Did you know that businesses that nurture leads via email can potentially generate 50% more sales-ready leads at 33% lower cost?
(Source: HubSpot, 2023)
Yet, over 70% of local handyman businesses never use email marketing. That’s a shocking missed opportunity—especially when staying in touch with clients can be the easiest way to drive repeat business.
In today’s world, word-of-mouth isn’t enough. If you’re a handyman trying to grow in a competitive market, building an email list may help you stay top-of-mind, encourage referrals, and even increase bookings over time. This blog breaks down how to do that—with practical steps and real-life strategies you can begin applying right away.
Why Email Lists Still Work (And Often Better Than Social Media)
Social media platforms change their algorithms often, meaning your posts might not reach everyone who follows you. Email, on the other hand, lands right in your customer’s inbox.
According to Statista, the number of global email users reached 4.48 billion in 2024, and email marketing reportedly delivers an average ROI of $36 for every $1 spent.
(Sources: Statista 2024, Litmus 2023)
While these numbers represent broader industries, small businesses like handyman services can also benefit—when email is used the right way.
Step 1: Start with a Value-Driven Freebie
No one gives away their email address “just because.” That’s why offering a value-based incentive—sometimes called a lead magnet—can make a big difference.
What Can a Handyman Offer?
- A downloadable “Home Maintenance Checklist”
- A quick DIY e-guide on spotting common repair issues
- A limited-time discount or seasonal promo (e.g., 10% off gutter cleaning)
These don’t promise results—they offer useful, relevant info that might help homeowners and encourage them to trust your expertise.
Step 2: Use an Easy Sign-Up Form (and Make It Visible!)
A form that’s hidden on your site isn’t going to help you build an email list.
Where Should You Place It?
- Homepage
- Service pages
- Blog posts
- Exit pop-ups
- Social media bios
Keep it short and simple. First name and email are often enough. Overcomplicating the form could reduce sign-ups.
Step 3: Segment Your List to Send Relevant Messages
Not all clients are alike. Someone who hired you for a deck remodel may not care about winter gutter prep—at least not now.
By using tools like Mailchimp, ConvertKit, or MailerLite, you can potentially segment your audience by:
- Past services
- Seasonal interests
- New leads vs. returning customers
Sending tailored messages may improve open rates and engagement.
Step 4: Send Useful Emails—Not Just Promotions
People unsubscribe from handyman emails when they only see “Book Now!” every week.
Here’s what you can send instead:
- “5 Summer Home Repairs You Might Be Ignoring”
- “When to Call a Pro vs. DIY”
- “Real Client Story: How We Fixed a Flooded Basement in 24 Hours”
- “Free Inspection Week – Book Your Spot”
This kind of content builds trust, shows authority, and can encourage repeat business without being overly salesy.
Step 5: Ask for Reviews & Referrals in Follow-Ups
Email is a great way to gently request:
- Google reviews
- Facebook recommendations
- Referrals to friends and neighbors
In fact, according to BrightLocal (2023), 87% of consumers read online reviews for local businesses, and many are more likely to leave one when asked directly.
Just be careful: always clarify that you’re requesting feedback—not offering anything in exchange that could violate platform policies.
Step 6: Automate the Right Way (Without Losing the Human Touch)
You don’t need to send every email manually. Automation can help you stay consistent.
Some examples of what to automate:
- Welcome email series
- Post-service thank-you + review request
- Monthly maintenance tips
- Birthday discounts or home “anniversary” messages
But always add personal touches—use the client’s name, refer to past jobs, and make it feel like it’s from a real person, not a bot.
Step 7: Measure What Works and Tweak the Rest
Open rates, click-through rates, and unsubscribe numbers all tell a story. Don’t ignore them.
According to Campaign Monitor (2023), the average open rate across industries is 21.5%, but for professional services (like handymen), emails with useful, how-to content can reach higher levels.
If you notice one type of email gets more clicks, lean into that content style.
Email Marketing Compliance: Don’t Skip ThisYou must comply with CAN-SPAM laws:
- Always include an unsubscribe option
- Identify yourself clearly
- Avoid deceptive subject lines
- Respect privacy policies
Failing to do so could not only harm your reputation—but also result in legal action.
Final Thoughts: Start Small, But Stay Consistent
Building an email list doesn’t happen overnight. It may take weeks or even months to see steady growth and real engagement. But once you start seeing the same clients come back—or refer you to others—you’ll realize how powerful it can be.
If you’re serious about growing your handyman business long-term, your email list can become one of your most valuable assets. Just keep it human, helpful, and honest.