Email gets ignored because it feels like a lot of work and the results are hard to see. Both are fixable. Keep the programme small, make the sends useful, and measure replies and bookings rather than open rates.
The two-email rhythm
- Email one, mid-month: something useful. A seasonal maintenance tip, a what-to-expect guide, a short answer to the question your front desk hears most.
- Email two, end of month: one clear offer. One service, one reason to act now, one button.
List hygiene
Remove anyone who has not opened in a year, confirm you have permission for everyone else, and set up a welcome email that goes out automatically after a first job. That single automated email usually outperforms every campaign you send by hand.
What to measure
Replies, bookings and calls in the 72 hours after a send. Opens are unreliable now and clicks are only a proxy. If a send produced two jobs, it paid for the year.