Email Marketing for Electricians
You have already installed the next three jobs. Email decides who does them
An installed base that keeps buying, unlike almost any other trade
A full rewire is £3,990. An EV charger installation, £1,015. A consumer unit changeover, £710. A new lighting circuit, £581. An EICR, £266.
Look at that list as a sequence rather than a menu. A house that had a consumer unit changed three years ago is a house that can now take an EV charger. A house with a charger is a candidate for solar and battery storage. A house having an extension needs new circuits. A landlord who had one EICR has thirty-nine more properties on the same five-year clock.
Electrical work is not a single purchase. It is a series of upgrades to the same building over fifteen years, and the electrician who did the last one has an enormous advantage over anyone quoting cold — the certificates, the board photographs and the knowledge of what is behind the plaster.
That advantage expires quietly. Three years of silence and you are a name on an old invoice, and the next upgrade goes to whoever came up in a search.
The two lists, and why they must stay apart
Your domestic customers and your commercial ones are two different businesses that happen to share a van.
The homeowner list is about upgrades and timing. The right email is occasional, useful and specific to what you installed — grant positions, what a charger actually costs to run, whether their board can take what they are now asking of it.
The letting agent and landlord list is about obligations and dates. It runs on a five-year certificate cycle with a legal deadline attached, and the tone that works on a homeowner reads as noise to somebody managing forty properties.
Sending both groups the same email is the commonest reason an electrician’s list stops performing. The agent gets a piece about kitchen lighting and stops opening; the homeowner gets a compliance notice and unsubscribes. Two lists, two schedules, and the effort roughly halves rather than doubles.
The ratio
Our Noticed package is £49 a month — £588 a year. One EV charger installation at £1,015 covers it with room to spare.
But measure it against the installed base. Six hundred past domestic customers, a two per cent response to a well-timed upgrade email, twelve jobs averaging £700 — that is £8,400 from people who already know you. The list was built by work you have already done and paid for; email is what stops it depreciating.
What we’d actually send
An upgrade note by installation type. Everyone who had a consumer unit changed more than two years ago hears about EV charging. Everyone with a charger hears about battery storage when it becomes sensible for them. Segmented by what is actually on their wall, which is the difference between a relevant email and a mailshot.
A grant and regulation update, twice a year. EV charging support, battery and solar positions, wiring regulation amendments that affect what a homeowner is allowed to have. This is the fastest-moving area you work in and almost nobody local is explaining it.
The certificate note. An EICR is valid for a fixed period and nobody remembers when theirs runs out. A short email at the right point, with the original certificate attached, is the most-opened thing you will send.
A landlord compliance brief, quarterly. Deadlines, what has changed, what an agent needs on file. Written for a property manager, sent only to that list.
A winter and holiday safety note. Short, genuinely useful, and the one email a year that gets replies from people who have been meaning to ring you about something else. Those replies are the point.
What good looks like at twelve months
- Two lists running on separate schedules rather than one list getting everything
- Segmentation by what you actually installed, so an email about chargers only reaches houses that can take one
- Certificate renewal emails going out without anybody remembering
- A measurable share of quarterly work traceable to the list rather than to search
- Agents replying to the compliance brief with questions, which is how portfolios start
The mistakes we see most
One list, one message. The single biggest cause of failure in this trade’s email, and the easiest to fix.
Emailing only when you are quiet. It reads exactly as it is. A programme that runs regardless is what produces work in the quiet month.
Letting regulatory content go stale. An out-of-date grant figure damages the credibility the email was sent to build.
Never attaching the certificate. It is the most useful thing you hold on a customer’s behalf, they have almost certainly lost their copy, and sending it costs you a click.
The first ninety days
Weeks 1–4. We split the base into domestic and commercial and tag domestic records by what was installed. Unglamorous, and it is what makes everything after it work.
Weeks 5–8. The first upgrade note to the largest segment, plus the certificate renewal flow set to run on its own from then on.
Weeks 9–12. The landlord compliance brief and the first grant and regulation update, timed to whatever is actually changing.
At ninety days the measure is whether work has arrived from somebody you last saw two years ago. That is the specific thing this service is for.
Where this lands in Gaffer
Certificates sit against the property and the client with their expiry recorded, so the renewal email schedules itself from real data rather than from a spreadsheet somebody has to maintain.
Job history holds what was installed and when, which is what the segmentation runs on — a charger email that only reaches houses with a suitable board is a database query, not a guess.
And a reply to an email lands as an opportunity against the existing client record, so the quote goes out with the previous job and its certificate already attached.
The third list nobody builds
There is a group that sends electricians more work than any advertising ever will, and almost nobody emails them.
Builders, kitchen fitters, bathroom firms, joiners, property maintenance companies and letting agents’ contractors all need a sparky several times a year, and they need one who answers, turns up when the first fix is ready and does not hold up the programme. That relationship is worth far more than a homeowner, because it repeats without any marketing at all once it exists.
It also decays faster than you would think. A kitchen fitter who used you twice last year will use whoever answers this time, and the reason they stop calling is almost never dissatisfaction — it is that somebody else was easier to reach on a Tuesday morning.
So the third list is trade contacts, and what it wants is completely different again. Not upgrades, not compliance. Availability, and what you can take on. A short quarterly note saying what your diary looks like, what kind of work you are after and where you are covering keeps you in mind at the exact moment somebody is planning a job.
Keep it to a handful of sends a year and write it as one tradesman to another. It is the least polished email on this page and frequently the one that produces the most invoices.
Questions electricians ask
Will people mind hearing from me? Not when the email is about the thing you installed in their house. The complaints come from generic sends, which is precisely what segmentation removes.
How often? Domestic, four to six times a year. Commercial, quarterly plus the deadline prompts.
I have no list, only invoices. That is a list. Building it out of your job history is the first thing we do.
Does this replace the reminder work? No — they run alongside each other and are deliberately kept separate, for the reasons on this page.
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