How to Excel in Email Marketing for Cleaning Service

Running a cleaning business is no walk in the park.

Between managing your team, keeping clients happy, and making sure every job is spotless, there’s always something demanding your attention.

And let’s face it, making your business stand out and keeping customers loyal can be a real challenge.

But what if I told you there’s a simple, cost-effective way to connect with your customers and grow your business?

Email marketing for cleaning service businesses is your answer.

It’s a powerful tool that can help you build strong relationships and keep your cleaning services top of mind for your clients.

Today, I’m going to share some tips on how you can use email marketing to make your cleaning business bigger.

Trust me, what I am about to tell you is going to be the game changer for your business.

Here’s what we’ll talk about:

• Getting Started with Email Marketing: Easy steps to kick things off.

• Choosing the Right Email Software: Finding the best tools for you.

• Writing Emails That Work: Tips to create messages your customers will love.

By the end of this post, you’ll know how to set up an email marketing campaign that helps your cleaning services company stand out and keep your customers coming back.

Let’s get started!

Why Email Marketing for Cleaning Service is a Game Changer

With email marketing for cleaning service, businesses have a direct line with their customers.

It is also cheap, effective, and helps build relationships.

Whether you’re a small cleaning company or a professional cleaning company offering commercial cleaning services, this direct communication can make all the difference.

This is what you stand to gain from email marketing :

• Stay in Touch: Think of email marketing as a way to keep in touch with your clients.

• Offer Deals: Use it to offer special deals and promotions.

• Customer Reminders: Remind people why they love your service.

I came across this fantastic email from Eloise’s Cleaning Service, offering a $25 discount on the first cleaning with no contracts required:

This email is likely to increase bookings a lot. The personal touch makes recipients feel valued. The clear call-to-action and strong discount encourage immediate action.

Customer testimonials add trust and reassure potential clients about the service quality.

These elements together create a powerful email that can turn leads into loyal customers, driving business growth and improving the brand’s reputation.

So, if you haven’t started yet, now is the time to make use of email marketing to boost your cleaning company’s success.

Who Are the People You Want to Reach?

The next step is to figure out who exactly you want to reach out to. Let me show you how to identify and connect with your ideal clients.

➺ Your Ideal Clients

Who are your ideal clients?

Think about homeowners who need regular cleaning or businesses looking for reliable commercial cleaning services.

Most cleaning businesses focus on a mix of residential and commercial clients to get more customers and make more money.

❖ Create Buyer Personas for your Ideal Clients

Let’s create profiles of your ideal clients to make your marketing efforts more effective:

• Define Key Characteristics: age, location, job title, and cleaning needs.

  For Instance, One persona could be “Busy Professionals” who need regular cleaning services to save time, while another could be “Small Business Owners” looking for reliable, affordable cleaning for their offices.

❖ Tailor Your Emails & Address Common Concerns and Questions

Use these personas to ensure you’re speaking to the right person with the right message.
The right message may include addressing common client concerns like reliability, pricing, and service quality.

For example, homeowners might worry about letting strangers into their homes. You can gain their trust by sharing reviews from old customers and being transparent about your prices.

For businesses that might be more concerned with the consistency and professionalism of the service. Make sure to highlight your track record and the quality of your staff.

❖ Focus on Customer Retention

Now that you have your ideal client, you need them to keep coming back. Here is how to do so:

• Loyalty Programs: Create a points-based system where clients earn points for each service, redeemable for discounts or free services. This rewards repeat business and encourages loyalty.

• Personalized Follow-Ups: After each cleaning, send a thank-you email and ask for feedback. Address any concerns promptly and offer a discount on their next booking to encourage repeat business.

• Regular Updates and Tips: Send monthly newsletters with cleaning tips, service updates, and exclusive promotions. Include seasonal advice and eco-friendly tips to keep clients engaged and informed.

• Build a Strong Brand Presence: Establish a strong, recognizable brand. Use social media to share success stories and client testimonials. This builds trust and keeps your business top-of-mind.

