The Ultimate Guide to Email Marketing for Lawn Care Businesses

Published on July 7, 2022

When done right, email marketing for lawn care businesses serves as one of the most engaging, cost-effective, and fastest ways to get quick lead conversions.

In addition, many clients are more likely to return emails over phone calls due to convenience.

However, there are countless emails rapidly filling up your clients’ inboxes. In turn, you’ll have to discover how to capture their attention.

In this article, you’ll discover the key factors in creating the most effective emails:

  • Purpose
  • Audience
  • Content
  • Develiverability method

Fortunately, you don’t have to be a marketing expert to begin leveraging the power of email marketing for lawn care businesses.

When you know the right steps, email marketing is one of the easiest, most lucrative ways to market your business.

By the end of this article, you’ll be able to use email marketing for lawn care businesses to start increasing conversions now!

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Unlock Success By Email Marketing for Lawn Care Businesses

Did you know, for every $1 spent on email marketing, there’s an average return of $36?

In addition, consumers purchasing through emails spend approximately 138% more than those who don’t receive email offers.

Plus, 80% of professionals state email marketing as their biggest driving factor of success in customer retention efforts.

In fact, the next closest channel to email marketing is social media – in which, only 44% identified it as a driving factor of customer retention success. 

When you take advantage of email marketing for lawn care businesses, you can:

  • Attract new clients
  • Retain existing clients
  • Win back former clients
  • Upsell services to existing clients
  • Communicate job status with clients

In addition, the low cost of email marketing makes it one of the most lucrative marketing tools at your disposal.

This is because emails provide a non-intrusive way to ask for a conversion.

The Process for Sending Emails

Since emails don’t require elaborate designs, it’s a fairly seamless process to email leads. After all, you can build up to creating more eye-catching email designs with time.

In other words, focus on your message, and explore email design later as your skills improve.

Who to Target

First, determine who you’re writing the emails to by identifying your target audience.

For example, you could identify an audience like:

  • New leads
  • Former clients
  • Current clients

How to Send

If you have a small client list, you can individually send the emails manually. However, even with a small client list, this takes substantial time.

In addition, manually sending emails prevents you from funneling them into an effective automated campaign with action triggers.

Ideally, you’ll bulk send emails to set market segments from your list. Fortunately, you can easily do this using Service Autopilot.

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When to Send

Here are a few ideal times to launch an email campaign:

  • Before spring approaches
  • The start of the spring season
  • At the new beginnings of warmer weather

Create Raving Fans With Engaging Content

Remember, you have to give something in order to get something in return, which is what makes email marketing so effective.

Additionally, providing great content for leads and clients:

  • Solidifies your business’ status as the leading authority in lawn care
  • Convinces leads you want to HELP them (and not just SELL to them)

For example, take a look at a few great, engaging content ideas:

  • Videos explaining how to maintain their lawn in between services:
    • Best times of day to water their lawn
    • How often to water their lawn
    • When to avoid watering
  • Blogs about:
    • Summer readiness checklist
    • Top ways to prevent sun damage grass
    • Best ways to stay cool during the summer
    • How to choose the best lawn care business
    • Precautions to take during the summer heat
    • The best types of grass for your area and why
    • How to get grass to thrive during a hot drought
    • How to keep your lawn green through the summer

Write the Perfect Email Series for New Clients

Prior to sending a sales offer, it’s important to warm up your audience with the amazing content you’ve created.

For this reason, it’s important to highlight more content than sales in your email campaign.

Here’s an example of an email cadence for a pre-season sale:

  1. Content
    • I.e. video on the best way to pull out weeds
  2. Content
    • I.e. video on how your liability insurance protects them if an crew member gets injured on their property
  3. Content
    • I.e. blog on prepping their lawn for the scorching summer heat
  4. Sales Offer
    • I.e. new client, early bird package discount
  5. Sales Offer
    • I.e. reiterate the offer from email #4 with a LIMITED TIME, X DAYS LEFT to get in on the early bird special

Write an Emails Series for Former Clients

Alternatively, you can send a more condensed email series to former clients who haven’t yet renewed their package.

  1. Content
    • I.e. blog with a checklist on preparing their lawn for the summer
  2. Sales Offer
    • I.e. early bird package discount
  3. Sales Offer
    • I.e. reiterate the offer from email #2 with a LIMITED TIME X DAYS LEFT to get in on the early bird special

Generate HUGE Results With the Perfect Offer

Think about your most popular services and packages that make your lawn care business the most money.

For instance, depending on the services you offer, you could promote these services in your emails:

  • Bagging
  • Scalping
  • Aeration
  • Fertilization
  • Pest control
  • Weed control
  • Leaf cleanup
  • Blowing debris
  • Irrigation repair
  • Yard treatment
  • Grass installation
  • Mowing and edging
  • Garden bed cleanup
  • Shrub and tree trimming

Then, you can create a simple CTA (e.g. Call-to-Action), such as, “CALL NOW TO GET A FREE ESTIMATE!”

Remember, it’s important to provide a phone number or CTA button leading to a contact form on your website.

Also, you can offer early bird discounts on annual contracts or packages to amplify the effect of your email campaign success.

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Create an Automated Email Campaign With the Best Lawn Care Software

Manually launching more than one email campaign of this magnitude would be virtually impossible to maintain.

Even then, manually launching one email campaign of this magnitude would be time consuming and stressful to manage.

Although, you have the power to FULLY AUTOMATE your email campaigns using the best lawn care software.

Service Autopilot allows you to use automations to run entire email campaigns on autopilot.

It’s as simple as uploading your emails, adjusting campaign frequency settings, and it’ll run until you tell it to stop!

In addition, with Service Autopilot’s email integration, you can connect your Gmail and Outlook accounts for an even more seamless integration.

  • Ticket Lists make emails instantly searchable
  • Tickets automatically generate for easier tracking
  • Assign emails to employees so they never get lost
  • Get faster leads by accessing emails within your account
  • Automatically stored emails allow for zero double data entry

Automations is the  #1 way to follow up  with clients. If you’re not using it, your business might still be successful - but it won’t grow. 

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In Service Autopilot, our automations send emails and texts to:​

Every lead after an estimate is completed
Clients after their property has been serviced​
Remind leads and clients to send you customer feedback​
Update outdated or declined payment information​
Inform them when a service can’t be completed due to unforeseen circumstances (i.e. weather)​
Remind them of maintenance tips (i.e. putting a cover on the outdoor faucet before the winter)​
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Unleash Amazing Success With Email Marketing for Lawn Care Businesses

Email marketing can seem overwhelming at first. Although, this article has simplified the process by providing you with actionable steps you can take now.

At last, you can use email marketing to automatically accomplish everyday goals, such as:

  • Win new clients
  • Upsell existing clients
  • Win back former clients
  • Keep existing clients happy
  • Develop an open stream of communication with your target audience

By leveraging these key steps, you can unleash amazing success with email marketing for lawn care businesses today!


Related: Lawn Care Marketing: The Best 11.5 Ideas


Originally published July 7, 2022 7:00 AM

Alyssa Sanders

Alyssa is a Content Marketing Specialist II at Service Autopilot. Her bookworming began after she discovered the Harry Potter series. Her love of books evolved into writing and creating content. When she's not writing, you can find her watching a new sci-fi series or shoving her nose into a book.
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