We Sent 6.1M Emails – This Framework Made the Most Money

Email marketing can be a game-changer for home service businesses when done right. Last year, my company sent out 6.1 million emails for our clients, averaging a 36% open rate and a 2.3% click-through rate. One HVAC contractor, with 6,632 people on their email list, saw an additional $263,000 in revenue just by implementing this seven-part email framework. In this blog post, I’ll walk you through exactly how they did it so you can replicate their success.

---

Step 1: Develop a Monthly Content Calendar

Many businesses don’t know what to send their clients. The easiest way to fix this is by creating a simple content calendar. List out all 12 months and match them with relevant problems, services, or products. For an HVAC company, this might look like:

• January: Humidifiers, furnace repairs, ductless systems
• April: Spring inspections, indoor air quality
• July: AC repairs, new installations
• October: Fall inspections, preparing for winter

With a content game plan in place, you can now create strategic, high-converting emails.

Step 2: Craft an Engaging Subject Line

Your email’s subject line determines whether people open it or not. The industry average open rate is around 20%, but we consistently achieve 36% using this five-step checklist:

1. Keep it between 21-40 characters (concise and impactful).
2. Use 4-6 words for clarity.
3. Incorporate power words like “Now,” “Schedule,” “Try,” and “Available.”
4. Avoid excessive capitalization—capitalize only the first word.
5. Use numbers (e.g., “Get $200 Off Your Spring Inspection”).

We also use Omnisend, a free tool that scores and optimizes subject lines.

Step 3: Include Two Clear Call-to-Action Buttons

Right below your company logo, add two buttons:

• Call Now
• Get an Estimate/Request Service

This makes it easy for customers who are ready to act immediately. You can also track these clicks using a dedicated phone number and UTM tracking links.

Step 4: Provide Valuable, Concise Content

Many business owners make the mistake of writing long-winded emails. Instead, keep it short—100-249 words is ideal for the highest click-through rates. Your content should:

• Address the topic from your content calendar.
• Link to an engaging blog post, video, or service page.
• Include an image with a call-to-action like “Learn More” or “Click Here.”

Step 5: Answer a Common Customer Question

Think about the most common question people ask about your service and answer it in the email. Examples:

• Furnace inspections: “How often should I get one?”
• Ductless systems: “How much do they cost to install?”

Providing valuable information positions you as the expert and builds trust.

Step 6: Showcase Social Proof with Customer Reviews

Customers want to know if your service works. Include a real customer review in your email with the following format:

• Headline: “Here’s What Our Customers Are Saying About [Service]”
• Customer review
• First name + last initial
• ⭐⭐⭐⭐⭐ rating

This reassures hesitant buyers and increases conversions.

Step 7: Repeat Your Call-to-Action

At the bottom of your email, add another Call Now and Get an Estimate button. This keeps the action top-of-mind and increases the chance of a conversion.

Bonus Tip: Turn Emails Into Warm Leads

Most businesses overlook a hidden goldmine—the people who open but don’t click. After sending your email:

1. Go into your email platform (MailChimp, your CRM, etc.) and extract the list of people who opened the email.
2. Call those people using this non-creepy script:

“Hey [First Name], not sure if you saw, but we’re offering $200 off [Service]. I wanted to see if you’d like to get scheduled.”

This proactive approach turns email engagement into direct revenue.

The Results: $263,000 in Additional Revenue

This email strategy helped one HVAC company generate $263,000 in additional revenue. Across multiple clients, we’ve used this same framework to generate over $800,000 in revenue.

If you’re not leveraging email marketing like this, you’re leaving money on the table. Want more strategies like this? Stay tuned for our next post on how we helped another home service business add $800,000 in revenue through other marketing initiatives.