Win-back Sequence for Plumbers Email Guide
Why Win-back Sequence Emails Fail for Plumbers (And How to Fix Them)
A past client calls, but it's not for you. It's for a competitor.
Many plumbers find that a significant portion of their business comes from repeat clients. However, staying top-of-mind isn't always easy when time passes and new needs arise.
That's where a win-back sequence shines. It's not about desperate pleas, but strategic reminders of the value you once provided and the new solutions you offer.
It rekindles relationships, turning dormant accounts into active jobs that boost your bottom line. These templates are designed to re-engage your past clients effectively, bringing them back to your services.
The Complete 4-Email Win-back Sequence for Plumbers
As a plumber, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Remember
Remind them of the value they received
Hi [First Name],
It's been a little while since we last helped you out with your plumbing needs. We hope everything has been running smoothly since then.
We were just thinking about how we helped you resolve that [SPECIFIC PAST PLUMBING ISSUE, e.g., leaky faucet, clogged drain, water heater repair]. It was a straightforward fix, but we know how much disruption those issues can cause.
Our goal then, as it is now, was to provide you with reliable, lasting solutions and complete peace of mind. We pride ourselves on the quality of our work and ensuring your home or business operates without a hitch.
If any new plumbing concerns have popped up, or if you're just thinking ahead, we're here to help, just as before.
Best, [YOUR NAME]
This email uses the power of nostalgia and positive recall. By reminding the client of a specific, positive past experience, it triggers pleasant memories and reinforces the value they received. It re-establishes your company as a trusted problem-solver, making them more receptive to future communication.
The Update
Share what is new since they last engaged
Hi [First Name],
Things move fast, and we've been busy making improvements to serve you even better. It's been a while since your last service with us, and we wanted to share a few updates.
We've introduced several new services designed to tackle common plumbing challenges more efficiently. From advanced leak detection technology to comprehensive preventative maintenance plans, we're always looking for ways to provide greater value.
We've also refined our scheduling software, making it simpler than ever to book an appointment that fits your busy schedule. We understand your time is valuable, and convenience is key.
Our team has been training on the latest industry best practices, ensuring we continue to deliver top-tier service and lasting results. We're committed to staying ahead, so you don't have to worry.
Best, [YOUR NAME]
This email uses the 'novelty effect' and demonstrates continuous improvement. By highlighting new services, technologies, and team development, it gives the client fresh reasons to re-engage, showing that your business is dynamic and committed to modern solutions, not just resting on past laurels.
The Offer
Give a special incentive to return
Hi [First Name],
As a valued past client, we want to show our appreciation for your previous business. It's been a pleasure serving you, and we'd love to have you back.
For a limited time, we're offering you a special incentive: [SPECIFIC OFFER, e.g., 15% off your next service, a complimentary plumbing inspection, priority scheduling for a month]. We believe in rewarding loyalty.
This offer is our way of saying thank you and making it even easier for you to experience our updated services and reliable solutions. We're confident you'll appreciate the quality and care we put into every job.
This exclusive offer is valid for the next [NUMBER] days. Don't miss out on the chance to save and ensure your plumbing is in expert hands.
Best, [YOUR NAME]
This email utilizes the principles of reciprocity and urgency. By extending an exclusive, time-sensitive offer, you create a sense of obligation and a fear of missing out. The 'valued past client' framing makes the offer feel personal and earned, increasing the likelihood of conversion.
The Final
Last chance before you move on
Hi [First Name],
This is a friendly reminder that the special offer we extended to you as a valued past client is expiring soon. We wouldn't want you to miss out on this opportunity.
Remember, you're eligible for [REITERATE SPECIFIC OFFER, e.g., 15% off your next service, a complimentary plumbing inspection]. This is your chance to address any plumbing needs or plan for preventative maintenance with a significant saving.
Our schedule is filling up, and this offer won't be available much longer. We genuinely value your business and hope to serve you again soon.
Act now to claim your offer before it's gone. We're ready to provide the same reliable, high-quality plumbing solutions you remember.
Best, [YOUR NAME]
This email capitalizes on loss aversion and the deadline effect. By explicitly stating the offer's impending expiration, it creates a psychological trigger that makes inaction feel like a loss. The repetition of the offer and the clear call to action push the client to make a decision before the opportunity vanishes.
4 Win-back Sequence Mistakes Plumbers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only contacting past clients when they have an emergency. | Implement a proactive win-back sequence that touches base with clients periodically, offering value and reminders before an emergency strikes. |
✕ Sending generic, impersonal emails to all past clients. | Segment your client list and personalize emails by referencing past service details or suggesting relevant seasonal maintenance for their property type. |
✕ Failing to track client service history and preferences. | Utilize a simple CRM system to log every job, client notes, and follow-up dates, enabling more tailored and effective communication. |
✕ Not having a clear call to action in win-back communications. | Ensure every win-back email has a single, clear call to action, whether it's 'Book now', 'Claim your offer', or 'Request a quote'. |
Win-back Sequence Timing Guide for Plumbers
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Plumber Specialty
Adapt these templates for your specific industry.
Residential Plumbers
- Send annual reminders for water heater flushing and inspection, linking it to energy efficiency and longevity.
- Offer 'home plumbing check-up' specials during seasonal transitions (e.g., before winter freeze).
- Educate clients on common DIY mistakes and offer professional solutions to prevent bigger issues.
Commercial Plumbers
- Propose preventative maintenance contracts for businesses, highlighting reduced downtime and compliance benefits.
- Share updates on new commercial-grade fixtures or water-saving technologies relevant to their business type.
- Offer facility managers a complimentary walk-through inspection to identify potential issues before they escalate.
Emergency Plumbers
- Follow up after an emergency service with tips on how to prevent similar future incidents.
- Remind clients of your 24/7 availability and rapid response times for peace of mind.
- Offer a 'preparedness package' that includes basic shut-off valve locations and contact info for quick action.
Drain Specialists
- Suggest regular drain cleaning schedules for homes or businesses with frequent clogs, emphasizing long-term savings.
- Educate clients on the benefits of camera inspections for identifying hidden pipe issues before they become major problems.
- Offer specialized services for kitchen drains (grease build-up) or bathroom drains (hair clogs) with targeted solutions.
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