Email Marketing for Cleaning Companies, Complete Series
So you’ve got an email list. Maybe you’ve even got a welcome series and a win-back campaign humming along in the background. But now you’re wondering… What should I send every month? You’re not alone.
Most cleaning business owners fall into one of two email traps:
💣 Only sending emails when bookings are slow and you’re stressed
🤐 Going radio silent because you don’t want to be “spammy”
Let’s fix that. This post is your go-to guide for sending emails people want to read: emails that build trust, increase bookings, and make your brand feel human.
Why Email Content Matters (Even If You're Busy)
Emails aren’t just about promos or begging for bookings. Great content does three things:
- Keeps you top of mind so people remember to book again
- Builds a connection with your brand (not just your services)
- Makes referrals and upgrades feel natural
💡🦓💡 You don’t have to write like a marketer. You just have to write like a real human who helps people live in cleaner, calmer homes.
Wiggle’s 5 Content Pillars
Here’s your repeatable formula. Rotate these themes and you’ll always have something fresh to say.
Seasonal Tips
💖 5 Ways to Keep Your Home Fresh Between Cleanings
💖 How to Prepare for a Move-Out Clean
💖 Pet Hair Survival Guide for Spring
Quick, helpful, and saves your clients time. Add a CTA like “Need help? We’ve got an opening this Friday.
Behind the Scenes
💖 Meet Our Cleaner of the Month
💖 How We Train Our Dream Team
💖 What’s In Our Cleaning Kit (And Why It Matters)
📷 Add a team photo or candid moment to boost clicks.
These build trust. They also humanize your brand which makes people more likely to book and refer.
Client Spotlights & Reviews
💖 Before + After of the Month
💖 Why Jill Switched to Weekly Cleans (and loves it)
💖 The Airbnb Host Who Gets 5 Stars Every Time
These work really well with visuals and short quotes.
Exclusive Offers
💖 Subscriber Only: 15% Off Deep Cleans This Week
💖 Free Interior Fridge Clean with Any Move-Out Service
💖 Flash Sale Friday: 2 Openings Left!
Urgency + exclusivity = clicks.
💡🦓💡Use bold buttons and one clear CTA. Keep it easy to say yes.
Referral & Loyalty Perks
💖 Share the Sparkle: Get $30 Off for You and a Friend
💖 Our VIP Clients Get First Dibs (Here’s Why That Matters)
💖 Earn Free Cleanings Just by Spreading the Word
Referrals are gold. Don’t be shy. Email is the best place to promote them consistently.
Video Email Integration
Boost Engagement with Video. Video emails get 96% higher click-through rates. Here's how to use them.
Personal Touch Videos
Strengthen connection and build trust by adding your face and voice to key moments in the client journey
🎥 Follow Up Messages
Send a quick thank you or check in after a quote or service. It shows you care and opens the door for feedback or booking
Example: “Hi Jamie, just wanted to say thanks again for considering us. If you have any questions about the quote, I am just a reply away”
🎥 New Client Welcome
A short welcome video makes new clients feel like they made the right choice
Example: “Hey, I’m Taylor from Sparkly Clean. We’re so excited to clean for you this Thursday. Here’s what to expect”
🎥 Post Service Thank You
After the clean, thank them personally and remind them how to rebook or leave a review
Example: “Hope you are loving your freshly cleaned home. Your feedback means the world—here’s how to leave a review if you feel inspired”
🎥 Quote Explanation
Break down your pricing or services in a warm, non salesy way. Especially helpful for first time or nervous clients
Example: “This includes your kitchen, two bathrooms, and living areas, plus inside the fridge since it's a move out clean”
🎥 Special Occasion Greetings
A birthday, holiday, or client milestone is a great reason to send a personal message
Example: “Happy one year as a Dazzle client. We’re so glad you’re with us. Your favorite cleaner says hi”
Recording Tips
Look polished without feeling stiff. These quick wins make your videos more watchable and professional
🎥 Keep it under 60 seconds
Clients are busy. Short videos are more likely to be watched and remembered
🎥 Good lighting and background
Face a window or use a ring light. Avoid clutter or anything distracting behind you
🎥 Professional but friendly
Speak clearly, smile, and be yourself. You do not need a script, just a clear point and warm energy
🎥 Clear call to action
End with one simple next step like reply here, book online, or let me know if you have questions
Tool Recommendations
Easy to use platforms to record and send client friendly videos
🧰 Loom
Great for quick walkthroughs or explaining quotes. Shows your screen and your face. Free plan available
🧰 BombBomb
Optimized for email. Embed videos directly into messages with tracking to see who watched
🧰 Vidyard
Includes analytics and CRM integrations. Great for scaling or sales teams
🧰 Descript
Edit by typing. Trim, caption, and polish videos fast with built-in AI tools.