• Competitive Pricing and Quality Service: Ensure your pricing is competitive while maintaining high-quality service. Offer tiered service packages to cater to different client needs and budgets, highlighting unique aspects like eco-friendly products.

When you can identify your ideal clients and tailor your marketing efforts to meet their needs, you create strong connections that keep them coming back.

Email marketing for cleaning service businesses, is more than just sending random emails, as you can already tell. The strategies I shared above will not only attract new clients but also ensure they stay loyal to your cleaning service.

How to Build Your Email List

Every big email list starts small. Imagine turning a few contacts into thousands of loyal customers.

You can quickly and easily grow your email list with the right steps. Here’s how to get started.

a). Starting from Scratch

No email list? No problem! Start by asking your existing clients for their emails.

When you complete a job, simply ask if they’d like to receive updates and special offers from your cleaning services company.

b). Using Existing Contacts

Your current clients are gold. Get their permission to send updates.

Reach out to them through your social media account or in-person interactions to let them know about the benefits of staying connected.

c). Lead Magnets

Offer something in return for an email address. A simple cleaning checklist or a discount can work wonders.

For instance, a commercial cleaning company could offer a free guide on maintaining office cleanliness between professional deep cleanings.

Cleaning businesses can provide exclusive discounts on top-notch cleaning services for those who sign up.

d). Leverage Partnerships

Partner with related businesses to expand your reach.

Collaborate with real estate agents, interior designers, or home improvement stores to promote your email list.

For instance, offer a co-branded guide on maintaining a clean home, available to both your and your partner’s customers in exchange for their email addresses.

e). Online Ads

Invest in online ads to grow your email list. Use social media platforms like Facebook and Instagram to target potential clients with lead generation ads.

Offer a compelling reason to sign up, such as a discount or free resource, to capture their email addresses.

f). Host Webinars or Workshops

Offer free webinars or workshops on cleaning tips and tricks. During registration, collect email addresses from participants. This not only adds value but also establishes you as an expert in the cleaning industry.

By following these steps, you will, in no time, build an email list that helps you market your cleaning services just as you desire.

How to Create Emails That People Want to Open

You know how sometimes you get tons of emails and just ignore most of them?

I don’t want that happening to your emails. A good email marketing for cleaning service strategy will ensure your emails get noticed and opened.

1). Have a Catchy Subject Line

First things first, the subject line. This is the first thing people see. Make it interesting and to the point.

Think along the lines of “Save Time with These Cleaning Hacks” or “Get Your Home Sparkling Clean in No Time.”

Make it sound like there’s something useful inside.

A great subject line can decide if people open or ignore your email.

Example:

• Bad: “Newsletter – Week 3”

• Good: “3 Easy Ways to Keep Your Home Sparkling Clean!”

2). Keep It Short

People are busy.

They don’t have time to read long emails. Keep your message short and sweet. Get straight to the point. Tell them what they need to know without extra fluff.

Example:

• Bad: “In this week’s newsletter, we have a lot of exciting things to share with you. We’ve included updates on our services, some great tips for keeping your home clean, and a special offer for our loyal customers. We hope you enjoy it!”

• Good: “Check out our top cleaning tips and a special offer just for you!”

3). Be Personal

When people see their name, they feel special. It’s like the email is just for them.

Also, talk to them like you would talk to a friend. Mention the recipient’s past interactions or preferences.

Example:

• Bad: “Dear Customer, we have a new offer for you.”

• Good: “Hi Jane, we know you loved our last deep cleaning service, so here’s a special offer just for you.”

4). Add a Little Mystery

Sometimes, a bit of mystery can make people curious. This makes them want to open the email to find out more.

Example:

• Bad: “Our new cleaning products are available now.”

• Good: “You Won’t Believe What We’re Offering This Month!”

5). Use a Recognizable Sender Name

Make sure your name or your company’s name is clear in the “From” field. If they know you, they’re more likely to open your email.

