've got a backwardshat on total dad vibes.
I have a coffee cupwith Mickey Mouse on it,
and in the email it was something like,did you know that we're real people?
(19:01):
And then I just gave a real quickpitch, we would love to serve you.
We live in a house just likeyou live in a house, we use.
Pipes just like you guys.
Exactly. Just makingconnection we're real.
And I think it was a littlebit of a timing game as well.
It was right in the beginning of December,and for us, that's cash cow season,
they're all day long. We just sent itout and partially because of the timing,
(19:24):
we're already busy. Pipes getfrozen, things need to be dealt with,
but right at the bottomof that email I put, Hey,
we're having a water heater special,
and it was discounted off like$200 off the normal price.
Not only communicated that we're real,
we've communicated thatthere's a value there,
and then we also gavethem the actual price.
There's no need for them to getan estimate. It was a short deal.
(19:45):
Interesting.
We're kind of putting it out there.
This is the price regardlessof what it looks like.
Unless there's something crazy,we're going to take care of it.
And people just called andcalled and called and called.
I love that people are wondering if youcan answer that question before they ask
it.
And.
You're ahead of the game.
And of course there'sobviously a risk there.
We can get into something way out of line,
but that just is ourresponsibility to say, Hey,
(20:06):
this is a little outside of thenormal. This is what the price will be,
but it's still going to bediscounted off of our normal.
But that risk is what keeps us from doingthe thing that works 90% of the time.
Don't disregard everything else justbecause it won't work for some people.
I love when people are like, well, Ican't give you an estimate of the phone.
You might be unique, but give you anidea. I'm not going to hold you to it.
We all know it's a ballpark, so I lovethat you put the price at the bottom.
(20:28):
That's really great. Any other uniquethings about that? You had authenticity,
the price call to action at the bottom?
Call to action at the bottom.
What is your call to action? Reply tothis email, click this button, call now?
What it looks like is I'll saysomething like, if you're interested,
call this number or click on thebutton below to schedule now.
And I'll usually do it in a term ofschedule right into our calendar,
(20:50):
because we book online.
So the way that it dries for us is theyclick into our website and then they
click book online, and then anoption opens up where it says,
are you an existingcustomer or a new customer?
And then it takes 'emon their own path. And.
One of my favorite callto actions is reply. Yes.
Yeah, that's good.
And I make Yes capitalized.
And that way all they have todo is type three letters. Well,
(21:13):
they had to click reply andthen type YES send five steps,
and I use a button two, but I usuallywill put that somewhere in the email.
Just reply Yes. I'm like, yeah,yeah, I'm ready. I'm interested.
And then our CSR takes itfrom there and gets 'em in,
but I'm a fan of giving peoplemean them where they're at.
Some people like to click a buttonand some people like to reply.
Yeah,
I think that's actually something thatI've been playing with the idea of doing,
(21:37):
because I see a lot of businessleadership development,
these companies that want to help yougrow your business, pay me $99 a month,
and they do that. Theyactually will say, Hey,
reply yes to this email to get info.
And of course I've done it becauseI'm interested, right? Yeah, it works.
I'm the guy. It works. And thenyou get a phone call and stuff.
That's just lead acquisition atits finest. It's genius. Well.
93 Grand on one email is prettysweet. It was very helpful.
(22:00):
One thing you mentioned timing.Timing does matter. It does.
And we can't predicttiming. It's very important.
This is the same thing with yardsigns. People put a yard sign out,
somebody dries by it. I don't needgutter cleaning. Two weeks later,
it rains really hard. Theysee the same yard sign,
and last night their gutters wereoverflowing and now they're like,
I'm so glad the yard sign's stillthere. The timing's different.
(22:20):
Everything else is the same.
And sometimes you just got to hopethat you just have to send out a lot of
emails,
put out a lot of yards on to make surethat you're always there at the right
time.
Yeah, I think being availableis key, right? For us,
we already know that we're going to beslow between early June to middle of
July, so as we come up intothat, we increase emails,
we start offering a littlebit better deals. You don't.
(22:42):
Wait until July. You do it in May.
Well, even in somecases we do it in April.
Because.
