2020 Email Marketing Trends For Contractors

Email Marketing Trends

Email is a great marketing tool to keep in touch with both current and prospective customers. It provides an opportunity for your business to stay top-of-mind when a homeowner needs a pro. Email can even help to provide promotions and deals easily to your list.

Like any digital marketing tool, trends change quickly. Even as a contractor, it’s a good idea to stay up-to-date on the latest marketing trends. Here’s what you need to know about email marketing to make 2020 your best year yet.

Email is one way to start finding new leads, but you should always be using more than one tactic. Sign up for CraftJack today to start receiving leads from homeowners in your area.

Why Email Marketing

Why Email Marketing?

If you’re a contractor and small business owner, you must be utilizing email marketing to help your business grow. There are approximately 3.7 billion email users worldwide, according to the Radicati Group. That means your audience is reachable and available.

It’s an easy and affordable way to get in front of your customers. While it may take some time to gets set up, you can send marketing messages and promotions to your loyal customers, reminding them of your services.

From regular newsletters to promotions, there are many ways you can go about keeping your customers in the loop when it comes to your business. Small email improvements can make a big difference in your marketing efforts and bottom line. Here are a few email trends you can look into this year to help your business grow:

  1. Email Automation
  2. Personalization
  3. Conversational Voice
  4. Mobile-Friendly Emails
  5. Text Only Email
  6. User-Generated Content
Automated Emails

1. Email Automation

Email automation might be something you’ve seen before, but have not recognized it yet. If you sign up for an email list and soon after receive a welcome email, that’s one form of email automation. It’s a technique that can work for you too. If you’re using a tool such as MailChimp or Constant Contact, there are plenty of settings where you can automate emails such as welcome messages or even an email asking for a referral after the job is completed.

2. Personalization

If you’re thinking about email automation, you might want to think about the benefits email personalization has too. In fact, 52% of customers are likely to switch brands if emails aren’t giving them a personalized experience, according to SalesForce. This could be as simple as including someone’s name in the email or a birthday greeting.

Depending on what information you’re collecting from customers could depend on what personalization tactics you implement. This article from Kissmetrics explains all the ways you can personalize your emails beyond just the customer’s name.

3. Keep It Conversational

In 2020, marketers are seeing trends that consumers want a relationship with their preferred brand, service or products. It’s no longer just as simple as creating a beautiful advertisement— customers want to know the brand they’re working with. With the rise of social media, it’s no wonder this is true. Within a few minutes, customers can connect to their favorite brand to see what they have to say.

That’s why it’s more important than ever to keep the tone of your email conversational. Although you’re the expert in your field, you can use email to build a relationship with your customer that in result, will build trust with the homeowner.

Mobile Friendly

4. Mobile-Friendly Emails

Email has the ability to reach people where they are, wherever that might be. No longer do we have email only on our desktop computer, but carried on our smartphones and tablets as well. According to Campaign Monitor, 60% of adults in the U.S. and UK use at least two types of devices a day. Making sure your emails are mobile friendly has never been more important.

If you have a premade template through your email service, make sure it’s mobile-friendly before sending. If not, this is the year to change the design of your email to ensure it is.

5. Text-Only Email

This next trend is very new and debated among some marketers. In an age where photos dominate, text-only emails are emerging. Not only is it always a mobile-friendly option, but it definitely gives your emails a personal feel, even if they’re automated.

For contractors who have been hesitant to try out email because of the graphics, text-only might be the easiest way to go. As this is a newer trend, you may want to keep track of your success, so you can incorporate new tactics into your email efforts next year.

6. User-Generated Content

Last on this list of new trends is user-generated content. This is e-mail content that has been sourced from your clientele, giving your messages a personal and authentic touch. Examples of this include testimonials, customer questions with your answers, and pictures that your previous clients submit.

It’s a powerful form of social proof that lets others see your satisfied customers and the work that you do. It’s also a great way to engage, interact, and build a strong relationship with your audience.


As a pro, you’re likely always looking for new ways to market your business. The current trends can help you to direct your marketing efforts in a way that is effective. If you haven’t yet started using email to market your business, now is the time. Use some of these trends to make this year the best yet.

Looking for other current trends to help market your business? Read 2018 Social Media Trends You Should Know.