Example:

• Bad: “[email protected]”

• Good: “Gladys from Sparkle Clean Services”

6). Email Design

Keep it clean and professional. You don’t need to be fancy, just clear and engaging.

Use simple layouts that are easy to read and look good on both desktop and mobile.

Include clear calls to action so your readers know exactly what to do next, whether it’s booking a service or clicking for more information.

Example:

• Bad: An email with very small text and big images that don’t fit the screen.

• Good: A clean, simple layout with readable text and images that adjust to the screen size.

7). Offer Value

Give them something they want. It could be tips, discounts, or useful info. Make them feel like opening your email is worth their time.

Example:

• Bad: “We’re having a sale.”

• Good: “Get 20% Off Your Next Cleaning Service – Just for You!”

8). Ask Questions

Sometimes, asking a question can make people interested.

Example:

• Bad: “Our latest cleaning services are available now.”

• Good: “Need Help With Your Cleaning? Check Out Our New Services!”

9). Include a Call to Action

Tell your readers what you want them to do next.

Example:

• Bad: “We have some new services.”

• Good: “Book your cleaning now and get 20% off!”

10). Test What Works

Creating emails that people want to open takes some testing. Trying out different things and seeing what works best can make a huge difference.

One great way to do this is with A/B testing. This means comparing two versions of an email to see which one does better.

I had a client who runs a cleaning service. They were having trouble getting people to open and click on their emails. So, I decided to try A/B testing to see what would work best, this is what I did:

Step 1: Subject Lines

I tested different subject lines:

• Test A: “Say Goodbye to Dust Bunnies Forever!”

• Test B: “10-Minute Cleaning Hacks Inside!”

Result: The second subject line had a 25% higher open rate.

Step 2: Email Content

Next, I tested the email content:

• Test A: Focused on the benefits of a clean home.

• Test B: Included practical 10-minute cleaning hacks.

Result: The email with the 10-minute cleaning hacks had a higher click-through rate.

Step 3: Call-to-Action (CTA)

I also tested different CTAs:

• Test A: “Book Your Cleaning Now”

• Test B: “Enjoy a Sparkling Home Now”

Result: The second CTA saw a 15% higher click-through rate.

Step 4: Email Layout

Finally, I tested the email layout:

• Test A: A simple, text-heavy email.

• Test B: An email with images of before-and-after cleaning results.

Result: The email with visuals performed better.

Step 5: Send and Watch

The client sent these different versions to a small group of their email list. I watched the results to see which ones got better open and click-through rates.

Results and Optimization

Through A/B testing, I found that:

• Subject Line: “10-Minute Cleaning Hacks Inside!” had a 25% higher open rate than “Say Goodbye to Dust Bunnies Forever!”

• CTA Button: “Enjoy a Sparkling Home Now” received a 15% higher click-through rate compared to “Book Your Cleaning Now.”

By looking at these results, I could see which parts of the emails worked better. I used these insights for their bigger email campaigns, and their open and click-through rates improved a lot.

This led to more bookings and helped grow their business. Experimenting with different elements helps find what resonates best with your audience

So there you have it!

Try these tips to make your emails more noticeable and get more people to open them. See which ones work best for you!

Email Marketing for Cleaning Service: 4 Winning Templates To Use in 2025

Email marketing for cleaning service is a very useful marketing strategy.

But figuring out what to say can feel overwhelming.

Don’t worry, I’ve got you covered.

Here are four email templates that will help you connect with potential customers and grow your professional cleaning company.

Template 1: The Friendly Introduction

Subject: Get to Know [Your Cleaning Service] – Professional Cleaning for Your Home

Hi [Customer Name],

I hope you’re doing great!

I’m [Your Name] from [Your Cleaning Service]. We specialize in making homes sparkle with our top-notch deep cleaning services. Our team is all about giving you the best cleaning experience possible.