We want to load in. I think usingyour timeframe, using your knowledge,
using your last year's history, walkthrough that, where are your slow seasons,
and then actually start marketing atthat point often. and then base your
schedule.
Off those slow.
Seasons. There's a part tosegmenting your database too,
because let's say you were to go backthrough and look at all your estimates
(23:04):
that didn't close, and then inthis slow period you said, Hey,
we have 10% off promo going on forthis estimate that we already gave you.
Now you're using your actual data tomake decisions and also email those
customers to then retarget them. Youalready know that they got an estimate,
and this is a whole part ofemail marketing and using your database to actually
(23:24):
help you grow your business. Yeah, that's.
Good. I think the last hack that Ihave on this is the email blast. Say,
you're slow.
The call to action or the incentive forthe client doesn't have to be a sale.
It can be we can cometomorrow. It could be price,
it could be a sale, but it could be, Hey,
we're giving away for every new jobthat we get in April, our slow month,
(23:47):
we're going to donate $10 to localcharity. It doesn't have to be a 10% sale.
It doesn't have to be a$500 off a hot water heater.
One of my buddies does Zoom estimates.He does an estimate on Zoom,
and so they'll walk around and look atyour pipes and look at your electoral,
and he will give you a prettygood price over the phone.
And so that can be anothercall to action. Hey,
you're too busy to meet with us at yourhouse. Great. Just schedule a zoom call.
(24:08):
There's more than one way to skin the cat.
I just wanted people to be thinkingcreatively on what that call to action can
be, because some people mightvalue convenience more than price.
In this particular scenario.
We've actually done that where at no cost,
we will just send an email out and say,we'll just be honest about it and say,
Hey, we're a little slow right now,
and we would love to give you the chanceto have us in your house to do a free
inspection. And it's upfront. It's likeI'm coming in to give you an estimate,
(24:32):
but people are, oh, cool, I'lltake that. It's free. I don't care.
Especially if they've already used us.
And the conversion will be,conversion rate will be less,
but you still get business. Bingo.
Yeah.
I'm going to boil it down to three thingsthat our listeners can do today right
now to get started, because that's whatwe promised at beginning of this show.
So number one is you needto email your old clients,
(24:53):
people who either have done work withyou before or people who got a quote and
never approve. You got to emailthem today, email them right now.
Number two is send that second email topeople who opened your email and if you
can call them,
but at least send that second email andreinforce that you'll get a lot more
business from that. Andnumber three, be data-driven.
(25:14):
Use a software like Jobber to lookat trends in your business and
pinpoint the slow months.October slow. Great. So in July,
start planning your campaign sothat you're not slow in July.
And you can even use acalendar like they'll say where each month is a different
message and a different email campaign.
And it doesn't matter if you'resending emails if no one opens them.
(25:35):
So make sure you use a tool like Omnis.
Send O-M-N-I-S-E-N d.com andthey do subject line testing.
I have no affiliation withthem. They just do a good job.
But you could also just chat to BT itand get some good subject lines as well.
But make sure you actuallytest the subject lines.
Don't just go with whatever you think.
Yes, great. Guys, this is great.You guys are crushing it, Steve,
and you're crushing and plumbingfeel. You're crushing and consulting.
Keep doing it. Keep rocking it out.How do people find out more about you,
(25:58):
Steven?
Yeah, yeah. Go to Job andsons plumbing.com. We're on YouTube, Facebook, TikTok,
Instagram at Job and Sons Plumbing.
I also own a coffee companycalled Plumbers Crack Coffee.
You can go find us at PlumbersCrack Coffee on Instagram. Facebook.
For me, flash Consulting,P-H-L-A-S-H consulting.com.
You can click Discuss Your Business.
We do free marketing audits wherewe go through your business,
(26:19):
give you the recipe, sell the cooking,
and hopefully help you grow your business.
Great. Well, thanks for being here.
I really appreciate it.And thank you for listening.
I hope that you heard something todaythat will help you send your first email,
because it's going to make youmoney. Go do it today. I'm your host,
Adam Sylvester. You can find meat adamsylvester.com. Remember,
your team and your clients andyour family deserve your very best,
(26:40):
so go give it to 'em.
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