Quick Tip Videos
Build authority and trust with short, helpful content your followers will save, share, and remember
✅ Value First Content
No selling. Just something genuinely helpful that makes people say wow, I did not know that
✅ Three Spots Most People Forget
Shine a light on places people overlook like baseboards, door frames, and light switches
✅ Quick Daily Tidy Routine
Share a three minute system to stay on top of clutter. Perfect for busy parents and renters
✅ Pro Technique: Streak Free Windows
Show your favorite tools or product combo. Bonus points for a towel flip or satisfying reveal
✅ Time Saving Cleaning Hacks
Share the one thing you do that cuts cleaning time in half. Humor and wow factor encouraged
User Generated Content (UGC) Strategy
User Generated Content Strategy
Turn happy clients into content creators and let your fans do the talking
🎥 Post clean satisfaction photos
Encourage clients to snap a photo of their sparkling space and tag your business
🎥 Before and after shots
With permission, showcase real transformations that show off your team’s magic
🎥 Team appreciation moments
Share behind the scenes hugs, shoutouts, or client notes that made your cleaners' day
🎥 Holiday or seasonal decorating
Invite clients to show off their festive flair after your visit so you can repost it with style
Incentivizing Submissions
Motivate clients to participate with feel good rewards and recognition
🎁 Service credits
Offer a small credit toward their next cleaning for tagged photos or reviews
🎁 Referral bonuses
Combine UGC with your referral program to boost word of mouth and reach
🎁 Feature spotlight
Showcase clients on your feed or stories with a thank you and fun message
🎁 VIP status perks
Offer priority booking or early promo access to repeat contributors
Implementation Tips
Make it easy, rewarding, and worth sharing
✅ Make submission easy
Use links, tags, or email replies to collect content with zero friction
✅ Provide clear guidelines
Let clients know what to share, how to tag you, and what gets featured
✅ Offer value exchange
Make sure they get something back, whether it is credit, spotlight, or perks
✅ Show appreciation
Always say thank you and make them feel like part of the team
✅ Share results
Let them see how many likes or comments their post helped generate
Real Examples Gallery
- Show examples of content pillars in action
- Real screenshots with analysis
- Design elements breakdown
- Success elements highlighted
Content Calendar Planning
Monthly Planning Template
A simple weekly structure to stay consistent without scrambling for ideas
📅 Week one: Seasonal tips
Share timely advice that matches the season like spring resets or holiday prep
📅 Week two: Behind the scenes
Introduce your team, show your process, or share a day in the life moment
📅 Week three: Client spotlight
Feature a happy client, glowing review, or fun story with permission
📅 Week four: Promotional offer
Share a time sensitive deal, last minute opening, or seasonal package
Content Batching Strategy
Get ahead with consistent content creation habits that save you time
📸 Monthly photo shoot day
Capture team shots, supplies, before and afters, and seasonal setups in one go
📸 Quarterly testimonial collection
Ask loyal clients for quotes, reviews, or short video clips to use year round
📸 Seasonal content preparation
Prep visuals and captions ahead of busy seasons like spring, back to school, or holidays
📸 Template customization
Update your Canva templates with new offers, team changes, or seasonal themes
Planning Timeline
Work ahead so you can focus on running your business, not racing deadlines
⏰ Sixty days out: Theme planning
Choose content goals and campaign ideas for the upcoming month
⏰ Thirty days out: Content creation
Write captions, prep visuals, and batch video if needed
⏰ Fourteen days out: Review and approval
Make edits, adjust promos, and finalize your lineup
⏰ Seven days out: Schedule and automate
Use a tool like Later or Meta Planner to post everything for you
What If You’re Not Sure What to Say?
Use this simple formula.
Teach → Share → Invite
Teach something useful
Share a story or personal insight
Invite them to book, refer, or reply
Example:
Subject: Tired of battling pet hair this spring?
Pet season is in full swing, and we’re seeing couches, beds, and rugs covered in fluff. We’ve got a three-step trick for tackling the worst of it, no vac upgrade needed.
Want us to take care of it for you? We’ve got 3 open spots left this week. Book now and get $15 off your next clean.
How Often Should You Email?
✅ Aim for one to two emails a month
Stay top of mind without overwhelming anyone’s inbox
✅ Keep them short and helpful
Value first. A quick tip or update is better than a long sales pitch
✅ Stay consistent even if you skip a month now and then
It is better to send something light monthly than to go silent and then send a please book email once a year
✅ Some campaigns will include more emails
Welcome, nurture, and drip sequences are built to guide clients through a journey with extra touchpoints
Set a recurring task. Write in batches if needed. Or let Wiggle handle the content for you 😉
Make It Mobile-Friendly
Your clients are checking their email between errands, on the couch, or in the school pickup line. If your message is not easy to read on a phone, it is getting ignored
📱 Use a single column layout
No sidebars or split screens. One clean vertical flow is easier to read and tap
📱 Keep paragraphs short
One or two sentences max. Break up your thoughts so they do not feel like a wall of text
📱 Use bold subheads
Help skimmers find the good stuff fast
📱 Swap long blocks for bullet points
Let your info breathe and make it easy to scan
📱 Use large, tappable buttons
At least 44 by 44 pixels so no one has to pinch and zoom
📱 Make fonts at least sixteen pixels
Anything smaller feels like a squint test
📱 Compress your images
Faster load times mean fewer lost clicks
📱 Use white space
Give your content room to breathe. Crammed is not clean
📱 Test before you send
Preview on your phone, check that links work, and make sure your CTA is easy to spot
Bottom Line: Show Up and Sparkle
Email content doesn’t have to be long or perfect—it just needs to be relevant, helpful, and consistent.
You don’t need to be a copywriter. You just need to keep showing up for the people who already trust you. Because when you do?
✨ They remember you.
✨ They refer you.
✨ They rebook.
And that inbox becomes a very real revenue stream.
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