To The Point - Home Services Podcast

Episode: TTP Micro Episode: Low Cost, High ROI, Immediate Leads You've Been Sleeping On
Release Date: July 31, 2025
Host: RYNO Strategic Solutions
Guest: Chad Peterman & Zach Garside (Prolific Brand Design)

Introduction

In this micro-episode of To The Point, host Chris from RYNO Strategic Solutions delves into the often-overlooked yet highly effective strategy of email marketing for home service businesses. Joined by Chad Peterman and Zach Garside from Prolific Brand Design, the discussion centers on unlocking immediate leads through low-cost, high-ROI email campaigns tailored for industries like HVAC, plumbing, electrical, and roofing.

Guest Background and Expertise

Chad Peterman shares his journey into email marketing, highlighting his tenure at Power Selling Pros and his pivotal internship at DigitalMarketer.com. Influenced by Ben Griffin's mastery of email as a seamless lead generator, Chad transitioned to developing his own email marketing strategies, which proved instrumental during the pandemic when traditional lead sources dwindled. Together with Zach Garside, who brings extensive experience from his time at Power Selling Pros, they founded Prolific Brand Design to revolutionize email marketing for service-based businesses.

The Power of Email Marketing in Home Services

Chris emphasizes that email marketing remains a resilient and effective channel, contrary to the belief that it's obsolete. Chad concurs, stating, "Email is the cockroach of marketing. It will not die." (53:17). The trio discusses how email allows businesses to maintain top-of-mind awareness, build relationships, and generate consistent leads at a fraction of the cost of paid advertising.

Common Pitfalls and Solutions

One of the primary challenges contractors face with email marketing is low open rates, often between 10-20%, primarily because emails land in spam or promotions folders. Chad explains, "Most businesses send emails from generic platforms like Mailchimp, which can harm deliverability because they share IP reputations with countless other senders" (16:50).

Solutions Offered:

1. Domain Authentication: Ensuring emails are sent from the business's own domain rather than generic platforms to improve credibility and deliverability.
2. Inbox Warm-Up: Gradually increasing email volume over 4-5 weeks to establish a positive sender reputation.
3. Segmentation: Targeting specific subsets of the email list (e.g., customers who received estimates 6-12 months ago) to achieve higher open rates (30-50%) and conversion rates (1-2%).

Crafting Effective Email Campaigns

Chad and Zach emphasize the importance of personalized and relevant content. Key strategies include:

• Compelling Subject Lines: Using timely and relatable topics such as "This week's forecast" to entice recipients to open emails (27:04).

  "One of the best performing subject lines for a heating and cooling company... is 'This week's forecast'." (27:04)

• Clear Call-to-Action (CTA): Encouraging recipients to reply directly to the email instead of directing them to external links or platforms.

  "The call to action I have found actually works the best is reply to this email." (14:45)

• Minimal Graphics: Maintaining a plain-text approach to avoid triggering spam filters, while still incorporating subtle branding elements like a logo.

  "The more colors, graphics and designs you have in an email, the more ruthlessly Gmail will analyze and try to make sure you're not sending pornography or something horrible in your emails." (42:22)

• Storytelling: Sharing real anecdotes and experiences to create a connection with the audience, making the emails feel like they come from a trusted friend.

Measuring Success: Open Rates and Conversion Rates

Chad outlines the benchmarks for successful email campaigns:

• Open Rates: Aim for 30-50%. If below 30%, investigate potential spam issues.

  "Whether you have 2,000, 20,000 or 200,000 people on your list, you should aim for a 30 to 50% open rate all the time." (28:20)

• Conversion Rates: Target a 1-2% response rate, translating to actual business leads and sales.

  "On conversion rates, as a general rule, I think you should hope slash expect a 1 to 2% response rate on your email marketing on any given month." (28:20)

Chad emphasizes the importance of these metrics in assessing the effectiveness of email campaigns and ensuring a strong return on investment (ROI).

Return on Investment (ROI) of Email Marketing

Chad breaks down ROI into three categories:

1. Monetary ROI: With an example of an average ticket of $800 and a $200 monthly platform cost, even one job from the email campaign covers the costs. Scaling to 100 jobs can yield $80,000 in revenue.

   "If your average ticket is $800... you only need one job, literally one job to pay your cost of email marketing... 100 jobs at $800 average ticket... $80,000." (31:08)

2. Brand ROI: Consistent presence in the inbox builds brand awareness and trust, ensuring that when customers need services, your business is top of mind.

3. Messaging Clarity ROI: Email marketing helps refine and clarify your messaging, allowing for repurposing content across various platforms based on immediate feedback.

Technical Setup and Best Practices

Setting up an effective email marketing campaign involves:

• Domain Authentication: Implementing DNS records to prove ownership and improve deliverability.

  "We install DNS records... that is what we do to prove that you own your domain." (39:11)

• Inbox Warm-Up: Slowly increasing email volume to avoid triggering spam filters.

  "It was five weeks to do your list, which was bigger than the average contractors for sure." (40:15)

• Avoiding Overcomplicated Templates: Using simple, plain-text emails with minimal graphics to ensure high deliverability and readability.

Practical Tactics and Examples

The guests share actionable tactics that contractors can implement immediately:

• Localized and Timely Content: Tailoring emails based on local weather events or seasonal needs to increase relevance and urgency.

  "One of the best performing subject lines for a heating and cooling company... is 'This week's forecast'." (27:04)

• Personalized Stories: Sharing real customer stories or on-site experiences to create authenticity and engage the reader.

  "This happened, which made me realize... we're running a $59 AC tune-up special." (46:02)

• Interactive CTAs: Encouraging direct replies rather than clicks to foster a more personal connection and immediate response.

  "Just reply with the word 'tune up' to claim a spot on our calendar." (14:25)

Special Offers and Closing Remarks

Towards the end of the episode, Chad and Chris offer exclusive deals for listeners to implement Prolific’s email marketing services:

• Onboarding Fee Discount: 50% off the usual $1,500 onboarding fee.
• Monthly Management Services: Starting at $1,500 per month to manage and optimize email campaigns.

Chad concludes with a compelling statement on the indispensability of email marketing:

"If nothing else, I can't imagine why you would not want to have a way to send your customers an email or a text message anytime you want and know it's going to land in the inbox." (51:04)

Notable Quotes with Timestamps

• Chad Peterman:

  • "Email is the cockroach of marketing. It will not die." (53:17)
  • "Whether you have 2,000, 20,000 or 200,000 people on your list, you should aim for a 30 to 50% open rate all the time." (28:20)
  • "The first thing we do with any of our clients is get out of the spam folder because it doesn't matter how good the messaging is or how good the offer is if no one sees it." (16:50)

• Chris (Host):

  • "It's such an easy, simple thing to make sure you're doing right." (36:10)
  • "Email is definitely not dead." (54:05)

• Zach Garside:

  • "I would use it." (Referring to ChatGPT sending emails) (34:38)

Conclusion and Recommendations

This episode underscores the critical role of email marketing in driving leads and sustaining business growth for home service companies. By addressing common challenges and providing actionable solutions, Chad and Zach demonstrate how strategic email campaigns can offer substantial returns with minimal investment. Listeners are encouraged to leverage Prolific Brand Design's expertise to enhance their own email marketing efforts and unlock new avenues for customer engagement and revenue generation.

For those interested in implementing these strategies, contact Zach Garside at prolificbranddesign.com or visit their website for more information and to take advantage of the special offers mentioned.

Remember: Effective email marketing isn't just about sending messages—it's about crafting meaningful connections that convert into loyal customers. Don't let the simplicity of email be underestimated; harness its power to elevate your home services business today.