Here’s a bit of what we offer:

• General cleaning: Regular upkeep to keep your home tidy and fresh.

• Deep cleaning: Thorough cleaning that tackles every nook and cranny.

• Move-in/move-out cleaning: Perfect for making your new or old home spotless.

Our professional cleaning team uses eco-friendly products to ensure a safe environment for you and your family.

Plus, we’re fully insured, so you can have peace of mind knowing your home is in good hands.

Got questions or want to book a cleaning? Just reply to this email or give us a call at [Your Phone Number]. We’re here to help!

Best regards,

[Your Name]

[Your Position]

[Your Cleaning Service]

➥ Why it works: This template is all about being warm and approachable. It introduces your cleaning services effectively and lets potential clients know how to get in touch with you. Plus, it sets the tone for future communication.

Template 2: The Helpful Hand

Subject: Need Help Keeping Your Home Clean? We’re Here for You!

Hi [Customer Name],

We know keeping a home clean can be tough, and we’re here to make it easier for you.

At [Your Cleaning Service], we handle everything from regular cleaning to deep cleaning services. Let us take care of the dirty work so you can enjoy your clean home.

Here’s what we can do for you:

• Regular cleaning: Weekly or bi-weekly visits to maintain your home’s cleanliness.

• Deep cleaning: Comprehensive cleaning that includes hard-to-reach areas.

• Specialized cleaning: Services like window cleaning, carpet cleaning, and more.

Our team is trained to handle all types of cleaning tasks efficiently. We understand that every home is unique, so we easily tailor our services to meet your specific needs.

Want to know more? Just reply or call us at [Your Phone Number]. We’d love to chat!

Best,

[Your Name]

[Your Position]

[Your Cleaning Service]

➥ Why it works: This email shows you understand the challenges your customers face and offers a straightforward solution. It’s empathetic and easy to respond to, making it appealing to potential customers.

Template 3: The Success Stories

Subject: See How We’ve Helped Families Like Yours!

Hi [Customer Name],

We’re proud to have helped many families keep their homes clean and cozy. Here’s what one of our happy customers had to say:

“[Customer Testimonial]”

We’d love to help you too! Interested in our services? Just reply to this email or give us a call at [Your Phone Number].

To give you an idea, here are a few examples of how we’ve made a difference:

• Family A: With three kids and two pets, Family A struggled to keep their home clean. Our regular cleaning services helped them maintain a tidy and safe environment for their children.

• Family B: Moving out of a rental property, Family B needed a thorough cleaning to get their deposit back. Our move-out cleaning service left the place spotless, and they received their full deposit.

• Family C: Elderly couple who found it hard to keep up with house chores. Our team provided deep cleaning services that made their home comfortable and hygienic.

We’d love to help you achieve the same results. Just reply to this email or give us a call at [Your Phone Number].

Best,

[Your Name]

[Your Position]

[Your Cleaning Service]

➥ Why it works: Sharing real stories from satisfied customers builds trust and shows potential clients that you deliver on your promises. This kind of social proof is crucial for convincing new clients to try your services.

Template 4: The Special Offer

Subject: Special Offer Just for You – 20% Off Your First Cleaning!

Hi [Customer Name],

We have a special treat for you! Get 20% off your first cleaning with [Your Cleaning Service].

Whether you need a one-time deep clean or regular services, we’re ready to help. Here’s what you can expect:

• One-time deep clean: Perfect for spring cleaning or prepping for a special event.

• Regular services: Weekly, bi-weekly, or monthly cleaning to keep your home consistently clean.

• Custom packages: We can create a cleaning plan that fits your needs and schedule.

Our team uses the best cleaning products and techniques to ensure your home is spotless. Plus, we’re flexible with scheduling to accommodate your busy life.

Reply to this email or call us at [Your Phone Number] to book your appointment. Don’t miss out on this exclusive offer!

