Email Marketing for NZ Tradies: Turn Past Customers into Repeat Business

The problem: Most tradies do a great job, get paid, and never hear from that customer again.

The opportunity: Your past customers are your easiest source of new work. They already trust you.

Email marketing is the cheapest, most effective way to stay in touch and get repeat business.

Why Email Marketing Works for Tradies

Reality check:

• Getting a new customer costs 5x more than keeping an existing one
• Past customers already know your work quality
• They'll need your services again (or know someone who does)

Step 1: Build Your Email List

Start collecting emails from every customer:

During the Job

When you provide a quote: "I'll email you the quote. What's the best email address?"

When you finish the job: "I'll send you the invoice by email. Mind if I also send you some tips for maintaining your [windows/plumbing/electrical] in the future?"

From Your Website & Forms

Use Paymate's customer capture forms:

• Add email field to all quote request forms
• Create a QR code that collects contact details
• Place it on your van, business cards, invoices

Step 2: What to Send (Without Being Annoying)

Send 1 email per month. No more, no less.

Email Type 1: Seasonal Reminders

Remind customers when they need your services:

Example (Plumber):

Subject: Winter's Coming - Is Your Hot Water Cylinder Ready?

Hi [Name],

Remember last winter when everyone's hot water cylinder decided to fail at the worst time?

With winter approaching, now's the perfect time for a quick check.

I'm offering free hot water cylinder inspections this month for past customers.

Takes 15 minutes. Could save you from a cold shower emergency.

Keen? Just reply to this email or call 021 XXX XXX.

Cheers, [Your Name] [Business Name]

Why this works:

• Provides value (prevents emergencies)
• Timely and relevant
• Easy call-to-action

Email Type 2: Maintenance Tips

Position yourself as the helpful expert:

Example (Electrician):

Subject: 3 Signs Your House Wiring Needs Checking

Hi [Name],

Hope you're well! Quick safety tip for you:

Most Kiwi homes built before 2000 should have their wiring checked every 10 years.

Here are 3 warning signs:

1. Lights flickering when you use appliances
2. Circuit breaker trips regularly
3. Outlets feel warm to touch

Stay safe, [Your Name]

Why this works:

• Educational, not salesy
• Addresses real safety concerns
• Positions you as the expert

Email Type 3: Special Offers for Past Customers

Reward loyalty:

Example (Window Installer):

Subject: Thanks for being a great customer - 15% off your next job

Hi [Name],

You were one of my first customers when I started [Business Name] three years ago.

As a thank you, I'd like to offer you 15% off your next window repair or installation.

Many of my past customers have used this for:

• Replacing that one broken seal they've been meaning to fix
• Upgrading bedroom windows to double-glazing
• Installing windows in new deck enclosures

Cheers, [Your Name]

Step 3: Easy Ways to Send Emails

Option 1: Manual Emails (Start Here)

If you have under 50 customers:

Use your regular Gmail/Outlook:

1. Create a contact group called "Past Customers"
2. Add each customer after you finish a job
3. BCC everyone once a month with helpful tips

Option 2: Free Email Marketing Tools

For 50-500 customers:

Mailchimp Free Plan:

• 500 contacts free
• Professional templates
• Tracks who opens your emails
• Unsubscribe link included (legal requirement)

1. Sign up for Mailchimp (free)
2. Import your customer list
3. Use their templates
4. Schedule monthly emails

Option 3: Automated Email Sequences

For serious growth:

Set it and forget it:

1. Customer gets quote → Auto-email: "Thanks for your quote request"
2. Job completed → Auto-email: "How did we do? Leave a review"
3. 6 months later → Auto-email: "Time for a check-up?"

• Mailchimp (paid plans)
• ActiveCampaign
• Paymate (coming soon with automated customer follow-ups)

Email Templates You Can Copy

Template 1: The Seasonal Check-In

Subject: [Season] Maintenance Reminder for Your [Service Area]

Hi [Name],

Quick reminder: [Season] is the best time to [action related to your trade].

I'm booking appointments for [this month]. Got a spot available [specific dates].

Takes about [time]. Costs around $[price range].

Interested? Just reply "yes" and I'll lock you in.

