Email marketing for cleaning companies
Cleaning businesses live on repeat customers. Email is the cheapest way to turn a one-off deep clean into a fortnightly client, fill quiet weeks, and bring back customers who drifted away. Here's what to send and when.
Your best new customer is an old one
A cleaning company already has what email needs: a list of people who trusted you with their home or office. Most companies never contact them again unless they call.
The one-off customer
Booked a move-out clean or a spring deep clean, loved it, and forgot your name by summer. A few well-timed emails keep you top of mind for the next deep clean, and turn some into regular clients.
The regular client
Already on a weekly or fortnightly schedule. Email keeps them informed (holiday schedules, price changes, new services like oven or window cleaning) and makes them less likely to switch when a cheaper flyer arrives.
Five emails that run on their own
Set these up once in your email or booking tool and they work in the background.
- Welcome after the first cleanThanks, what to expect next time, how to rebook, and a gentle mention of regular-service pricing.
- Review requestA day after the visit: a short note with your direct Google review link. No discounts in exchange; Google doesn't allow incentivized reviews.
- Rebooking reminderFor one-off customers, a reminder a few weeks later: "Ready for your next deep clean?" with a booking link.
- Win-backFor customers who haven't booked in months: a friendly check-in and an easy way to come back.
- Referral nudgeFor happy regulars: "Know someone who'd love a cleaner home?" with a simple way to refer. Keep any referral reward honest and clearly explained.
A year of cleaning email campaigns
Two campaigns a month is plenty. Here's a sample calendar to adapt to your area and services.
| Time of year | Campaign idea |
|---|---|
| New Year | Post-holiday clean-up; "start the year with a clean home" regular-service offer |
| Spring | Spring deep clean booking window; windows, blinds and baseboards add-ons |
| Late spring / summer | Move-in / move-out cleans for renters and sellers; vacation-home turnovers |
| Back to school | Reset cleans for busy families; recurring schedule reminders |
| Autumn | Pre-holiday deep clean slots filling up; gift cards |
| Holidays | Holiday schedule changes; after-party cleans |
For commercial clients, swap seasonal home topics for office reopenings, quarterly deep cleans and floor care schedules.
What a good cleaning email looks like
Short, friendly and specific. Here's a hypothetical example for a spring campaign.
What I set up for $149/month
- The five automations above, in the tool you use or one we choose together
- 2 email campaigns a month, written and scheduled
- 1 SMS campaign a month to customers who agreed to texts
- A sign-up form on your website and list clean-up
- A short monthly report: opens, clicks and bookings
Email or SMS platform fees are paid by you, in your own account. See Email & SMS marketing.
Email and text the right way
I'm not a lawyer and this isn't legal advice, but these basics apply to most US cleaning businesses.
Email (CAN-SPAM)
- Honest "from" name and subject lines
- Your business's physical address in every email
- A working unsubscribe link, honored promptly
See the FTC's CAN-SPAM guide.
Text messages
- Only text customers who clearly agreed to receive marketing texts
- Identify your business and include how to opt out
- Respect opt-outs immediately
Texting rules are stricter than email; check current requirements with your SMS provider and the FCC.
Four simple lists to start with
You don't need a complicated setup. These four groups cover most cleaning businesses, and most email tools can tag customers this way from your booking data.
| List | Who's on it | What they get |
|---|---|---|
| Regular clients | Weekly, fortnightly or monthly bookings | Schedule news, add-on services, referral nudges |
| One-off customers | Deep cleans, move-outs, post-construction | Rebooking reminders and seasonal deep-clean offers |
| Lapsed customers | No booking in several months | A friendly win-back check-in |
| Commercial clients | Offices, rentals, small businesses | Quarterly deep cleans, floor care, holiday schedules |
What makes cleaning emails get ignored
Only emailing discounts
Constant coupons train customers to wait for a deal. Mix in reminders, seasonal tips and news.
Long newsletters
Nobody reads a wall of text about cleaning. One message, one button.
No segments
Regular clients and one-off customers need different messages. Even two simple lists make a big difference.
Booking links that don't work on phones
Most people open email on a phone. Test every link before sending.
See the full picture for your trade: Cleaning.
Cleaning email marketing questions
Is email marketing worth it for a cleaning business?
For most cleaning companies, yes, because repeat bookings drive the business. Email costs little per message and reaches people who already know your work, which makes it one of the cheapest ways to fill your schedule.
How often should a cleaning company send emails?
Two campaigns a month is a good starting point, plus automated emails like welcome, review requests and rebooking reminders. Sending more often only makes sense if each email is genuinely useful.
What should a cleaning company email about?
Seasonal deep cleans, rebooking reminders, new services, schedule changes, simple home care tips and occasional offers. Keep each email to one main message with one clear button.
Can I text my cleaning customers?
Only customers who clearly agreed to receive marketing texts. Include your business name and opt-out instructions, and follow your SMS provider's registration and consent rules. This isn't legal advice.
What does BossRise charge for email marketing?
$149 a month covers the key automations, two email campaigns and one SMS campaign a month to opted-in contacts, sign-up forms, list clean-up and a monthly report. Platform fees are separate and paid in your own account.
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