Estimated read time: 5 minutes
Introduction
Of all the marketing channels available to a trade business, email is one of the most underused — and one of the most effective.
Not a fancy newsletter with graphics and columns. Just a short, friendly email sent to your customer list once a month. Something that reminds people you exist, tells them what you’re working on, and gives them an easy reason to get back in touch.
Done consistently, this simple habit can be worth thousands of pounds a year in repeat bookings and referrals.
Why Email Still Works for Trade Businesses
Text messages get read, but they feel transactional. Social media is seen by a fraction of your followers. But an email lands directly in someone’s inbox — and if it’s from a tradesperson they’ve used and liked, it gets opened.
Think about your own customer list. You might have 100, 200, or even 500 people who have used you over the years. Most of them were happy with your work. Most of them will need something again at some point — or know someone who does.
A monthly email that arrives with useful, relevant content keeps you in that mental shortlist. When a pipe bursts, when the garden needs sorting, when a friend asks if they know a good electrician — you’re the name that comes to mind.
What to Include in a Monthly Trade Email
Keep it short and keep it real. You don’t need to write an essay. Three or four short sections is plenty.
Here’s a simple structure that works:
1. A quick hello and seasonal hook One or two sentences about what’s happening this time of year that’s relevant to your trade.
“Spring is finally here — and if you’ve been putting off that garden project or exterior painting job, now’s the time to get it booked before the summer rush.”
2. A recent project or photo Mention a job you’ve recently finished (with the customer’s permission). A before and after, a brief description of what you did. This is social proof in email form.
“Last week we finished a full rear extension in Harpenden — took about six weeks and the family are absolutely delighted with the extra space. If you’re thinking about something similar, we’d love to chat.”
3. A useful tip One simple, genuinely helpful piece of advice related to your trade. Something homeowners can act on. This positions you as an expert, not just someone who wants their money.
“Quick reminder: if you haven’t had your boiler serviced this year, now’s a good time before the colder months hit. Regular servicing extends boiler life and keeps your warranty valid.”
4. A soft call to action A simple invitation to get in touch — no pressure, no hard sell.
“If you’ve got anything coming up or just want some advice, just reply to this email or give me a call on [number]. Always happy to help.”
An Example Monthly Email Template
Subject: Spring jobs, a recent project, and a quick tip from [Business Name]
>
Hi [First Name],
>
Hope you’re well. Spring’s arrived and we’re already busy with a great mix of jobs — from roof repairs to full landscaping projects.
>
Recent project: We just finished a stunning patio and garden makeover in [Town] — I’ll pop a photo below. The customer had been thinking about it for a couple of years and we’re so glad they finally took the plunge. If you’d like to see more of our recent work, have a look at our Google profile [link].
>
Quick tip: Spring is the best time to check your gutters and downpipes after the winter. Blockages now can cause real problems when the summer rain arrives. A quick clear costs very little and avoids expensive damage later.
>
If you’ve got anything coming up — big or small — feel free to reply here or call me on [number]. And if you know anyone who needs [your trade], a recommendation always means the world to us.
>
Best wishes,
[Your Name]
[Business Name] | [Phone] | [Website]
Tools to Send It
You don’t need anything fancy. A few options that work well for trade businesses:
- Mailchimp — free up to 500 contacts, simple to use, looks professional
- MailerLite — a good free alternative with slightly simpler design tools
- Your phone — if your list is small (under 30 people), a personal text or email from your inbox is actually more effective than a broadcast tool
The most important thing is consistency. One email a month, every month, is infinitely more valuable than a brilliant email once a year.
The Compound Effect of Staying in Touch
After six months of monthly emails, your past customers will think of you as their tradesperson — not just someone they used once. After a year, you’ll have a warm audience that refers you regularly, books repeat work without being chased, and trusts your name implicitly.
That’s not built overnight. But it’s built simply, cheaply, and consistently — with one short email a month.
Want Automated Email Campaigns Set Up for Your Business?
The Brightr Growth Engine can automate your past-customer communications — including seasonal emails, follow-ups, and review requests — so it all happens without you having to remember to do it.
👉 Book a free Marketing Flight Check to see how we do it for trade businesses across the UK.
Published by Brightr | wearebrightr.com | Business Class Websites™ and Growth Engines for the Trades