Can’t wait to hear from you,

[Your Name]

[Your Position]

[Your Cleaning Service]

➥ Why it works: Everyone loves a good deal. This email grabs attention with a special offer and encourages potential clients to take the next step. It’s an excellent way to generate leads and attract potential customers.

Using these email templates, you can easily tailor your messages to connect with your target audience, generate leads, and build a loyal customer base for your cleaning business.

Just personalize these templates to fit your style, and watch your email campaigns bring in more leads and satisfied customers!

With the right email marketing software, you can manage your email campaigns and track their effectiveness, ensuring your marketing strategies are always on point.

When and How Often to Send Your Emails

Getting the timing and frequency of your email campaigns right is super important for marketing your cleaning services.

Here’s how to nail it:

a). Best Times to Send Emails

When’s the best time to send emails?

Early mornings and evenings tend to work best.

Why?

Research shows that people are more likely to check their inboxes during these times, increasing your chances of being seen.

Specifically, sending emails between 8-9 AM, 11 AM-1 PM, and 4-6 PM are considered optimal times according to studies by Omnisend and HubSpot.

b). Find the Right Frequency

Don’t overwhelm your clients. Start with once a week and see how it goes.

Why this works: This keeps your cleaning services in mind without being annoying. Most B2C companies find that sending emails 2-5 times per month strikes the right balance according to Coschedule.

Then, you can adjust based on feedback. Some clients might prefer bi-weekly updates, while others might be happy with monthly newsletters.

Satisfied customers are more likely to share your services with others, creating word-of-mouth buzz that attracts more leads.

For example, a cleaning service I know started sending their sales emails early in the morning and saw an immediate increase in responses.

They also included clear calls to action and shared testimonials from happy customers. This made their emails feel more personal and engaging.

Remember, it’s not just about sending more emails but about sending the right emails. So, experiment a little, see what works best, and adjust your strategy as needed.

How to Automate Your Emails

Automating your emails saves you time and ensures your clients get the attention they deserve. Here’s how to get started:

a). Use Email Marketing Tools

• Platforms like Mailchimp and Constant Contact have easy-to-use templates and automation features that help you send the right message at the right time, leading to more conversions.

• Here is how you can set up accounts on these platforms:

• Mailchimp

  • Login: Go to Mailchimp and log into your account.

  • Create Campaign: Navigate to the “Campaigns” tab and click “Create Campaign.”

  • Select Automation: Choose “Automated” and select “Pre-built journeys” from the Automations dropdown.

  • Choose Template: Select a template that fits your needs from the 80+ available pre-built journeys.

  • Set Triggers: Define the trigger for the automation, such as signing up for a newsletter.

  • Customize: Customize your email content and schedule.

  • Activate: Review and activate the automation.

  Constant Contact

  1. Login: Go to Constant Contact and log into your account.

  2. Create Email: Navigate to the “Campaigns” tab and click “Create Email.”

  3. Select Automation: Choose “Automated Emails” and then “Create.”

  4. Set Up Series: Define the series of emails you want to automate.

  5. Customize: Add and customize your email content.

  6. Activate: Review and start the automation.

  2). Set Up Automation

  Automate New Client Emails

  1. i). Welcome Email: Set up a welcome email that goes out automatically when a new client signs up. This introduces your services and sets expectations.

  2. ii). Setup:

  3. In Mailchimp: Use the “Welcome New Subscribers” automation.

  4. In Constant Contact: Use the “Welcome Email” template.

  Follow-up Emails for Old Customers

  1. i). Check-In Emails: Schedule follow-up emails to check in and offer special deals, ensuring they feel valued and appreciated.

  2. ii). Setup:

  3. In Mailchimp: Use the “Date-Based Automation” to send emails on specific dates.

  4. In Constant Contact: Use the “Autoresponder” feature to send follow-ups.

  Automate Cold Emails

  1. Outreach: Automating your cold emails saves you time and helps you reach new clients easily.

  2. Setup:

  3. In Mailchimp: Use the “Cold Email Campaign” templates.

  4. In Constant Contact: Customize your emails to target cold leads and set the automation triggers accordingly.

     • Automating your email marketing not only saves you time but also helps maintain consistent communication with your clients, leading to better engagement and more conversions.

