Let’s be honest… if you run an HVAC business, you probably didn’t get into this line of work to spend your days writing marketing emails.
Same goes if you’re a plumber, an electrician, a garage door pro—or even if you own a massage clinic or hair salon.
You’re in business to help people: to fix things, to make life more comfortable, to make your customers happy. Not to sit at a desk crafting the “perfect subject line.”
But here’s the thing: email still works—really well—if you do it right.
It’s one of the easiest, lowest-cost ways to stay in front of your customers, drive repeat business, and keep those phones and booking systems busy.
The trick? Knowing how to do it the right way (without annoying your list).
And you don’t need to be a marketer to pull this off. You just need a few simple rules most businesses completely miss.
Rule #1: WHY Are You Sending This Email?
Before you hit “create email,” stop and ask yourself:
👉 “Why would my customer care about this?”
👉 “What’s in it for them?”
That’s your starting point.
If the answer is “Well… just keeping in touch” or “to remind them we exist,” then stop. Don’t send it.
Because the truth is—your customers are busy. They don’t need more “FYI” emails clogging their inbox. They need something worth their attention.
And that starts with an offer—something that makes their life easier, saves them money, or gives them a reason to act.
What’s an offer?
Something your customer can DO—right now.
Something that says: “Here’s why I’m in your inbox today—and here’s how you can take advantage.”
Examples:
HVAC:
🔥 “$89 AC Tune-Up—Book Now Before Summer Hits!”
Plumber:
🚿 “$25 Off Water Heater Flush—This Month Only!”
Electrician:
💡 “Free Home Electrical Safety Check With Any Service Call!”
Massage Clinic:
💆♀️ “Book a 60 Min Massage & Get 15 Min FREE—June Special!”
Salon:
💇♀️ “20% Off Summer Highlights—Book Before July 1!”
Pro tip: That offer should be the FIRST thing people see—right up top.
If your email opens with 3 paragraphs of “We wanted to share some helpful tips today…” you’ve lost them already. Most folks won’t even scroll to see the offer tucked at the bottom.
How Often Should You Email?
Here’s another place businesses often trip up: how often should you be sending these emails?
Some marketing “experts” will tell you to email every week. Others say at least every 2 weeks to stay top of mind.
Here’s the truth: for most service businesses—HVAC, plumbing, electrical, garage doors, salons, massage clinics—that’s too much.
If you start hitting people’s inboxes every couple weeks, you’ll burn out your list fast. People will stop opening—or worse, unsubscribe.
The sweet spot?
👉 One GOOD email per month.
That’s it. One solid, well-thought-out email each month will perform way better than four rushed ones.
And if something urgent or exciting comes up—say, a flash sale during a heatwave, or last-minute salon appointments—then sure, go ahead and send an extra email that month. Just make sure it’s truly worth it.
What Else Should You Include?
Okay, so you’ve got an offer—check!
You’ve put it at the top—check!
Now… what else?
You also want to make your emails interesting—something people look forward to opening, not just another sales pitch.
That means adding in a little something useful or fun.
Here are a few easy ideas to spice things up:
🎓 Tips or How-To’s
HVAC:
“5 Signs Your AC Needs a Tune-Up (Before It Breaks)”
Plumber:
“How to Spot a Leaky Pipe Before It Gets Worse”
Electrician:
“Simple Ways to Lower Your Power Bill This Summer”
Salon:
“How to Keep Your Hair Color Bright Between Appointments”
Massage Clinic:
“5 Stretches to Relieve Neck Tension at Home”
📋 Seasonal Checklists
HVAC:
“Your Quick Summer AC Checklist”
Garage Door:
“Is It Time for a New Garage Door Opener? Here’s How to Tell”
Salon:
“Summer Hair Care Checklist”
🖍️ Coloring Sheets (great for in-home service companies)
HVAC/Plumbing/Electrical:
“Download our fun Summer Coloring Page for the Kids—great while we’re working!”
🎁 Contests & Giveaways
“Enter to win a free AC Tune-Up—no purchase necessary!”
“Refer a friend and get a chance to win a spa gift basket!”
🍳 Team Recipes or Fun Office News
“Mike’s Famous Chili Recipe (He Just Won Our Office Cook-Off!)”
“Behind the Scenes: What’s New At Our Salon This Month”
When Should You Send It?
Believe it or not, timing matters. The day you hit “send” can make a big difference in open rates and clicks.
Best days to send:
✅ Tuesday
✅ Wednesday
✅ Thursday
Why? Mid-week, people are back in “work mode” and more likely to check email calmly (instead of skimming through on their phone while at brunch).
Days to avoid:
❌ Friday (everyone’s thinking about the weekend)
❌ Saturday & Sunday (unless your business is open and ready to take calls/bookings)
❌ Monday (inboxes are overflowing from the weekend)
What Does a Good Email Look Like?
Let’s put it all together! Here’s a simple format you can copy:
Subject:
🔥 $89 AC Tune-Up + Summer Home Checklist!
Header:
$89 AC Tune-Up—Book Now!
Keep your home cool. Limited spots—offer ends June 30!
[ Book Now ]
Body:
Hey there!
Summer is heating up— is your AC ready?
We’re offering $89 AC Tune-Ups this month only—don’t miss out! These fill up fast every year, so click to book today.
While you’re here, grab our quick Summer Home Checklist:
✅ Change air filters
✅ Clear debris from outdoor unit
✅ Test system
✅ Use fans to save energy
✅ And more!
Bonus: Got kids at home? Download our “Stay Cool This Summer” coloring sheet—fun while we work!
[ Download Coloring Page ]
See you soon,
– The ABC Heating & Cooling Team
Final Thoughts
See? You don’t need a fancy marketing team or a complicated plan.
Just remember:
✅ Start with WHY—why would the customer care?
✅ Always lead with an offer
✅ Add a little extra value or fun
✅ Time it right
✅ Stick to once a month
Simple, right?
And when you follow this formula, you’ll keep your customers engaged, boost repeat bookings, and grow your business—without annoying your list.
Go forth and email! 🚀
