In the residential and commercial painting space, staying visible is essential, particularly in an industry where buying cycles are long and many projects are one-and-done. Even established brands need a way to maintain relationships with past customers and spark new business.
One way to achieve this is through email marketing.
STRATEGY
For a national painting franchise, we use a few different tactics to reinforce brand recognition and generate new leads.
Targeting
Unlike email campaigns that target a wide audience, our email campaigns focus exclusively on previous customers. This results in higher engagement and stronger brand recall, since we’re tapping into a warm audience who’s more likely to rebook or refer.
Design
All email templates adhere to corporate branding guidelines, which include approved logos, font styles, and color palettes. Following these guidelines ensures each message is professional and visually aligned with the company’s other marketing materials.
Content
Each newsletter follows a consistent format that highlights the company’s core services, including seasonal messaging (e.g., exterior projects in spring, indoor refreshes in fall), and features localized promotions or reminders based on regional conditions or homeowner needs.
RESULTS
Over a 12-month period, we tracked our efforts across three locally owned painting companies in this franchise.
Our thoughtfully crafted, high-impact newsletters delivered real results:
- Painting Franchise #1: 775 average opens/email, 45.57% open rate, 61 leads
- Painting Franchise #2: 377 average opens/email, 41.87% open rate, 32 leads
- Painting Franchise #3: 684 average opens/email, 42.85% open rate, 35 leads
Each painting franchise saw consistent monthly engagement and, more importantly, qualified leads directly attributed to their email marketing efforts. These weren’t large lists or aggressive campaigns, just thoughtful, brand-aligned emails sent to a carefully curated audience.