Important Step: Track Your Success

Tracking your email marketing success helps you see what’s working and where you can improve. Here’s how:

Track Open Rates & Click Rates

Open Rates

• Example: An open rate of 25% means 1 in 4 recipients opened your email.

  Interpretation: High open rates mean your subject lines are catching attention. The average open rate for cleaning services is around 19.21% to 41.31% (according to Influencer Marketing Hub, WebFX).

  Click Rates

  Example: A click rate of 5% means 5 out of every 100 recipients clicked a link in your email.

  Interpretation: High click rates show your content is engaging. The average click rate for cleaning services is typically between 2.44% to 4.55% (according to Smart Insights, WebFX).

Make Adjustments

Change Based on Feedback

• Example: If emails have low open rates, try changing the subject lines to be more intriguing.

• Interpretation: Make small tweaks and see how they impact your results.

Experiment

• Example: Send different types of content, like cleaning tips versus special offers, to see which gets better responses.

• Interpretation: Experimenting helps you discover what your audience loves.

Have a Feedback Loop

Ask for Feedback

• Example: Use surveys in your emails to ask clients what they like or dislike.

• Interpretation: Direct feedback gives you valuable insights into client preferences.

Adjust Based on Feedback

• Example: If clients ask for more tips, add a section with cleaning hacks in your emails.

• Interpretation: Adjusting based on feedback ensures your content stays relevant and engaging.

Key Performance Indicators (KPIs) for Cleaning Services

1. Booking Rate

• Example: 3% booking rate.

• Interpretation: A higher booking rate shows your call-to-action is effective. Aim for a booking rate of 2% to 5%.

2. Customer Retention Rate

• Example: 30% customer retention rate.

• Interpretation: High retention rates indicate successful follow-up and engagement strategies. A good target is 20% to 40%.

3. Revenue per Email

• Example: $0.50 revenue per email.

• Interpretation: This KPI shows the financial impact of your campaigns. Aim for $0.30 to $0.70 per email.

4. Conversion Rate

• Example: 4% conversion rate.

• Interpretation: A high conversion rate means your emails drive action effectively. A good benchmark is 2% to 5%.

5. List Growth Rate

• Example: 5% list growth rate per month.

• Interpretation: Steady list growth indicates successful audience engagement. Aim for 3% to 6% per month.

By tracking your metrics, making adjustments, and keeping a feedback loop, you can improve your email marketing and achieve better results for your cleaning service.

ProTip: Keep Your Content Fresh and Exciting

Your email content must be fresh to keep your audience interested and engaged.

Here’s how you can go about that:

a). Regular Updates

• Stay current: Share the latest tips and promotions.

• Monthly refresh: Highlight new cleaning tips or recent success stories.

b). Seasonal and Special Promotions

• Holiday deals: Offer special discounts during holidays.

• Example: A New Year’s discount on deep cleaning services.

c). Stay Relevant

• Trendy topics: Include current trends in cleaning and email marketing.

• Expert insights: Talk about popular new cleaning products or methods.

When you keep your content fresh, you can rest assured that your emails will remain interesting and useful to your audience.

Ready to Put in The Work?

Email marketing for cleaning service businesses is a powerful tool that cannot be over emphasized.

By following the tips and templates I’ve shared, you can create engaging emails that your customers will love.

• Timing is key, so send your emails when people are most likely to see them.
• Focus on sending meaningful emails that offer value.
• Automate where you can to save time and keep things consistent.
• Regularly update your content to keep your audience interested.
• Mix in helpful tips, success stories, and special offers to keep your emails engaging.
• Track your success, make necessary adjustments, and stay connected with your clients.

Don’t wait any longer!

Start putting these strategies to work today and watch your email marketing efforts pay off.