[Your Name] [Phone Number]

Template 2: The Referral Request

Subject: Know anyone who needs a [tradie type]?

Hi [Name],

Hope you're happy with the [work I did] at your place.

If you know anyone who needs [your service], I'd appreciate the referral.

As a thank you, I'll give you both 10% off your next jobs.

Cheers, [Your Name]

Template 3: The Reactivation Email

For customers you haven't heard from in 1+ year:

Subject: Still in business and thinking of you

Hi [Name],

It's been a while since I did [work] at your place.

Just checking in - everything still working well?

If you need any [your service], or know someone who does, I'm here.

No pressure, just staying in touch.

Cheers, [Your Name]

Legal Requirements (Don't Skip This)

In New Zealand, you MUST:

1. Include an unsubscribe link in every email

1. Only email people who gave you permission

1. Include your business details

Anti-Spam Act 2003 penalties: Up to $200,000 for businesses.

Common Mistakes to Avoid

Mistake 1: Sending Too Often

Wrong: Weekly emails Right: Monthly emails

Why: Tradies aren't buying services weekly. Monthly keeps you top-of-mind without annoying.

Mistake 2: Only Sending Sales Pitches

Wrong: "Book now for 20% off!" Right: 80% helpful tips, 20% offers

Why: Build trust first, sell second.

Mistake 3: Never Sending Emails

Wrong: "I collected 200 emails but never sent anything" Right: Send something simple once per month

Why: An imperfect email sent is better than a perfect email never sent.

Month-by-Month Email Calendar

Copy this plan:

January: "New Year, New Home Maintenance Checklist" February: "Get Ready for Autumn - Maintenance Tips" March: "Autumn Maintenance Reminder" April: "Winter Prep - Don't Get Caught Out" May: "Winter Maintenance Special Offer" June: "Mid-Winter Check: Is Everything Working?" July: "Referral Request - Help Your Mates Out" August: "Spring Cleaning Prep Tips" September: "Spring Maintenance Checklist" October: "Summer Prep - Get Ready for the Heat" November: "End of Year Special - Thank You Offer" December: "Holiday Hours + Quick Safety Tips"

Copy, customize, repeat every year.

Real Tradie Success Story

Mike's Plumbing (Wellington):

Before email marketing:

• 90% new customers from Google
• Inconsistent work flow
• Competing on price

• Month 1: Sent "Winter Hot Water Cylinder Check" → 12 bookings
• Month 3: Sent maintenance tips → 3 referrals
• Month 6: 30% of work now from repeat customers

1. Collects emails on every job
2. Sends 1 email per month using Mailchimp free plan
3. Takes 20 minutes per month
4. Gets $3,000-5,000 in repeat work monthly

Action Steps (Start This Week)

Week 1: Build Your List

• [ ] Create a spreadsheet with customer emails
• [ ] Add a note: "Where did I work for them?" and "When?"

• [ ] If under 50 customers → Use Gmail BCC
• [ ] If 50+ customers → Sign up for Mailchimp (free)

• [ ] Use Template 1 above
• [ ] Customize with your trade
• [ ] Keep it under 150 words

• [ ] Send your first email
• [ ] Put a monthly reminder in your calendar: "Send customer email"

The Long-Term Payoff

Email marketing is a slow build, but:

Year 1:

• Build list of 100-200 customers
• Get 5-10% response rate per email
• 10-20 extra jobs per year

• List grows to 300-400 customers
• People start replying to every email
• 30-50 repeat jobs per year

• List at 500+ customers
• Referrals come automatically
• 50% of your work from repeat/referral customers
• Charge more (you're not competing anymore)

• 500 customers × $500 average job × 10% repeat rate per year = $25,000 in repeat business
• Time cost: 20 minutes per month = 4 hours per year
• ROI: $6,250 per hour

Conclusion: Your Marketing Moat

Every tradie can copy your Facebook ads or Google ads.

Your email list? They can't touch it.

It's your direct line to customers who already trust you.

Start collecting emails this week. Send one email next month.

In one year, you'll have a list of raving fans who call you first.

Need a simple way to collect customer emails automatically? Paymate's customer capture forms do exactly that.

Try Paymate Free →

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